Implementing a Digital Strategy for Enhanced Customer Experience
"Explore the journey of Folkestone & Hythe District Council in implementing a comprehensive digital strategy to meet evolving customer needs. Discover the benefits of digital transformation, increased customer expectations, and a new operating model driven by ICT and digitalization."
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Presentation Transcript
Implementing a Digital Strategy Sarah Robson Folkestone & Hythe District Council 27 March 2019
Why do digital? https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcTlDFsxfrggWr1DUHxkfxeI4uo-rCUxDKUrW_CbuAP6SC3ryrAD Business as usual is no longer an option Ongoing budget cuts Population increasing and ageing Digital natives turning 18 Customers have high expectations for digital services Encourages self service and manages demand More efficient use of resources to move to digital channels http://pbygenval.org/wp-content/uploads/sites/47/2015/07/facebook-logo.jpg
Our digital agenda Digital is not a bolt-on on or nice to have - it is part of everything More and better digital services that customers want to use Redesign how we work to meet current and future needs of our customers. Rethink everything we do, reduce bureaucracy, place users at the centre Tackle back office systems as well as front end New ways of working, collaborate and share learning
Better for us, better for the customer Channel shift easier for the customer to transact online One view of the customer removes multiple handling Ability to access multiple services End-to-end service delivery Reduces failure demand get it right first time Easier to detect fraud Back office more efficient, less manual intervention, manages demand and reduces calls More time dealing with complex enquiries and customers unable to access online services
8.62 2.83 15p Source: SOCITM
Our transformation programme New operating model enabled by ICT and digitalisation Redesigned services to benefit our customers Culture change led from the top
Our approach to transformation Process design Behaviours and ways of working Improved customer service, efficiency and resilience at reduced cost Organisational structure ICT and Digitalisation
Design principles Focus on the customer experience Fewest steps for the customer Keep customers informed Digital by default (wherever possible) Collect less and tell us once Resolve first time Use skills and expertise effectively Use technology to ensure compliance Efficient working Supporting customers to do more Proactively present and shape customer demand
Our digital strategy Council s first Digital Strategy adopted in 2018 Website transforming our website as our core digital platform Technology introducing new technology to support end-to-end service delivery Digital inclusion supporting our customers in overcoming exclusion Culture how we will embed digital transformation into our culture
Local digital declaration In 2018 our residents successfully completed 25,000 online transactions As part of our continued commitment to a digital channel shift in services, the Council signed up to Government s Local Digital Declaration in November 2018 Affirms our commitment to develop more flexible and personalised online services, whilst delivering value for money https://localdigital.gov.uk/declaration/
Financial savings the opportunity Reviewing all business processes as part of transformation Starting with the customer in mind Applying the design principles Identifying opportunities for digitalisation Where business processes can be improved, potentially minimises manual intervention between 15 100% Opportunity to create an initial year-on-year saving of up to 300k in Customer Services and Business Support currently being tested
And finally It s not for everyone Important that no one is left behind and unable to access services Reasons for digital exclusion are complex: Access - the ability to connect to the internet Skills - to be able to use the technology Motivation - knowing why using the internet is a good thing Trust - fearing lack of security and online crime A significant element of our Digital Strategy will aim to promote and signpost information and resources to help individuals overcome digital barriers
Get in touch sarah.robson@folkestone-hythe.gov.uk www.folkestone-hythe.gov.uk
