HOUSING AND CONSULTANCY SERVICES. Channel Shifting. Customers Demanding Change. Ian Lever Director of ICT & Transformation. 18 th October 2013

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1 HOUSING AND CONSULTANCY SERVICES Channel Shifting Customers Demanding Change Ian Lever Director of ICT & Transformation 18 th October 2013

2 What are we striving to achieve in 2013? Improve Access deliver a service which allows customers to interact at the point of most convenience to them Improve the Service deliver more services more quickly and more efficiently Improve Cost Effectiveness deliver services more cost effectively and improve the quality Improve the Operational Business deliver more flexible working conditions to extend services and drive down costs Improve the Community Presence deliver a wider set of services to customers by supporting local community groups Improve Focus on Those With Most Need deliver a service which provisions experts to deal with complex and sensitive issues 2

3 The Governments View Many citizens expectations have shifted from traditional faceto-face, telephone or paper channels to more responsive 24/7 online personalised services and delivery through mobile devices Government will work to make citizen-focused transactional services digital by default where appropriate using Directgov as the single domain for citizens to access public services and government information 3

4 Misconceptions Channel Shifting is NEW!!! Channel Shifting is primarily for the retail industry Channel Shifting cannot be used for services Technology is not yet sufficiently mature * NOTE The cheque guarantee card system ended on the 30 th June 2011 another shift! January

5 Misconceptions 5

6 Where are we now in 2013? 59% of UK adults use on-line banking On-line (or e-) Commerce makes up 27% of UK sales Over 50% of the UK population used social networking sites last year Over 65% of UK adults own a Smartphone Over 76% of UK residents have access to the Internet 9% of UK households no longer have a landline number ARGOS - Orders placed online via mobiles and tablets more than doubled in 2012, and 42% of Argos' business is now done online 6

7 The Pace of Change 1971 first IBM Personal Computer launched 1992 First SMS message sent 1995 Internet commercialised 2004 Facebook launched 2005 YouTube launched 2006 Twitter launched 7

8 The Pace of Change 50 Million Users Radio 38 years Television 13 years Internet 4 years Facebook 5 months Apple ipad Sold 300,000 on their launch day Apps 1.5 BILLION apps downloaded in 12 months 8

9 Customer Affordability? Internet Connection Recent price reductions which are likely to continue enables connectivity at only 30p per day Access Devices Basic Smartphone for and Social Media provisioned by Nokia (Asha) at 38 per handset Access Devices offer a PC for just 24 for those on benefits with a broadband connection at 2.99 per month Customer Savings Latest research indicates that digital excluded households can save between 23 and 148 per month Customer Confidence Many organisations are now provisioning FREE online training for the public in particular Race Online Subsidising Some housing organisations are providing new customers with free smartphones and/or subsidising Internet connectivity 9

10 Encourage Customers to go online North Lincs Homes provisioned 4G wireless access for tenants City West (Westminster) provisioned fibre to all properties Provide Incentives cash, more appointments, etc. Assisted support in the office and at home Work with other agencies Approach Telcos and Utility companies 10

11 The Landscape 2003/ / / / / / / / / 2012 Face 2 Face Contact Centre Website

12 Making the Shift ROI analysis Understand your transaction volumes and costs! Current Costs Transaction Volume Web % Face % Phone % Total % Web Face Phone Planning App Search , , Credit Card , , , Press Releases CRM Contact Database , , Identify high cost areas which are also lower channel volume 12 This is a good starting point

13 The Landscape Predicted Channel Uptake 2011/ % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Voice Calls Face to Face Web Site Letter In the home Social Media SMS Mobile

14 Making the Shift Simply providing the new services will not increase uptake Customers and staff alike need to be encouraged Customers in particular will need support You need a strategy, business cases inc. ROI and new governance arrangements Channel shifting is strategic not tactical You need to market your new service channels Understand your demographics and customers Recognise that demand will grow Review your transactions and define the costs Review your complaints/compliments to consider key services 14 REMEMBER It s about Choice, Choice and Choice

15 Making the Shift Simply providing the new services will not increase uptake Customers and staff alike need to be encouraged Customers in particular will need support You need a strategy, business cases inc. ROI and new governance arrangements Channel shifting is strategic not tactical You need to market your new service channels Understand your demographics and customers Recognise that demand will grow Review your transactions and define the costs Review your complaints/compliments to consider key services 15

16 Making the Shift What makes up the strategy Current position as is Required customer and service improvements to be Plan how do we get there Types, volume and cost of transactions Customer and staff demographics age, ethnicity, etc. Current alignment with your business plan and HR policies Demand both current and predictive Define the improvements Produce high level ROI statements Identify any influences on the corporate business plan Segment the plan 6 months, 12 months, 3 years, 5 years Define the governance arrangements and identify sponsors Continually challenge the plan 16

17 Making the Shift WHO? HOW? WHY? 17

18 Making the Shift Housing Organisation Example Inbound calls 60,000 Face to Face transactions 10,000 (head office only) Moved 30% of calls to the Web Moved 20% of F2F transactions to the Web Overall Savings 67,000 p.a ,000 over 3 years Saved 172,00 by switching off paper application forms 18

19 Making the Shift Housing Organisation Example Introduced channel shift focussed upon web transactions Reduced office space by 30% Part mobilised an additional 40% of office staff Introduced home working for 25% of staff Reduced staff travelling time (green agenda) Reduced outstanding debt via payments online and Standing Orders 19

20 Making the Shift Housing Organisation Example Introduced 24 x 7 self-service facilities (not just web) Faster rent payments Customer have access to accurate on-line information Introduced a range of on-line communities and feedback options On-line rent payments increasing year on year Predicted savings 200,000 p.a. 20

21 Making the Shift Housing Organisation Example Engaged with younger customers via Facebook Promoted a culture of local people influencing services Contracted two sixth formers to develop the site Uptake was rapid across the peer group High traffic topics - homelessness, crime and debate Currently over 500 Likes in 3 months 21

22 Making the Shift - a range of other achievements JobCentre Plus Mobile app downloaded over 100,000 times in first 6 months 200m savings The NHS will save through a 1% reduction in face to face consultations 300k savings achieved by a Council shifting 40% of Council Tax enquiries to the web 25k savings achieved by a Council shifting an additional 32% credit card payments Council - moved all school admissions to the web (saved 101k p.a.) Council - moved the blue badge scheme to the web (saved 97k p.a.) 23

23 Questions To make citizens lives simpler and easier, the Government will mandate channel shift (move online) in selected government services UK Government IT Strategy March