Using customer insight techniques to inform a multi-channel strategy and promote web services. Mike Thacker - esd-toolkit

Agenda esd-toolkit and Customer Insight Relevance to personalised online services Who will use the Web? Why Web-enable? Which services? Improving Web take-up

UK local government 358 English local authorities in 9 regions 32 Scottish local authorities 22 Welsh local authorities Plus specialist authorities for national parks, fire, etc Supported and overseen by the Department for Communities and Local Government

Local government powers and duties Arts and leisure Corporate services Advice to business and community Births, deaths and marriages Democracy Statistics and census information Education Environmental services Health and safety Land and premises Marine/waterway services Parking Parks and open spaces Planning, building control and town centre management Refuse Roads, highways and pavements Street care and cleaning Trading standards Fire and emergency services Housing Revenues and benefits/finance Social services

esd-toolkit summary the framework for evidence based improvement of locally delivered services in the UK public sector

Structured information sharing

esd-toolkit tree views

Relevance to of customer insight personalised online services What services are worth putting online? Are there cost savings? Will customers use the web? Improved customer experience? How do we encourage channel swap? Marketing methods Marketing messages How does it help personalisation? Messages Baskets of services

Transaction costs by channel

Potential for channel shift Customers using face-to-face channels when they d prefer others: (esd-toolkit shows preferences of groups for web, phone, face-to-face)

Who will use the web?

Who are our customers? Kortrijk compared with the whole of Belgium

Where are they?

Improved customer experience? Are we saving the customer time? Is there avoidable contact? Customers may prefer the web Customers may quickly identify ineligibility online Is the service better mediated?

Which services? See Services with web profiling data esd-toolkit page for services profiled in co-operation with the Direct.gov.uk

Web profiling of a service Web profiling of Local Directgov web statistics

Service / channel propensity calculation

Social care services Housing benefits Care at home Free school meals

Environment services Garden waste Litter removal Recycling sites

Improving web-take-up Identify the groups you want to reach : those amenable to the web but not currently using it Decide your messages Present the messages through channels these groups access: Targeted e-mail Advertisements in selected publications Posters in selected sites Commercial radio Promote baskets of services based on the customer s profile

Understanding target groups

The AGMA take-up campaign The Key Business / Marketing Challenge Target audience and their behaviour The barriers to achieving our objectives The jobs for communication are therefore to.. By.. Reduce phone calls to the council for: Recycling queries Collection of large items of refuse Drive people who currently call/would call online Many profiles, generally home owners (suburban comfort/grey perspectives), many with children Busy/time poor, want a hassle-free solution, different attitudes to Green Currently use online for information, but are used to calling the council and happy with the service they receive Phone is quicker Someone else is deciding how I interact with my council No human/local interaction or personal touch Persuade people who currently call the council that ONLINE is easy, convenient and a great service Demonstrating ease/convenience Celebrating 24/7 access Showing how people can be in control of their problem/situation Promoting the depth of information and the local service Showing the proof you get (collection of large items)

Techniques applied Profiling data on environmental awareness and internet usage used to plan marketing campaign who to target, which media to use, where to locate outdoor media Customer journey mapping used to understand access to online services and identify barriers (or perceived barriers) Transactional data before and after the campaign collected and profiled Analysis of success of campaign (increased Web take-up) overall and within different profile groups

What the campaign showed Saving of 100,000

Further information SCRAN Research Briefs: Standards for classifying services and related information in the public sector Customer profiling to target service delivery Smart Cities work: Product Catalogue Profiling against Mosaic Global Mike.Thacker@esd.org.uk