Public Sector Customer Service Forum – Serco in HCC
8th May 2013
Advise | Design | Integrate | Deliver
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Introductions
Nigel Bates
Andy Bowie
Serco Global Services
Serco Global Services
Development Director
Head of E-Services
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Who are Serco – SGS Public Sector
Global Services Public Sector in Brief
●5454 number of staff
●Over 9,804,000 customers served
●Guaranteed cir £50m savings to the NHS over
8 years
●Helping 2.6m unemployed
●Producing £95m of Health Vouchers per
annum
●Helping 50,000 Students access University
●Helping over 100,000 pupils
●Helping 500,000 visa applicants gain
employment in the UK
●Over 2m calls helping people get back to work
●Guaranteeing over £100m in savings to Local
Authority Customers
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Hertfordshire SMS Partnership
Serco Shared Managed Services is a
strategic partnership between
Hertfordshire County Council and Serco
that aims to support HCC’s vision of
leading Council status.
This ambition will be realised through
modern, flexible and effective services
which deliver improved quality to the
customer and enable cost savings to the
Council.
This partnership is a catalyst and enabler
for the transformational change
delivered by the Council for the Future
programme.
John Wood,
Hertfordshire County
Council Chief Exec.
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Hertfordshire SMS Partnership
The Council needed to deliver
£150m savings over the next 3
years
Serco was chosen because it can
realise significant transformation
Shared partnership goals
Eight year contract which started
in April 2011. End date March 2019
with a possible extension of two
years
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Share responsibilities for the customer experience
Following Serco’s successful bid,
the Council challenged Serco to
identify ways to deepen the
transformation of services offered
to citizens through the Customer
Contact Centre
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Have an active role in the council’s transformation
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Develop long-term relationships
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Achieve industry recognition by winning awards together
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Become a ‘trusted partner’
Improve the customer experience whilst addressing the cost
challenge
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Serco – eServices
Advise | Design | Integrate | Deliver
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Adopting the e-services social age
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Improved Access to Services via Channel Shift
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To significantly lower costs & protect front line services
To improve the quality and availability of services to customers
To facilitate and accelerate business change programs across councils
To support national initiatives and policies for joining up transactions across
government agencies and bodies but comply with legislation
High value transactions will not be put online due to the risk of information falling into the wrong hands
Councils continue to invest in tactical or bespoke authentication solutions for access to specific vendor
solutions that may not align with national initiatives, national security requirements and technology
standards
Potential savings will be lost or jeopardised by this lack of consistency and duplication
The user experience will be inconsistent, further reducing the incentive on customers to migrate to new
channels
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Increased
Benefits
Increased
Risk
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Channel Shift approach
Not just channel shift on line, but channel shift to the cheapest resource
Tiered approach to delivering services
Reduced costs to deliver
Avoidable contact eliminated at the earliest chance
Web Transactions
£ 0.00 (invest only)
Tier 0
Customer Services multi
skilled advisors
£ 14k - £ 17k per annum
Tier 1
Customer Services
specialist teams
£ 17k - £ 20k per annum
Tier 2
Back Office teams
£ 20k Plus per annum
Tier 3
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Direction of Channel shift
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eServices – The technology platform
“A repeatable set of services which can be delivered on top of a reusable technology platform”
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Social Care -Information, Advice, Intake & Review
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Redesign Care Pathways to allow transfer of 164 roles into customer
contact service
Enhanced Information, Advice & Brokerage services
A service where 98% of requests can be handled at first point of
contact or online
An e-marketplace where customers can request services & either
pay online using their own funds or a credit allocated to them by
HCC following an assessment
Increased customer choice and faster speed to deliver services to
citizen
Improvement in service delivery & experience against defined KPIs
Guaranteed savings delivered through transfer and transformation of
Social Care and Housing Solutions services
Increased use of online channels and marketing for these to
encourage self service to enable savings of £2.32m per annum, with
£1.034m guaranteed
128 FTE from Referral Management Team
Occupational Therapist staff
Service Finding Team
& Review Team
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Children's Contact Services
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The Contact Service provides supervised contact for parents with
children who are Looked After by the Local Authority.
Phase out high cost Manpower resources over 2012/13, replacing
them with Serco ZBC staff -flex to meet peaks in demand
ZBC staff selected, supervised, trained and managed to provide
quality controls.
