Implementing a multichannel service delivery strategy

Transcription

1 Implementing a multichannel service delivery strategy February 2014 ine. The business case for implementing a multichannel service delivery strategy is sound and, if done well, positively changes the relationship and mutual benefits between the Government and the public in the long term

2 A Digital Focus for the Public Sector As outlined in The Civil Service Reform Plan, the public sector is undergoing unprecedented evolution, with all departments now well underway implementing substantial change programs. At the heart of this change lays the Government Digital Strategy, which outlines how the Government will become digital by default, by providing digital services that are so straightforward and convenient that all those who can use them will choose to do so, whilst those who can t are not excluded. The ultimate aims of these digital reforms are two fold: Save people time People will only choose to use Government services digitally if they become more straightforward and convenient. 82 per cent of the UK population is online but in 2014 most people still rarely use online Government services. Save the government money The Government estimates that that moving services from offline to digital channels will save in the region of 1.8 billion per year. These two objectives can be summarised as: Providing a better service to the public at a lower cost. It s a big undertaking, yet the opportunity, means and momentum required to succeed on both these fronts is real and present. From the largest departments sitting at the heart of central Government all the way through to local councils, teams up and down the country are now sourcing new technologies and platforms to help reach this goal. This process does however require a serious step-change in the way public sector departments of all shapes and sizes think, operate, plan, source and buy technologies. A big challenge certainly, but one that comes with unquestionable rewards. 1

3 The Digital Opportunity for Service Delivery The Government provides over 650 transactional services to the public. There are currently only a handful of these services where the majority of people who could use the online option do. Many do have some kind of digital option but few people use it. Half of the Government s services currently don t offer any digital option at all. This leaves a huge opportunity for improvement when it comes to ensuring Government owned services become digital by default. However this opportunity isn t about simply about offering a digital channel as default it goes much deeper than that. It s about changing the way services are structured, marketed, offered and delivered across multiple online and offline channels, in a joined-up way that works for both the Government and the public. In other words, implementing a multichannel service delivery strategy. What is a Multichannel Service Delivery Strategy? A multichannel service delivery strategy is broadly defined as an integrated plan of action designed to enable the public to engage seamlessly with a service provider through a series of joined-up online and offline channels. The Evolving Customer The public is channel shifting, increasingly expecting to be able to find and book services online first rather than by post, waiting in line, or in a call-centre queue. Unfortunately this process isn t as simple as switching traditional offline engagement channels for new online channels. Whilst the expectations of the public are evolving, people still have a vast range of competences and access to online technologies, which adds and extra layer of complexity to the Government s digital revolution. 1 2

4 Not only does each department have to become digital by default, but that transition must encompass traditional offline channels too, to ensure that Government services from central government all the way down to local councils, remain accessible to all. So while it remains necessary to provide a complete range of online and offline engagement methods, these need to be built and managed in a joined-up, scalable, future-proof way with digital sitting at the heart of it all. As service providers, Government departments and local councils alike need to make a conscious shift towards an increasingly user-centric approach to new technologies and services. It is no longer passable to select and roll-out technology based on what may seem like the simplest approach internally in the short term those decisions must now be made with the customers needs and expectations at the core. Lessons from Retail People want access to services quickly, conveniently and in a way that suits them. Becoming user-centric in a digital by default world is a lesson that the retail industry has had to learn the hard way over the past ten years. Failure to adapt on the High Street has had some notable casualties HMV, Blockbuster, Comet and JJB Sports to name a few. As the consumer has increasingly embraced the web as their first port of call for researching and purchasing goods and services, we have seen time and again High Street retailers that have failed to adapt to this shift in consumer habits. However, those retailers that have thrived in this digital era are those that have seen the need for flexibility and adopted a multichannel approach to retailing; offering both goods and services over a mix of flexible, connected online and offline channels. While the risks and motivations for the public sector may be quite different to the retail sector, the strategies, technologies and tools required to engage over multiple online and offline channels applies equally. 3

5 The Benefits & Goals of a Multichannel Service Delivery Strategy We find that the primary driver for the implementation of a multichannel service delivery strategy can come from one of many different stakeholders within a central or local Government department. However whether it s IT, the web team, a service improvement manager or other project manager, ultimately the benefits and goals remain the same. The benefits of a multichannel service delivery strategy are far reaching; ultimately however, the primary objectives are two fold and take us back to the Government s Digital Strategy: 1) Save people time, and 2) Save the Government money. Improved online and offline customer experience & engagement Reduced service delivery waiting times Reduce administration Improved data management & evidencing Improve access to services Providing a better service at lower cost Increased departmental productivity & performance Figure 1: The benefits of a multichannel service delivery strategy Improved access to services By adopting a multichannel, digital-lead approach to service delivery and matching the ways that users choose to access and book services, the public sector can remove significant pain-points and improve access to and uptake of the services it is responsible for. 4

