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Citizen Centred Services –
Case Studies
Robin Tuddenham
Director for Communities & Business Change
Do you understand your Customers?
• If your answer was ‘No’ to any of the above do you need to consider using Talkback to improve your knowledge of your customer base?
An example – Talkback Survey
• Are you sure you are giving your customers what they need?• Have you asked them?• Do your customers understand your procedures?• Have you tested this out?• Have you satisfied internal audit with regard to consultation
activity for your service?• Are you rated ‘A’ in your annual audit?
Citizen’s Panel - Talkback• ~ 1450 members on the panel• 3 to 4 surveys per year• Representative of the Borough make up• Mix of email and paper surveys distributed• Minimal admin cost provides a cost effective
consultation• Provides a mixed audience of service users/non
users• Surveys can be repeated to provide continuous
service improvement data
Impact • Transformation of service to schools• Open data • From 30% use of online to nearly 100% in one year• All but 109 children allocated through online process• Delivered our Customer Charter goals
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Top tasksBased on evidence from multiple channels
When is my collection
day?
Where is my nearest tip?
I want a replacement
recycling box.
I want some bulky waste collected.
The bin-men didn't pick
up my bins.
When is the tip open?
I want to complain about
my bin-men.
I've got too much rubbish.
Case Study 2: Waste & Recycling
How we monitor and evaluate
1) Online web page hits, bounce rates, etc.2) Contact Centre statistics3) Customer First statistics4) Socitm survey5) Separate web survey6) Anecdotal evidence from CC and CF
IMPACT Customer Satisfaction measured via Socitm – 76%Feedback from surveys used to inform future development.Feedback from webchats used to make immediate changes to website
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IMPACT
LiveChat – webchat facility implemented August 2014 – supporting people to get the most out of our website (9 seconds average
answer time) Realtime customer feedback – helping shape customer journeys
and website improvementsAlready seen 50% reduction in Council Tax Emails as a direct
result.Skilled Contact Centre Advisers deployed on chats, handling up to
3 chats at a time – efficient use of resource.Expect to see emails continue to reduce and call volumes for
transactional enquiries
Overview of the Tell Us Once process
2. Informant attends appointment for
Registration
3. Informant Registers
birth or death
7a. CRS shares Information8a. Central
Government DepartmentsDWP, DVLA, IPS,HMRC
7b. Registrar issues informant with notification letter informing which departments will be notified
1. Informant calls Contact Centre to arrange registration appointment and is offered TUO
4. All registration action completed
7. Registrar enters information on to CRS
8b. Local Authority HB/CTB, Adult Health and Social Care, Family Information Service etc.
7c. Registrar offers non Core Service, Advice, Guidance, Signposting
END OF PROCESS
4a. Electoral Roll & Council Tax automatically notified for Death (Statutory Requirement)
4a. Electoral Roll & Council Tax automatically notified for Death (Statutory Requirement)
If customer booked TUO then Registrar starts that process.
If customer booked TUO then Registrar starts that process.
If Death registration and TUO not wanted issue leaflet re Telephony service
If Death registration and TUO not wanted issue leaflet re Telephony service
Impact • Reduction in designed contacts – 7 on average• Take up 90%+ • 11,000+ citizens have used Tell Us Once • A speedy receipt of correct and complete data
leading to cost savings• Some improvement in back office processing• Increased partnership working• 99% of responses to the customer survey have been
positive• 97% of staff agreed or strongly agreed that they were
making a difference
How we recognised the need…
INCREASING NEED TO REDUCE COSTS CHALLENGE THE STATUS QUO IMPROVE SERVICE DELIVERY MOST IMPORTANTLY PUT THE
CUSTOMER AT THE HEART OF OUR PUBLIC SECTOR TRANSFORMATION
We engaged… LOCAL TECHNOLOGY BUSINESSES PRACTITIONERS STUDENTS AND DESIGNERS COUNCIL AND HEALTH PROFESSIONALS MOST IMPORTANTLY SERVICE USERS!