Part of presentation on customer access and channel shift presented to the annual conference of the public sector IT management organisation, Socitm, on 11 October 2010
6. Web is already the dominant channel
Listen to what
customers do:
not what
they say they do
Source: GovMetric
(May 2010)
7. Scale and growth of web enquiries
Visits* Jan 10 Feb 10 Jul 10
Visits to WTS sites 17,941,295 11,045,691 13,124,962
Estimate for all UK 45.5m 30.9m 34.5m
Change for all UK Up 37.3% Up 5.3% Up 11.7%
Source: WTS. (Definition of visit conforms with CoI guidelines)
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8. Web is the cheapest channel
• Face-to-face £7.40 per visit • Face-to-face £7.81
• Telephone £4.00
• Phone £2.90 per call • Web £0.17
• Web £0.32 per visitor (Source NWeGG. 2006)
Also, another study
(Source: (Apr 09)
Socitm Insight, Aug 2010)
• Face-to-face £5.51
• Telephone £2.53
• Web £0.17
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9. Web is not joined up with other channels - 1
According to Better connected 2010 just 49% of
councils refer out of hours callers to the website
Better connected first reported on this telephone test
in 2006 – when 20% referred callers to website
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10. Web is not joined up with other channels - 2
Result of recent survey for forthcoming customer
access and online channel report
Q Are face-to-face, phone and web channels
managed in the same or different
departments/directorates?
A Same 55%
Different 45%
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11. Websites not good enough for shift:
Q Did you find what you were looking for today ?
evidence from Website take-up service
• 21.14% say ‘No, not at all’
• 21.26% say ‘ Yes, in part’
Source: Website take-up service (April 2010)
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12. Cost of web visit failures
• Calculation is based on likelihood that customers
will revert to more costly phone or f2f channel
• We ask customers for preferred channel after web
• We multiply failures by alternative channel cost
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13. Web failures are costly
For the full year Cost of failure
(£2.90 per failed visit)
Shire county £1.27m
Shire district £0.26m
London borough £1.13m
Met district £1.18m
Unitary (E) £0.90m
Unitary (W) £0.52m
Unitary (S) £0.62m
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