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Achieving Behaviour Change Channel Shift 16 May 2012

Achieving Behaviour Change Channel Shift 16 May 2012. Steve Rose (Head of Strategic Research). Georgina Foxwell (Head of Customer Services). Customer Knowledge - I nsight, S olution, O utcome. 6 Step Strategy. Designed 6-step strategy. City profile of customer communications preferences.

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Achieving Behaviour Change Channel Shift 16 May 2012

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  1. Achieving Behaviour ChangeChannel Shift16 May 2012 Steve Rose (Head of Strategic Research) Georgina Foxwell (Head of Customer Services) Customer Knowledge - Insight, Solution, Outcome

  2. 6 Step Strategy • Designed 6-step strategy. • City profile of customer communications preferences. • Working with Customer Services and directorates to implement the strategy. • Designing trials in association with Cabinet Office ‘Nudge Unit’ Customer Knowledge - Insight, Solution, Outcome

  3. Step 1: Decide what to focus on • This requires homework to be done • What are the stats? • Root cause analysis (deep understanding) • What process currently exists • How appropriate is channel shift? There are resources to help Customer Knowledge - Insight, Solution, Outcome

  4. Customer channel shift profile Customer Knowledge - Insight, Solution, Outcome

  5. Customer Knowledge - Insight, Solution, Outcome

  6. Channel Shift Complexity Matrix Channel Shift: MEDIUM Interactions where BCC adds complexity. Requiring more customer input than a customer typically wants to provide e.g. Benefits claim Key Action: simplify end to end process requirements Channel Shift: DIFFICULT More complex services typically requiring multi-staged input from both sides. e.g. Handling anti-social behaviour reports Key Action: Get the most from the customer interaction Amount of BCC instigated customer interaction required (e.g. eligibility) Channel Shift: SIMPLE Simple transactional services where both the customer and BCC want to conclude business ASAP e.g. Paying for a parking permit Key Action: Ensure channel exists and promote it. Channel Shift:MEDIUM Services where the customer adds complexity. e.g. handling of a customer complaint or issue Key Action: Design feedback into channel process. Amount of customer instigated interaction (e.g. feedback/confirmation)

  7. Step 2: Map the Ideal Customer Journey • End to end process • Does it already exist? If so.. • Is it fit for purpose? • Does it work? • Yes go to Step 4 • No go to Step 3 Customer Knowledge - Insight, Solution, Outcome

  8. Step 3: Develop delivery channel • Importance of Agile design • Evolution rather than revolution • This will require significant change in practice and possibly technology Customer Knowledge - Insight, Solution, Outcome

  9. MINDSPACE Step 4: Behaviour Change Strategy • The science behind behaviour change • Range of approaches can be tested • Requires understanding of • The issue/context • The current process Customer Knowledge - Insight, Solution, Outcome

  10. Customer Knowledge - Insight, Solution, Outcome

  11. Customer Knowledge - Insight, Solution, Outcome

  12. Step 5: Test and Implement Strategies • Some examples from the Cabinet office ‘Nudge Unit’ • We can do this stuff Dr David Halpern Customer Knowledge - Insight, Solution, Outcome

  13. Customer Knowledge - Insight, Solution, Outcome

  14. Commitment devices used to reduce ‘did not attends’ Reducing NHS Bedford ‘Did not attends’ Active commitment = filling out your own appointment card and repeating back the time and date (Also included norms, displaying the number of people who turned upon time) Behavioural insight Team (David Halpern) Customer Knowledge - Insight, Solution, Outcome

  15. Customer Knowledge - Insight, Solution, Outcome

  16. Customer Knowledge - Insight, Solution, Outcome

  17. Customer Knowledge - Insight, Solution, Outcome

  18. Customer Knowledge - Insight, Solution, Outcome

  19. Step 6: Evaluation An experiment testing littering behaviour % of people who conformed to the anti-litter norm (i.e. did not litter the flyer) in the different litter conditions (Kees Keizer, Siegwart Lindenberg and Linda Steg 2011) Customer Knowledge - Insight, Solution, Outcome

  20. Implementation & Benefit Realisation Channel Costs (SOCITM) • The six step process with properly tested and implemented strategies allows for direct tracking of cost/benefit. • We should retain a thoroughness in any roll out of successful strategies (evolution) £7.40 Face to face £2.90 Telephone 32p web Do we know exact costs for BCC?

  21. Next Steps • In principle agreement to the six step strategy • Complete Step 1 • Consider which customer interactions should be considered for channel shift. • Gain a deep understanding of the current situation and end to end process • Use the matrix, insight and cost/benefit to narrow to priority customer interactions to take to step 2 • All done in collaboration with CK, Customer Services and Service Birmingham

  22. Achieving Behaviour ChangeChannel Shift Steve Rose (Head of Strategic Research) Georgina Foxwell (Head of Customer Services) Customer Knowledge - Insight, Solution, Outcome

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