Channel Shift | Return on Investment Workshop (Live case studies, practical tools and a proven methodology) 12th July 2012

1. Channel Shift | Return on Investment Workshop
(live case studies, practical tools and a proven methodology)
Basildon BC, Gloucestershire CC and GOSS
12th July 2012

2. Agenda
1. Introductions 0:05
2. Channel Shift Methodology 0:05
3. Live Case Studies 0:15
4. Practical Tools 0:05
5. Summary 0:05
6. Question Time 0:15
2

3. ONLINE CUSTOMER EXPERIENCE MANAGEMENT
GOSS Interactive are the
No.1 provider of online Customer
Experience Management solutions
for the Public Sector

4. Channel Shift Methodology
4

5. History of Local Government sites
• v1 - FrontPage/Dreamweaver
• v2 – eGov
• Lots of content
• Ticks in boxes
• v3 – Austerity
• Customer Service
• Efficiency/Channel Shift
• Evidence based

6. How do you deliver channel shift?
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

7. Channel Shiftsavings
Proposed – Pre Metrics

8. User Centred Design
8

9. The GOSS process
Study it Review it
Stakeholder workshops Usage analysis
Focus groups A/B multivariate testing
Depth Interviews Goals and Funnels
Task analysis Satisfaction surveys
Demographics
User Centred
Design
Understand it Implement it
Scenarios of use Design guidelines
Persona development Heuristic evaluation
Affinity diagrams User testing
Paper Prototyping Analytics design
Wireframe development Build and Deploy

10. GOSS Ongoing process
Identify Review
Identify changes that will Usage analysis
bring about improvement Goals and Funnels
A+B and Multivariate
testing
Satisfaction surveys
User Centred
Design
Test Improve
Test IA changes Heuristic evaluation
Prototype new or On page SEO
Improved functionality User testing
Adjust or develop new Analytics design
Personas & Scenarios Build and Deploy
Optimise SEO

11. Live Case Studies
• Basildon
• Gloucestershire
• Hillingdon
• South Tyneside
11

12. Channel Shift
@BasildonCouncil
Gathering the Numbers
Andrew Pickess
Corporate Systems Manager
12

13. Channel Shift Project @BasildonCouncil
• Customer Focus – Transformation Theme
– Explore levels of efficiency through Channel Shift
– SMT Approved investment
• Workshops held with GOSS and Service Managers July 2011
– Achieved buy in from managers
• Data gathering
– Spreadsheet based on the LGSL
• Web, Phone, F2F, Post, eMail
– Realised not the ideal solution so created a database
• Easily shared
• Assigned LGSL to Service Managers
• On the website for Goss to access
13

14. Channel Shift Project @BasildonCouncil
• Data gathering
– For Web
• Page statistics from SiteImprove Analytics
• Forms from the databases
• Cross referenced views of forms to submission of forms
– For Phone, F2F, Post, eMail
• Services were given 4 weeks to complete
• Most services had this information available
• In the end extended to 6 weeks
• Nearly all completed the exercise
• Goss report received October 2011
– Highlighted the potential savings that were possible to
achieve
14

15. Channel Shift Project @BasildonCouncil
• Channel Shift Project then held as new “Customer Strategy”
was being developed.
– Highlight the art of the possible
• Used data to develop a corporate customer service strategy as part of its
transformation agenda
– Adoption end July
• New IT Architecture.
– Now working on a redesign of the site
• Based on Top Tasks
– Planning on implementing a customer portal
• Single login
– Forms
– Council tax balances
– Business Rates balances
– Rent balances
– Repairs status
15

16. Basildon Summary
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

17. Basildon Summary
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

18. Caroline Anderton
Customer Communications and
Engagement Manager

19. What were we trying to do?
Save money through channel shift
Achieved in two ways:
1. Improved information
2. Making services transactional

20. Our approach
Google analytics
Telephone metrics
Business to give ideas of opportunities to improve
customer service, using the web as first priority
Set service specific savings targets
Cross cutting project management including core team of
Communications, ICT, BPR, Customer Service and of
course GOSS. We also drew in others as necessary.

21. 21

22. Gloucestershire Summary
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

23. Gloucestershire Summary
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

24. What's driving web improvement?
BID Transformation has identified online
'self-service' as a priority, to
• Reduce contact costs
• Meet customer expectation

25. Strategy for web improvement
 Get organised
 Review content
 Develop and design website
 Review intranet
 Social media

26. Website improvement project
 Analyse user behaviour
 Identify 'top tasks'
 Simplify what we publish
 Revise navigation and user journeys
 Refresh design

27. Users aren’t the same

28. Personas

29. So why do it?
29

30. Persona - Brian
Brian is 56.
He is newly divorced, living on his
own in his own house in Ickenham.
He owns flats in Yiewsley and he
owns an off licence in Ruislip.
He has 2 boys who are currently at
university.
He can use a computer a bit, but is
very traditional with his business by
keeping everything on paper.

31. Persona - Brian

32. Hillingdon Summary
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

33. South Tyneside Metropolitan Borough
Council awarded 4 stars for website
excellence
The Socitm reviewer stated:
 Goodness, this site was such a pleasure to use and review.
 Great landing page designs that were clearly presented with the
most useful things being linked directly underneath the
subheadings.
 Thoroughly enjoyed this site, it was so simple and can tell that
the user experience has been very carefully considered in the
site's creation.
 A great example for others.

34. Practical Tools
34

35. GOSS Service Analysis Metrics Tool
“The ultimate way to kick-start and invigorate your
Channel Shift programme”
35

36. 36

37. 37

38. 38

39. 50
39

40. Channel Metrics

41. GOSS Channel Shift ROI Calculator
“Delivering real savings”
41

42. www.gossinteractive.com/calculator

43. In Summary
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes

44. How do you deliver channel shift?
Customer
Customer Strategy
Channel / IT Strategy
Channels
Processes