Multi-channel customer engagement SARAH BARROW HEAD OF CUSTOMER SERVICES AND ADMINISTRATION.

Multi-channel Multi-channel customer engagementcustomer engagement

SARAH BARROWSARAH BARROW

HEAD OF CUSTOMER SERVICES HEAD OF CUSTOMER SERVICES AND ADMINISTRATIONAND ADMINISTRATION

Wokingham’s story aboutWokingham’s story abouthow we went from thishow we went from this

To this

Drivers for changeDrivers for changeGenerally high computer literacy, but balanced Generally high computer literacy, but balanced with those needing additional support.with those needing additional support.High employment so need to offer ability to self High employment so need to offer ability to self serve outside office hours.serve outside office hours.Big commuter belt so high use of mobile Big commuter belt so high use of mobile technology.technology.Customer expectation of quick responses.Customer expectation of quick responses.More services but fewer CSAs so need to More services but fewer CSAs so need to streamline processes to increase efficiency.streamline processes to increase efficiency.Active use of social media by Members and local Active use of social media by Members and local lobbying groups.lobbying groups.

What we implementedWhat we implementedBrought together all elements of customer Brought together all elements of customer contact into one team.contact into one team.

Identified channels our residents were using in Identified channels our residents were using in their daily lives.their daily lives.

Implemented technology to mirror our Implemented technology to mirror our customers’ preferences.customers’ preferences.

Proactively contacted customers to drive down Proactively contacted customers to drive down avoidable contact.avoidable contact.

Listened to our customers through social media Listened to our customers through social media channels.channels.

The channels we useThe channels we useFace to faceFace to face ReducingReducing

Phone Phone ReducingReducing

EmailEmail IncreasingIncreasing

WebchatWebchat IncreasingIncreasing

Smartphone AppsSmartphone Apps IncreasingIncreasing

YoutubeYoutube IncreasingIncreasing

SMSSMS IncreasingIncreasing

Social mediaSocial media IncreasingIncreasing

OutcomesOutcomes

Email handling down from 10 days to 3.Email handling down from 10 days to 3.More first time resolution of enquiries.More first time resolution of enquiries.Residents have become engaged in their Residents have become engaged in their communities through customer groups.communities through customer groups.Social media has moved from being a Social media has moved from being a soapbox to a positive customer interaction soapbox to a positive customer interaction tool.tool.More self-service allows us to focus on the More self-service allows us to focus on the people who really need us.people who really need us.

Channel Shift SuccessChannel Shift SuccessDec 24Dec 24thth 2012 – closed face to face cashiers. 2012 – closed face to face cashiers.

7 January 2013 – sent out 27,000 bus pass 7 January 2013 – sent out 27,000 bus pass renewal letters.renewal letters.

By end January 19,000 customers had renewed By end January 19,000 customers had renewed online with only 1,000 being assisted by online with only 1,000 being assisted by Wokingham Direct.Wokingham Direct.

Represents a 95% channel shift from previous Represents a 95% channel shift from previous renewal.renewal.

Now moving all rail card applications to online Now moving all rail card applications to online portal.portal.

Lessons learntLessons learntYou need an effective multi-channel You need an effective multi-channel technology tool to support diverse technology tool to support diverse customer contact.customer contact.Channel shift CAN be achieved in the Channel shift CAN be achieved in the most difficult demographic groups with most difficult demographic groups with good planning.good planning.Social media monitoring gives you a good Social media monitoring gives you a good temperature check of issues early on – temperature check of issues early on – allowing you to pre-empt customer allowing you to pre-empt customer concerns turning into complaints.concerns turning into complaints.

The future?The future?