Delivering value from
channel shift,
not just savings
Bernard Fenton – Head of Customer Management
Vision for channel shift
value or savings?
Thinking ….
Dr Eddie Obeng – New Rules for the New World
QUEST project
Step Change – higher risk
Relies on creative people
Direction not destination
Thinking ….
Challenge best summarised as ….
(Reducing budgets + increasing transactions
= Same or more with less!)
(£92m savings + 55% increase in contacts)
Less with less – can I work for you?
Thinking ….
VALUE
Council
More transactions
Lower cost per transaction
…….
Customer
More access
Fast & easy
Less waiting …..
…….
How do we ensure value for both?
Thinking ….
Customer behaviour – is choice a good thing?
Payment transactions
Familiar transaction
High volume – 162,000 pa
Sizeable opportunity
Strategy
Brave – turned off channels
Meet & Greet Team
Took savings from budget
Starting ….
Success
30% increase in transactions
35% increase in internet payments
37% decrease in cash payments
15% reduction in cheque payments
8% increase in Direct Debit payments
Removed 2 FTEs - £50,0000 pa
Confidence & Credibility
Starting ….
On-line transactions
Familiar transactions
High volume
Simple transactions
Lagan Citizen Portal forms
(LCP)
Streetpride, Customer Feedback
In-house team - seconded
Rapid development – 90 days
Strategy
Growing ….
Acting as a Trusted Customer Advisor
In built eligibility criteria
Business rules
Routing rules
Structured data collection
Signposting advice
Email confirmation
Lagan Citizen Portal forms
(LCP)
Growing ….
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Lagan Citizen Portal forms
(LCP)
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40+ Different LCP forms
Approaching 2,000 transactions per month
Basis for all Welfare Reform Eligibility
Customer surveys
Data collection on customer flow
Growing ….
Benefits – To date ….
Saved £50,000 pa in staff reductions
4% of all customer contacts
Out of hours access – 35%
Customers monitor their own case
Created 4,000+ valid email addresses
Door step surveys
Confidence!
Lagan Citizen Portal forms
(LCP)
Growing ….
Next Steps
Integrate payments into LCP forms
Book & Pay Transactions
Internal applications – car parking
New E-Business!
Customer segmentation marketing
Lagan Citizen Portal forms
(LCP)
Growing ….
Political dimension – what’s in it for them?
“More self-service transactions gives our advisors more
time to focus on more complex cases or more vulnerable
customers”
Moved Adults Health and Housing into the Contact Centre
Put more staff into the Children and Young Peoples skill set
Moved staff onto the Welfare Reform agenda
Lowered the cost of administering the Local Assistance Scheme
Success factors – ICT, people or something else?
Yes, and …
Be clear about where you are going
Build momentum, prove, create confidence
Value & savings for customers & the Council
Led by type of transaction
Assisted transactions & close channels
Members are important stakeholders
Learning ….
Thank you