Channel Shift: Workshop Taster Gerald Power & Sarah Fogden www.trapeze-transformation.com

1. Channel Shift: Workshop TasterGerald Power & Sarah Fogdenwww.trapeze-transformation.com

2. Channel Shift Channel shift is the process whereby an organisation changes the way its service users or customers interact with it. The change is typically from agent mediated channels such as face to face or telephone contact to digital self-service. The purpose of the change is to improve efficiency, but may also offer an improved level of service for customers.

3. Who is The Workshop For? The workshop is designed for people ranging from the Chief Executives commissioning major change to the managers of specialist IT, service delivery and communications teams implementing change. Delivering the desired outcomes will require collaborative working across several different teams and management levels and providing a common understanding of the principles and tools used in successful channel shift is designed to aid this.

4. Workshop Approach The workshop will use case studies from the Private and Public Sectors and interactive sessions to explain and demonstrate the guiding principles for successful channel shift. We will provide an understanding of the principles of channel shift and how to integrate them into current and planned projects to consistently deliver the outcomes desired. We will also set aside ample time for answering questions and for group discussion so those attending gain maximum practical benefit from the day.

5. Workshop Structure The workshop is structured around three overlapping themes, targeting, service design and marketing. It is likely that you will have a particular interest in one of these themes. However, we believe its important that everyone understands all of the themes to achieve effective working across your organisations when taking real projects from inception to delivery. In order to allow you to get the most out of the day a ‘take away’ resource pack and work books will be provided so you can share the learning when you return to your organisation.

6. The Three Themes Targeting. Digital self service should be precisely targeted where there is clear evidence it will be cheaper/better for the service provider. It should never be adopted as a blanket policy that does not require specific supporting evidence. Service Design. Any self service proposition must be attractive to your customers if it is to succeed and achieve necessary uptake and unassisted completion rates. Marketing. Even good propositions need to be promoted effectively to achieve behaviour change. If you fail to market well, the channel shift may fail.

7. 1. Targeting Digital delivery is not always the best or cheapest option for delivering or supporting a service. Channel shift needs to be targeted only at those services and processes where there is sound evidence that it will yield benefits. It also needs to be delivered as part of a broader strategy for efficiency improvement across your organisation.

8. Building a Business Case All available information should be exploited to identify where self service is likely to work using knowledge of: service type (rules or judgement based), types of processes involved (simple or complex), current contact volumes, channels and costs, ‘acceptability’ (parking permit vs. death registration), nature of the customer group ( their IT skills, access to digital and willingness to try new channels) You can never guarantee success, but you can load the dice in your favour by looking at these factors.

9. The workshop will help you: identify the services and processes most suited to channel shift in your organisation understand the critical importance of transaction volumes in making an economic case for shift understand how driving down contact via existing channels is often more important than driving up contact via digital channels understand the importance of setting and testing your targets for uptake before you commit to a shift. focus on the benefits that can be realised

10. 2. Service Design The self-serve option needs to be attractive to the customer to make them abandon existing channels If the new offer is hard to find, unattractive, inappropriate or difficult to use, it probably won’t get used.

11. Service Design Achieving a change in customer behaviour typically requires the new proposition to: require almost no effort to access the service when its needed offer the customer an obvious incentive to change channel be intuitive and easy to use from the outset and present no obstacles or blockers to completing the transaction

12. Service Design: Workshop Aims The workshop will help you understand the concept of a customer journey through examples from the public and private sectors of good and bad self-service propositions understand the customer journey from the users perspective and identify where the critical points are identify common issues that can determine the success or failure of a service and how to address them

13. A Story: Our New Playground and Skate Park Pool and Sports Skate Park Play Two new facilities a playground and skate park complement the main centre & pool.

14. The New Path With the new facilities the centre managers commissioned new paths to allow access to them all. On the map it all looked logical and joined up a car park and the three facilities. The problem was customers arriving by car have their own ideas and seem happy to walk through mud and water if it looks like the quickest path to the facilities they want. They now get wet feet and bring mud into the centre, it’s not logical, but it’s what happens.

15. Customers choose their own path… Path taken Desired Path Getting the customer to follow the path you want them to follow can be remarkably difficult. Just putting the path in place is seldom enough to get the change in behaviour.

16. What was the Path Lesson? The path example was intended to demonstrate how perverse and illogical customer behaviour can appear. In reality customer behaviour is seldom perverse or illogical it just turns out to be using a set of beliefs, objectives, assumptions and habits you didn’t understand properly. The path logic was simple: ‘I’m in a hurry, I know where I want to get to, why did you offer me a path going in the wrong direction?’

17. If the proposition is unattractive people won’t use it Help Desk This Way Customer Self Service Point But get it right and you can sell most things….

18. Do you buy your groceries at WH Smith?

19. At Gatwick airport in the departure lounge you might Right Time Its after security and check-in when you have nothing to worry about Right Products Its offering all the things they just will not have overseas Its offered in the airside lounge before you go to your gate Right Place

20. The Masters of the Easy Journey - amazon Three easy clicks and the Kindle was in my basket, two more and it could have been in my hands that day.

21. A Low Effort Journey: Car Tax The digital option is on my desk or in my pocket and takes around a minute to complete and I also don’t need to find my insurance and MOT documents get on a bus and stand in a post office for 20 minutes. The old option is now miles away, takes longer and requires me to bring documents with me.

22. A Baffling Digital Journey: The US Visa Waver https://esta.cbp.dhs.gov/esta/

23. 3. Communication and Behaviour Change Even brilliant propositions need to be marketed well OK it’s a ‘wheel’ but what does it do?

24. Marketing If you have identified an area with potential for savings and designed an intuitive and attractive self service proposition you still have to: actively promote the service to your customers in a joined up way across the organisation target the right customers at the right times to reduce service failures and support calls make the service so VERY, VERY easy to find and use that customers promote it to their peers

25. Communication & Change: Workshop Aims The workshop will use private and public sector examples to help you: understand the vital importance of marketing digital self service options understand the importance of harnessing your existing channels and building relationships with customers and customer contact staff in driving the change employ communication as part of the delivery and strategic change process not as a separate disconnected activity

26. Communication & Change: Promoting Self Service Specific issues we will cover will include: getting telephony, face to face and other personnel to understand and promote the self service option where appropriate getting those who design forms, information sheets and other paper communications to promote digital making sure that the web design team provide an effortless journey once a customer lands on your site, not a confusing quagmire of irrelevant services

27. The best space on the amazon landing page goes to the business unit that make the best use of it to sell the products. Every pixel of this landing page was given a $ value by Amazon

28. Amazon content changes as priorities change… Strategic Promotion Seasonal Promotion Customer Profile Driven Promotion Its constantly reviewed to maximisesales.

29. Amazon content changes as priorities change… Strategic Promotion is now #1 seller Seasonal Promotion Changed Promotion changed based on most recent purchases Its constantly reviewed to maximisesales.

30. Is an alphabetical list the best way to push services online?

31. What will you come away with? What we want you to come away with is an understanding of the principles that will lead to success as well as hopefully a few eureka moments regarding their own services. Our aim is to make it fun as well as good value and we will do all we can to make sure you come away equipped with what you need for you organisation and your projects.

32. Gerald Power/Sarah Fogden Trapeze-Transformation www.trapeze-transformation.com