Minimising visit failure; maximising visitor satisfaction – Dave Hylands

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  • 1.Minimising visit failure;maximising visitor satisfaction Dave Hylands,Chief Information Systems Officer,with responsibility for Customer Access Wrexham County Borough Council

2. About Wrexham

  • North East Wales
  • WCBC created in 1996(Local Government (Wales) Act 1994)
  • Population 132,900(2008 mid year estimate)
  • Largest Town in North Wales
  • Wide catchment area for shopping(Flintshire, Denbighshire, Conwy and Gwynedd and Shropshire)
  • Manufacturing / Industrial base
  • International Football Ground(Conference league)
  • Pontcysyllte Aqueduct(UNESCO World Heritage site)

3. 1999 - 2010 1999 2001 4. Wrexham.gov.uk

  • Background information
  • Web moved to Information Systems in 1999
  • Redesigned web with customer as the focus (key drivers: accessibility & welsh language)
  • Site re-launched end 2000(web team established)
  • No CMS, site managed via web team
  • Web developed in-house, 4 FT employees(working with IS dept systems integration team)
  • SOCITM Best website in Wales (2002/4/5/6/9/10)
  • Website Accessibility Award 2009(Good Communications)

5. Our Vision (2001 eGovernment) 6. Our Vision (2010 CAS)

  • Focusing on our Customers
  • Initial customer access strategy 2005
  • Digital TV (Oct 2006)
  • Pride in your Streets (Sept 2007)
  • Contact Wrexham (Jan 2008)
  • Ask customers what they want
  • Make it easier to access our services
  • Use info provided to improve services
  • Customer Access to Services (web, phone, F2F)

7. (CAIS) Half-yearly review (Dec 2009)

  • Customer Access Improvement Service
  • 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.)
  • Wrexham highlighted as best in Wales(for Success in Finding Information)
  • Wrexham 1 of only 5 Councils with anet overall satisfaction rating > 50%.

8. Increasing take-up (2001 2010) Bad weather SiteAnalyze WebTrends 9. Customer Satisfaction (2010 so far) Very satisfied 10. Finding information on site (2010)

  • Example first slide text:
  • Followed by bullet points
  • Like this

Yes, completely 11. Likelihood of returning to site (2010)

  • Example first slide text:
  • Followed by bullet points
  • Like this

Very likely 12. Web Adds Real Value to WCBC

  • Automated payments + Payments as % of total Revenue

13. Channel migration

  • How much money does your website save the Council?
  • 2009/10: 216,335 transactions
  • Channel costs:
  • Web (0.39) = 84,370
  • Phone (3.21) = 694,434
  • F2F (8.23) = 1,780,433
  • WCBC Saving (theoretical)
  • 1,153,063

14. Whats our Secret?

  • Its quite simple really
  • Good team
  • Strong Coffee
  • Bacon Sandwiches & Donuts
  • Strong Leadership
  • Tenacity, long hours &hard work

15. Minimising Visitor Failure

  • Proactive & Reactive
  • Routine website checking & updating (resilience, links, accessibility, Plain English)
  • Monitoring feedback & customer satisfaction
  • (Take-up service, GovMetric)
  • Monitoring website (web activity, resilience, search enquiries etc.)

16. Minimising Visitor Failure

  • Proactive & Reactive
  • Publish Information(feedback & reports to Chief Officers, Cllrs and making it available to staff via Intranet)
  • Encourage updates / Embarrass departments
  • Listen
  • 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)

17. Maximising visitor satisfaction

  • Proactive & Reactive
  • Content reflect your Councils wide variety of services
  • currency
  • Readability Plain English, clarity, No Jargon, Structure and level of detail
  • Performance & Availability
  • Use Better Connected and other resources

18. Maximising visitor satisfaction

  • The secrets? There are none
  • Do the basics all the time
  • Joined up working
  • (Contact Wrexham [F2F / Phone], Digi TV & Web)
  • Be a follower of fashion,
  • not a Trend Setter
  • Build on success
  • Listen to customers, watchthe competition and NEVERsit back and relax!

19. Any questions?

  • Dave Hylands
  • Chief Information Systems Officer
  • Wrexham County Borough Council
  • 01978 292300
  • Dave.Hylands@wrexham.gov.uk
  • Rob Griffiths
  • Web Development Manager
  • [email_address]