Transcript Channel Shift - Birmingham City Council Strategic Research

Achieving Behaviour Change
Channel Shift
16 May 2012
Steve Rose
(Head of Strategic Research)
Georgina Foxwell
(Head of Customer Services)
Customer Knowledge - Insight, Solution, Outcome
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
Step 1: Decide what to focus on
•
1.
2.
3.
4.
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
Customer channel shift profile
Customer Knowledge - Insight, Solution, Outcome
Customer Knowledge - Insight, Solution, Outcome
Channel Shift Complexity Matrix
Amount of BCC
instigated
customer
interaction
required
(e.g. eligibility)
Channel Shift: MEDIUM
Channel Shift: DIFFICULT
Interactions where BCC
adds complexity. Requiring
more customer input than a
customer typically wants to
provide e.g. Benefits claim
More complex services typically
requiring multi-staged input from
both sides. e.g. Handling anti-social
behaviour reports
Key Action: simplify end to
end process requirements
Key Action: Get the most from the
customer interaction
Channel Shift: SIMPLE
Channel Shift: MEDIUM
Simple transactional services
where both the customer and
BCC want to conclude
business ASAP e.g. Paying for
a parking permit
Services where the customer adds
complexity. e.g. handling of a
customer complaint or issue
Key Action: Ensure channel
exists and promote it.
Key Action: Design feedback into
channel process.
Amount of customer instigated interaction
(e.g. feedback/confirmation)
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
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
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
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Customer Knowledge - Insight, Solution, Outcome
Customer Knowledge - Insight, Solution, Outcome
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
Customer Knowledge - Insight, Solution, Outcome
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
Customer Knowledge - Insight, Solution, Outcome
Customer Knowledge - Insight, Solution, Outcome
Customer Knowledge - Insight, Solution, Outcome
Customer Knowledge - Insight, Solution, Outcome
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
Implementation & Benefit Realisation
Channel Costs (SOCITM)
£7.40 Face to face
£2.90 Telephone
32p web
Do we know exact costs for BCC?
• 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)
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
Achieving Behaviour Change
Channel Shift
Steve Rose
(Head of Strategic Research)
Georgina Foxwell
(Head of Customer Services)
Customer Knowledge - Insight, Solution, Outcome