Minimising visit failure; maximising visitor satisfaction – Dave Hylands

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<ul><li>1.Minimising visit failure;maximising visitor satisfaction Dave Hylands,Chief Information Systems Officer,with responsibility for Customer Access Wrexham County Borough Council</li></ul> <p>2. About Wrexham </p> <ul><li>North East Wales</li></ul> <ul><li>WCBC created in 1996(Local Government (Wales) Act 1994) </li></ul> <ul><li>Population 132,900(2008 mid year estimate) </li></ul> <ul><li>Largest Town in North Wales </li></ul> <ul><li>Wide catchment area for shopping(Flintshire, Denbighshire, Conwy and Gwynedd and Shropshire) </li></ul> <ul><li>Manufacturing / Industrial base </li></ul> <ul><li>International Football Ground(Conference league) </li></ul> <ul><li>Pontcysyllte Aqueduct(UNESCO World Heritage site) </li></ul> <p>3. 1999 - 2010 1999 2001 4. </p> <ul><li>Background information </li></ul> <ul><li>Web moved to Information Systems in 1999 </li></ul> <ul><li>Redesigned web with customer as the focus (key drivers: accessibility &amp; welsh language) </li></ul> <ul><li>Site re-launched end 2000(web team established) </li></ul> <ul><li>No CMS, site managed via web team </li></ul> <ul><li>Web developed in-house, 4 FT employees(working with IS dept systems integration team) </li></ul> <ul><li>SOCITM Best website in Wales (2002/4/5/6/9/10) </li></ul> <ul><li>Website Accessibility Award 2009(Good Communications) </li></ul> <p>5. Our Vision (2001 eGovernment) 6. Our Vision (2010 CAS) </p> <ul><li>Focusing on our Customers </li></ul> <ul><li>Initial customer access strategy 2005 </li></ul> <ul><li>Digital TV (Oct 2006) </li></ul> <ul><li>Pride in your Streets (Sept 2007)</li></ul> <ul><li>Contact Wrexham (Jan 2008) </li></ul> <ul><li>Ask customers what they want </li></ul> <ul><li>Make it easier to access our services </li></ul> <ul><li>Use info provided to improve services</li></ul> <ul><li>Customer Access to Services (web, phone, F2F) </li></ul> <p>7. (CAIS) Half-yearly review (Dec 2009) </p> <ul><li>Customer Access Improvement Service </li></ul> <ul><li>Web is the main customer access channel (In Sept 2009, according to data for 56 councils, 70% of interactions came via website; 17% via telephone and 13% from face-to-face.) </li></ul> <ul><li>Wrexham highlighted as best in Wales(for Success in Finding Information) </li></ul> <ul><li>Wrexham 1 of only 5 Councils with anet overall satisfaction rating &gt; 50%.</li></ul> <p>8. Increasing take-up (2001 2010) Bad weather SiteAnalyze WebTrends 9. Customer Satisfaction (2010 so far) Very satisfied 10. Finding information on site (2010) </p> <ul><li>Example first slide text: </li></ul> <ul><li>Followed by bullet points </li></ul> <ul><li>Like this </li></ul> <p>Yes, completely 11. Likelihood of returning to site (2010) </p> <ul><li>Example first slide text: </li></ul> <ul><li>Followed by bullet points </li></ul> <ul><li>Like this </li></ul> <p>Very likely 12. Web Adds Real Value to WCBC </p> <ul><li>Automated payments + Payments as % of total Revenue </li></ul> <p>13. Channel migration </p> <ul><li>How much money does your website save the Council? </li></ul> <ul><li>2009/10: 216,335 transactions </li></ul> <ul><li>Channel costs: </li></ul> <ul><li>Web (0.39) = 84,370 </li></ul> <ul><li>Phone (3.21) = 694,434 </li></ul> <ul><li>F2F (8.23) = 1,780,433 </li></ul> <ul><li>WCBC Saving (theoretical) </li></ul> <ul><li>1,153,063 </li></ul> <p>14. Whats our Secret? </p> <ul><li>Its quite simple really </li></ul> <ul><li>Good team</li></ul> <ul><li>Strong Coffee </li></ul> <ul><li>Bacon Sandwiches &amp; Donuts </li></ul> <ul><li>Strong Leadership </li></ul> <ul><li>Tenacity, long hours &amp;hard work </li></ul> <p>15. Minimising Visitor Failure </p> <ul><li>Proactive &amp; Reactive </li></ul> <ul><li>Routine website checking &amp; updating (resilience, links, accessibility, Plain English) </li></ul> <ul><li>Monitoring feedback &amp; customer satisfaction </li></ul> <ul><li>(Take-up service, GovMetric) </li></ul> <ul><li>Monitoring website (web activity, resilience, search enquiries etc.) </li></ul> <p>16. Minimising Visitor Failure </p> <ul><li>Proactive &amp; Reactive </li></ul> <ul><li>Publish Information(feedback &amp; reports to Chief Officers, Cllrs and making it available to staff via Intranet) </li></ul> <ul><li>Encourage updates / Embarrass departments </li></ul> <ul><li>Listen </li></ul> <ul><li>e.g. School Closures -Jan 2009Missing information regarding school closures - Denbighshire has it on the front page of its website! (Female, 18-29)-Jan 2010Excellent Website, Regular Updated information on bus routes, bin collections and school closures during the snow and icey conditions.. well done!! (Male, 30-39) </li></ul> <p>17. Maximising visitor satisfaction </p> <ul><li>Proactive &amp; Reactive </li></ul> <ul><li>Content reflect your Councils wide variety of services</li></ul> <ul><li> currency </li></ul> <ul><li>Readability Plain English, clarity, No Jargon, Structure and level of detail </li></ul> <ul><li>Performance &amp; Availability </li></ul> <ul><li>Use Better Connected and other resources </li></ul> <p>18. Maximising visitor satisfaction </p> <ul><li>The secrets? There are none </li></ul> <ul><li>Do the basics all the time </li></ul> <ul><li>Joined up working</li></ul> <ul><li>(Contact Wrexham [F2F / Phone], Digi TV &amp; Web) </li></ul> <ul><li>Be a follower of fashion,</li></ul> <ul><li>not a Trend Setter </li></ul> <ul><li>Build on success </li></ul> <ul><li>Listen to customers, watchthe competition and NEVERsit back and relax! </li></ul> <p>19. Any questions? </p> <ul><li>Dave Hylands </li></ul> <ul><li>Chief Information Systems Officer </li></ul> <ul><li>Wrexham County Borough Council </li></ul> <ul><li>01978 292300 </li></ul> <ul><li></li></ul> <ul><li>Rob Griffiths </li></ul> <ul><li>Web Development Manager </li></ul> <ul><li>[email_address] </li></ul>


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