Text /SMS reminders sent and replied for cancellations -integration
with Lagan
App with form containing mandated fields for quality and
consistency
Resource optimisation- Scheduling tool in Lagan to maximise
people and rooms
Total Saving £0.6-1.2m
Guaranteed savings -£580k(net) Cost Avoidance saving -£594k An
additional £153k(net) stretch
Single referral form utilised -integrated into Lagan
workflow
Real time write ups - tablet devices and App =reports
directly to the system
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Highways
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Providing an integrated single point of customer
service support & resolve 90% of calls at first point
Improve outcomes for citizens and increased
customer self-help and proactive response
Increased staff productivity
Future proofed for anticipated increases in demand
Improved integration of information across technology
to cut out duplication and double-keying
Deliver guaranteed savings of £220k pa to HCC
The operating model builds upon the core contact
centre service solution, and integrating Highways staff
Visibility of existing faults for citizens to subscribe to
preventing double reporting
Fault
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Integrated map based e-forms
Citizen Authentication
SMS Text updates and response
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Kana Award Winners
Advise | Design | Integrate | Deliver
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Driver Training -Transport, Access and Safety Unit
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Provide administration and booking service for National Driver
training Courses as providers to Hertfordshire Police
Receive details of the participants from the Police, arrange
sufficient courses to meet demand, undertake all the
administration and derive a surplus that is re-invested in other
activities.
Significant HCC revenue generation opportunity
On line booking facility to book courses
Further communication automated.
Eligibility checking for ’Out of area’ customers on line or via
the Customer Service Centre
Mediated e applications and payment via the Customer
Service Centre
Automated interrogation of National Driver Offender System
(NDORS) database
Channel Shift -On Line Course Booking
Automated Payments
Contact Centre 08:00- 20:00h
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Driver Training – The Problem
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Serco committed to a number of factors to deliver this service including
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Guaranteed channel shift to on line as follows
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April 2013 – 60%
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April 2014 – 70%
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April 2015 – 80%
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Longer opening hours for telephony bookings
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Improved website to assist with channel shift
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Allow out of county citizens easier access to book in Hertford
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An expandable solution to meet the needs of increased bookings
New course set up by the police called What’s Driving Us
Antiquated access database used to maintain bookings
Double keying of data into Access system and police central database
Large number of manual processes
County Councils reputation and relationship with the police needed to be maintained
Offenders attitude towards undertaking a course
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Driver Training – The Solution
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Application Rationalisation
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Removed access database
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Extended Lagan data model
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All processes handled within Lagan
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Improved on line booking & payment system
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Ability to book on line for citizens offending out of the county
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Move service to Serco customer service center (open 8am – 8pm)
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System and service flexible up and down to meet demand
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Ability to take bookings for “What's Driving Us” course both on line and through phone
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Fully integrated with the police National Driver Offenders Retraining Scheme database
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Automated processes applied where possible
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Driver Training – Benefits Derived
2500
58%
58%
2500
2300
2000
2000
1500
1500
1700
32%
32%
1000
1000
500
500
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Average number of
monthly bookings
dramatically increased
Online bookings increased
to support channel shift
strategy
Increased Revenue for the
client up an average of
£51k per month
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Concessionary Travel
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180,000 passes in circulation
All expiring on the same day – 31st March 2013
Re-design of application for OCR
Single process automated where possible
On line application available
Future proofed for flex in demand
Improved integration of information across technology
to cut out duplication and double-keying
Improve outcomes for citizens and increased
customer self-help and proactive response
20 day turn around from receipt to pass issue
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Concessionary Travel – The Problem
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180,000 renewals to be processed
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This represents over 2% of all concessionary travel passes in circulation and makes us the 12th
largest issuer of Travel passes in the UK1
All expiring on the same date – 31st March 2013
Incomplete Data provided by the districts
Political ‘hot-topic’ – councilors have given statements on the county’s website about renewing bus passes
http://www.hertsdirect.org/services/transtreets/buspass/
Stuart Pile, Cabinet Member for Highways and Transport said: “The free bus pass scheme helps
many older people in Hertfordshire remain independent. When a letter comes through your door,
it’s important that you renew your pass at the earliest opportunity, which will ensure you are still
able to benefit from free bus travel after April 2013.
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”If you know someone who has a free bus pass, please look out for their letter to arrive and help
them with the renewal process if they need it.”
Average age of eligible citizens and ability to access the web
20 Day SLA for issuing passes from date application received
1 statistics obtained from gov.uk concessionary travel data file BUS0890
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Concessionary Travel – The Solution
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Anonymous letters to customers – with barcode
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On line application capability
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Optical Character Recognition (OCR) for paper applications received by 3 rd party Serco partners
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Work queues in Lagan for dealing with any changes with streamlined workflow
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Automated workflow in Lagan for processing applications
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Use of returned data to improve the poor data currently held
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Automated extract to the bus pass issuing company
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Targeted districts at a time to stagger responses
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Free prize draw for applications received within 6 weeks of letter being issued to encourage early responses
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Concessionary Travel – Benefits Derived
Automated process replaces the
previous 10 minutes average handling
time per application
Automated process has
avoided costs in excess of
£200k to manually process
125,000 applications
70% of applications processed through
the satisfactory response, with no
manual intervention at all. That’s
125,000 applications
Reduced the number of required FTE
from 22 to 6 to deliver the service
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