6 Reduction of time consuming administration A cohesive, joined-up multichannel strategy can reduce much of the unnecessary wastage and administration associated with service provision. A digital-first approach to booking and appointments shifts the power to the user, letting them view and book services, without having to rely on paper forms, telephoning a contact centre or queuing in-branch. Appointment confirmations, reminders and follow-ups can be automated via and SMS, cutting no-shows and improving efficiency of resource. Improved online and offline customer experience and engagement Giving users the ability to access Government services through their preferred channels, and matching the way they work online and offline, reduces barriers to engagement, improves overall experience and satisfaction levels and fosters trust. Reduced service delivery waiting times Use flexible digital technologies to become an open and fastmoving organisation. The real-time nature of digital channels means services can be delivered end-to-end in a significantly more efficient way that has ever previously been possible. Improved data management and evidencing Adopting a digital-led approach means a large amount of valuable data around user behaviours and trends will be collected - this data can be used to steer decision-making, providing the foundations of user-led projects moving forward. Increased department productivity and performance A joined-up multichannel service delivery strategy gives Government departments excellent insights into staffing and resource requirements so over-staffing, or under-staffing can be avoided and resources deployed efficiently only as required. 5

7 The Business Case for a Multichannel Service Delivery Strategy The ROI of a multichannel approach to service delivery can be substantial and we have see organisations achieve a 500 per cent increase in uptake of services and hit a level of 98 per cent of all appointments being made through digital channels each within three months of project roll-out. However looking beyond meeting the two key objectives of saving people time and saving the Government money, a multichannel service delivery strategy has very significant benefits that reach far beyond financial or ROI calculations. Of course it can bring about significant tangible efficiencies, but it can also can help foster long-term, meaningful relationships with the public and enhance perception and trust of public sector services. The business case for implementing a multichannel service delivery strategy is sound and, if done well, positively changes the relationship and mutual benefits between the Government and the public in the long term. The Seamless Customer Journey One of the most critical challenges facing the public sector during this transition to a digital by default approach to engagement is consistency of brand and message spanning all new and traditional channels. One of the main objectives of a multichannel service delivery strategy is to improve the customer experience so with elements of a multichannel strategy spanning many different user touch points, it s absolutely critical to ensure complete continuity of both brand and messaging. From your main website, mobile web or apps, campaign microsites and social media through to and SMS communications you should ensure that the customer experience is slick and seamless. This is an area retailers are really beginning to excel at, and the public sector can learn a significant lesson from their approaches on this front. 6

8 Implementation: Running a Pilot The nature and scope of a multichannel service delivery strategy (and the organisations or departments in which they are rolled out) can vary vastly, as does the time in which projects can be realised. As a general rule of thumb, from initial planning to first implementation we tend to find timescales ranging from six weeks to several months, with two to three months being a reasonable average. One way to speed up an implementation and ensure that it is optimised quickly is to run a controlled pilot across a select number of services or locations. This gives you a quick and effective way to gather insight into what works best for your department. It can also work as a valuable proof-of-concept should you still be seeking additional commitment, budget or buy-in from any stakeholders. We have found that a basic pilot can be rolled out within matter of weeks, and is often run in parallel with the start of more advanced, wider implementation. The key here is agility the sooner a pilot is up and running, the sooner you will be gathering valuable data that will help shape the project. Measurement and Evidencing The nature of a digital by default approach to service delivery means a large amount of valuable data around user behaviours and trends will be collected from day one. It is vital to collect, analyse and use this information intelligently to review progress and results to form the foundations of projects moving forward. Ensure you are collecting good data around web traffic, bookings, appointments completed, appointment outcome, appointment value etc. from day one. Review and report regularly and make adjustments where necessary. The data collected can be used in five key ways: 7

9 Evidencing: reporting on service uptake and outcomes Service refinement: insight into which services are delivering most value and which need to be reviewed Engagement: for targeting marketing and re-marketing Staff management: to accurately assign staff and resources when required Funding: proof of concept for funding or budget applications Departments should use these learnings as part of their agile digital strategy. Make ongoing changes, adapt and continually optimise the digital engagement strategy on an rolling basis. Whether a project begins with a pilot or a wide scale roll-out spanning several departments or services, a multichannel service delivery strategy should be viewed as a fluid, longterm entity so maximizing use of the data gathered is critical to its ongoing success. Making Digital By Default a Reality Since the announcement of the Civil Service Reform Plan in 2012 all corners of the public sector have been faced with a challenge of unprecedented levels. As that challenge is turned into action, departments and teams up and down the country are finding ways to become sharper, quicker and more agile by focussing on delivery, results and flexibility. With the adoption of a lean approach to continuous improvement, central and local government can drive up productivity and performance, whilst eradicating wastage and becoming better at cross-departmental sharing of technologies, services and expertise. A multichannel approach to service delivery provides the ideal foundation for making Government services digital by default, whilst ensuring that all engagement channels are managed and offered in a joined-up and efficient way essentially delivering a better service to the public at a lower cost. 8

10 BookingBug for Government Founded in 2008, BookingBug has un- matched experience in delivering the experbse and technology behind mulbchannel service delivery strategies for organisabons of all shapes and sizes, from local councils all the way through to some of the world s largest corporabons. ine. BookingBug is the ideal solubon for public sector organisabons and departments looking to incorporate an element of online or mulbchannel booking, scheduling or appointments into established workflows or new projects. The BookingBug plamorm can help you improve departmental efficiency, make significant cost savings, open up new opportunibes to engage, improve data management & evidencing, improve customer service levels and much more. Whether you re looking to integrate online booking capabilibes into a single, defined project within one department, or across mulbple, differing applicabons spanning an enbre council, BookingBug has been built from the ground- up to be flexible and scalable to meet those very different needs. To find out more about how a mulbchannel approach to service delivery could benefit your department or to discuss BookingBug's Government solubons contact one of our team today on +44 (0) , GovTeam@bookingbug.com or visit our website at hzp://