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Simon Pollock
Head of Customer
Services
Surrey County Council
Simon Pollock
Head of Customer Service
 Surrey County Council
Authors
Sarah Fogden, Cabinet Office
Bob Kamall, Cabinet Office
Carolyn Cho, Cabinet Office
Stephen Dodson, DC10plus
Marin Herbert, Student Loans Company
Simon Pollock, Surrey County Council
Breakout 1   digital public services - simon pollock
Surrey’s Channel Strategy




                            5
“…..channel shift DOES NOT mean simply moving an
 organisation’s customer contact online….
Breakout 1   digital public services - simon pollock
The internet is not
always the best
channel
“…..deliberate channel shift is the design and
 marketing of effective and efficient channels
 because they are the most appropriate channel for
 the type of contact, customer and organisation….”
Three Speeds of Channel Shift
Channel Hopping
Breakout 1   digital public services - simon pollock
1. Who’s in Charge?
1. Who’s in Charge?
Customer Services



        Contact          Web
        Centre           Team



                   CSI
                  Team
2. Good Housekeeping
3. Why Use the Public
Website?




                        17
The Top 3
The Top 3
Turn Of Your Internal Systems

   Less internet users shifting to other channels
   Less calls
   Better 24 hour offering
   More citizen empowerment
   Less or no Contact Centre licences
   Less Contact Centre training
   Ability for partners to take your calls
   Easy to upscale operation with untrained staff
   The beginnings of a “unified public sector” ??
Breakout 1   digital public services - simon pollock
100,000
                   150,000
                             200,000
                                       250,000
                                                 300,000
                                                           350,000
                                                                     400,000
Jan-06
Mar-06
May-06
 Jul-06
Sep-06
Nov-06
Jan-07
Mar-07
May-07
 Jul-07
Sep-07
Nov-07
Jan-08
                                                                               Website Visitors




Mar-08
                                                                                                  Channel Shift at Surrey




May-08
 Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
 Jul-09
Sep-09
Channel Shift at Surrey

                        Phone Calls

 60,000


 50,000


 40,000


 30,000
                                                     2007

 20,000                                              2008
                                                     2009

 10,000


    -
          Jan Feb Mar Apr May Jun   Jul   Aug Sep Oct Nov Dec
Falling Cost Per Contact

              Calls             Web              Emails   Total Contacts Increase YOY
2007/08       590,238           3,342,611          43,429     3,976,278
2008/09       540,677           4,871,192          47,298     5,459,167      37.3%
2009/10       490,537           5,890,088          54,783     6,435,408      17.9%
                                                                                 61.8%

                         Budget           Cost per Contact       Reduction YOY
           2007/08        £ 3,135,348 £                  0.79
           2008/09        £ 3,355,020 £                  0.61               -22.1%
           2009/10        £ 3,631,438 £                  0.56                -8.2%
                                15.8%                                       -28.4%

   ****Update**** Cost per contact for October 2011 has dropped below 40p
Simon Pollock
Head of Customer Service
 Surrey County Council

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Breakout 1 digital public services - simon pollock

  • 1. Simon Pollock Head of Customer Services Surrey County Council
  • 2. Simon Pollock Head of Customer Service Surrey County Council
  • 3. Authors Sarah Fogden, Cabinet Office Bob Kamall, Cabinet Office Carolyn Cho, Cabinet Office Stephen Dodson, DC10plus Marin Herbert, Student Loans Company Simon Pollock, Surrey County Council
  • 6. “…..channel shift DOES NOT mean simply moving an organisation’s customer contact online….
  • 8. The internet is not always the best channel
  • 9. “…..deliberate channel shift is the design and marketing of effective and efficient channels because they are the most appropriate channel for the type of contact, customer and organisation….”
  • 10. Three Speeds of Channel Shift
  • 13. 1. Who’s in Charge?
  • 14. 1. Who’s in Charge?
  • 15. Customer Services Contact Web Centre Team CSI Team
  • 17. 3. Why Use the Public Website? 17
  • 20. Turn Of Your Internal Systems  Less internet users shifting to other channels  Less calls  Better 24 hour offering  More citizen empowerment  Less or no Contact Centre licences  Less Contact Centre training  Ability for partners to take your calls  Easy to upscale operation with untrained staff  The beginnings of a “unified public sector” ??
  • 22. 100,000 150,000 200,000 250,000 300,000 350,000 400,000 Jan-06 Mar-06 May-06 Jul-06 Sep-06 Nov-06 Jan-07 Mar-07 May-07 Jul-07 Sep-07 Nov-07 Jan-08 Website Visitors Mar-08 Channel Shift at Surrey May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09
  • 23. Channel Shift at Surrey Phone Calls 60,000 50,000 40,000 30,000 2007 20,000 2008 2009 10,000 - Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  • 24. Falling Cost Per Contact Calls Web Emails Total Contacts Increase YOY 2007/08 590,238 3,342,611 43,429 3,976,278 2008/09 540,677 4,871,192 47,298 5,459,167 37.3% 2009/10 490,537 5,890,088 54,783 6,435,408 17.9% 61.8% Budget Cost per Contact Reduction YOY 2007/08 £ 3,135,348 £ 0.79 2008/09 £ 3,355,020 £ 0.61 -22.1% 2009/10 £ 3,631,438 £ 0.56 -8.2% 15.8% -28.4% ****Update**** Cost per contact for October 2011 has dropped below 40p
  • 25. Simon Pollock Head of Customer Service Surrey County Council