“This was my first time at an Unconference and I thought that the format was Excellent. Thanks for a great event!” – Digital Inclusion Officer, Together Housing Group
“The event was excellent and provided great insight into what other organisations are doing and how they are keeping up with and managing channel shift.” – Customer Contact Business Officer, Wakefield & District Housing
“I really enjoyed plotting a customer journey in order to redesign a council service and will put those techniques into action myself with colleagues in the near future.” – Customer Relations Manager, Leeds City Council
“It was a great event. I was a little apprehensive at first about a lack of agenda, but that’s just my nature. I thoroughly enjoyed the event and it was nice to meet and discuss topics with people at other organisations and finding they are in the same situation we’re in.” – Web Manager, Wakefield Council
A great day with a number of sessions being pitched and run by a number of our Public Sector attendees. The agenda looked like this:
VIDEO & FACEBOOK
Albert Freeman, Corporate Communications and Marketing Officer at Bradford MDC has been doing alot of work around Video on Facebook and ran an interesting session where he he shared learning and experiences.
- Video can reach a wider audience than other content types
- Consider what you audience want and need before starting to make a video
- You don’t need to be Spielberg
- Audio quality is as important (if not more so) than visual quality. RØDE Smartlav+ is a good clip microphone
- Videos that capture people’s interest can help build up your audience for times when you have important, but less exciting, content
- Use skills in the local community, e.g. students, to help make videos
Albert’s slidedeck that he used during the session Video Engagement slides
CARROT OR STICK (CHANNEL SHIFT OR CHANNEL SHOVE)
Run by Claire Ives from Rotherham MBC who have had alot of Channel Shift experience, this popular session looked at the popular topic of Channel Shift or Channel Shove. A great output from the session was the infographic that Claire put together with input/feedback from the session
SILVER BULLET OF CHANNEL SHIFT
John McMahon and the good people at IEG4 have been refining their “Silver bullet” of Channel Shift each time they run a session at a #channelshiftcamp and get discussion and feedback around what people need/want from the ideal Channel Shift solution. Check out this video for the latest version.
Choosing the most effective channel for each transaction
Councils and social housing organisations provide a wide range of public services to those that are independent or ‘able’ or to those who are vulnerable and ‘not able’. There are multiple factors to consider before realigning services and implementing a multichannel or digital strategy. Any business case will need to review the case for change on both a business benefit and customer outcome basis. During the session in Halifax, delegates considered how to evaluate transactions and channels in order to find the most appropriate solution for their organisation.
MARKETING CHANNEL SHIFT
Andrew Bennett from Gandlake led a great discussion on the importance of marketing a “shifted” service and there was alot of attendee participation as a list of marketing activities to stimulate take-up of “Shifted” Garden Waste services was “crowdsourced”
MEASURING CHANNEL SHIFT & CUSTOMER FEEDBACK
Steve Meades, previously of Kent CC, now at Govmetric, looked at Measuring Channel Shift and the use of Customer Feedback. The session covered:
- Why ask for customer feedback?
- Types of customer feedback
- When to ask for feedback
- How to use the data
- Different types of questions
- A practical example
Tim Burnett led a discussion with a group of attendees around Assisted Digital & Webchat
The group discussed why citizens like to use web chat when interacting with local authorities. Some statistics were shared that suggested that some citizen groups have a strong preference for contacting councils via web chat. Various anecdotes were shared from councils that were using web chat and people in the group who had used web chat for contacting their councils and other similar authorities. Everyone then voted on the factors they believed drew customers to web chat as a channel and the results are presented on the next chart.
THE CHALLENGES OF CHANNEL SHIFT & CUSTOMER EXPERIENCE
An excellent session run by Steve Meades from Govmetric
- Retail Leads the Way
- The Digital Strategy
- Is there a place for Customer Choice?
- Do your services meet the needs of the customer?
- When do you start to measure?
- Measuring the shift
- Measuring the Customer Experience
- Measuring Customer Satisfaction
- A Case Study
Well-attended session led by Michelle Veasey & Craig Chew-Moulding from Calderdale Council looking at the Culture Shift of moving to a “Digital First” strategy; what can be controlled/influenced and what factors currently remain out of reach for many. Excellent slide deck to support this session.
GAMIFICATION OF CHANNEL SHIFT
This session was a discussion to see if Gamification can incentivise Channel Shift and the use of digital channels.
- What is Gamification?
- Examples New & Old
- Exclusivity Of Access
- Structured Exchanges/Gifting
- Status (Point, Badges, Leaderboards, Rewards, Reputations & Importance)
- Power (Influence, Group Activity)
- Links to Loyalty schemes
- Pay to Play v Free to Play
- Bartle’s Player Type
- Knowledge is power – staff concerned about becoming redundant
- The Council *must* provide the correct answer i.e no ambiguity
- Local Government should be serious – simple and transactional
- Acknowledgement that not all areas are suitable – Low v High touch
- Need to build community
- Neighbourhood ‘points’