One of the most commonly asked question at conferences and workshops is ‘how do we get the customers to use the website’. It’s a critical question as the investment in online self-service will yield little or no benefit if service users cannot be convinced to change channels. In simple terms, if you build it and they do not come then it represents a major loss for the organisation in terms a failure to gain a return on investment.
Some simple truths about digital inclusion
In the private sector a company can choose its target market and can choose to transact only online or via the telephone. In the public sector service providers have a statutory obligation to meet the needs of the population they serve. The workshop will look at the reality of delivering digital services to the whole population of an area. It will include issues such as digital exclusion, assisted digital and equality of access.
Customer insight tools and how they can be used
One of the key lessons learned from the private sector is that a service provider must understand its customers if it is to compete successfully. While a Local Authority is a monopoly service provider, it does have a pressing need to coax service users towards automated self-service. Furthermore, channel shift cannot simply be imposed on service users who have the right to vote out their elected members if they don’t like the quality of the services offered. The workshop will look at how data sources such as Experian Mosaic or CACI, together with segmentation and mapping, can be used to arrive at valuable insights into how to get customers online and using self-service options.
The need to market digital channels and services
Local Authorities have sometimes been slow to recognise the need to use marketing techniques to influence the behaviour of residents. Getting residents to change the way they access services can require a major behaviour change and getting rapid and large changes in behaviour requires active marketing. The workshop will explore how insight can be used to arrive at effective targeted marketing strategies that can influence behaviour.
Partnerships and the power of the ‘nudge’
While the most digitally ‘savvy’ service users may already be accessing your services online there is likely to be a significant group of heavy service users that may be reluctant or unable to do so. Typically these individuals or families will also have relationships with other service providers such as DWP or Social Housing providers. The workshop will explore the need to work in partnership to influence behaviour through common messages and multiple ‘nudges’ in a common direction.
Exercises and takeaway content
The workshop will include at least one interactive learning exercise and will provide a set of templates and tools that delegates may take away to share with colleagues. These materials are offered as part of the course, but strictly on the understanding that they are for internal use only and will not be shared with commercial organisations.