1800 working age benefit claimants, therefore circa 900 understand the barriers faced by this cohort...

• 1800 working age benefit claimants, therefore circa 900

• Understand the barriers faced by this cohort of people

• Explore ways of overcoming these barriers

• 52.8% and rising

DIGITAL INCLUSION GET 50% 0F OUR WORKING AGE CLAIMANTS USING A

DIGITAL SERVICE

ACTIVITY TO DATE

Customer Insight – Deep Understanding of Working Age benefits claimants

Mosaic Public Sector analysis

Joint Survey with JCP of JSA Claimants

Focus groups

Development of new services

New Council Tax Support Scheme – On Line Review

Council Tax Support - digital by default service

Customer testing

Communication

Targeted campaigns

Website Improvements

Results analysis

Cool Uncool

Customer Insight - Focus Group exercise

Customer Insight - Focus Group – Customer comments

The process needs to be

right

Needs a big awareness campaign

emphasizing security

Make IT courses “relevant to their

life” – courses are dry and could be

seen condescending as most already

know basics

They will only transact

online when they are ready to

Bartering system with people who

have computers to

lend?

• What makes something “cool” for them• Quality of the service – including their accessibility and modern• What they do – is it “relevant to my life”• The underlying values of the organisation

• What do they access (middle third)• 3 of 5 bank on-line• All but one do some shopping• All but one do some social networking

• Barriers• End to end process not right • Nervous that might get it wrong• Security – don’t trust the sector with technology• Preference (literacy or computer literacy)• Can’t ask for help when online• No access (either cost or location)

Customer Insight - Focus Group - Summary

13/05/2

013

17/05/2

013

21/05/2

013

25/05/2

013

29/05/2

013

02/06/2

013

06/06/2

013

10/06/2

013

14/06/2

013

18/06/2

013

22/06/2

013

26/06/2

013

30/06/2

013

04/07/2

013

08/07/2

013

12/07/2

013

16/07/2

013

20/07/2

013

24/07/2

013

28/07/2

013

01/08/2

013

05/08/2

013

09/08/2

013

13/08/2

013

17/08/2

013

21/08/2

013

25/08/2

013

29/08/2

013

02/09/2

013

06/09/2

013

10/09/2

013

14/09/2

013

18/09/2

013

22/09/2

0130

50

100

150

200

250

300

Cohort 1Cohort 2Cohort 3Other

Total letters sent = 1370Cohort 1: 334Cohort 2: 526Cohort 3: 510

Completions = 721Cohort 1 = 177 – 52.7%Cohort 2 = 283 – 53.5%Cohort 3 = 261 – 50.5%

First online test – CTS Review Results


Completion with no support Completion with support

Completion with no support Completion with support

Cohort 1 85% 15%

Cohort 2 72% 28%

Cohort 3 60% 40%

06/0

5/20

13

17/0

5/20

13

28/0

5/20

13

08/0

6/20

13

19/0

6/20

13

30/0

6/20

13

11/0

7/20

13

22/0

7/20

13

02/0

8/20

13

13/0

8/20

13

24/0

8/20

13

04/0

9/20

13

0

50

100

150

200

250


06/0

5/20

13

17/0

5/20

13

28/0

5/20

13

08/0

6/20

13

19/0

6/20

13

30/0

6/20

13

11/0

7/20

13

22/0

7/20

13

02/0

8/20

13

13/0

8/20

13

24/0

8/20

13

04/0

9/20

130

20

40

60

80

100

120

Cohort 1

Cohort 2

Cohort 3

Other

Customers needing assistance

Total Number of People:Cohort 1 – 85Cohort 2 – 128Cohort 3 – 106Other – 30

No Computer

No Inter

net

No Email

Doesn't w

ant to

Lost

Letter

Not rece

ived pass

word

Regist

ration Help

Review

Help

COC not reg

istere

d0

5

10

15

20

25

30

35

40

45

50

5 5

1

13

68

16

28

3

9

12

35

2

13

31

47

6

19

4

1

64 4

34 33

1

6

20 1 1

3

13

2 2



First online test – Additional Learning

26% of customers attempted the review process through a mobile device

Top 3 Devices

Apple iPad

Apple iPhone

Samsung GT74.00%

13.90%

12.10%

desktop mobile devicetablet

What our customers said

“Does not think that MBC / Gov should be forcing people to use computers, not everyone has one or is computer literate. Regardless of

the amount of help given, it is losing the personal touch.”

“Does not want to complete the review as she does not know how to even turn a computer on let alone get an email address and register online. Does not think it is fair that people who are not computer literate should be made to use online services when they do not feel comfortable doing this. Also is disabled and, therefore, would struggle to sit at a computer and operate it properly.”

“Only receives a small amount of benefit and has had to supply so much information in the past already.”

“Never used a computer and don't intend to start.”

“Has medical condition so unable to use a computer

as makes them feel ill.”

“Full time carer for 8 year old son with medical condition along with two other young children, wife

works to help support the family. He and his wife do not have the time or the energy to deal with anything else as their situation is never likely to change (he will never be going back to work) as his son is unlikely to get any better. He prefers to speak to a human being who can

understand his situation and answer questions that may arise as he goes along. He says if this becomes fully mandatory then he will ignore all letters and let us

chase him as he hasn’t physically got the time to leave his son to spend the time contacting us.”

First online test – Additional Learning

What our customers felt Unsure about this as have already taken computing course.

Cannot afford Internet and am at a distance

from library.

I'm not IT literate.

its simple and easy Everything was easy.

Well set out.

Visiting a council office was required when the council

tax was reviewed and again when moving - what's the point of going online when you still have to attend in

person. Make it all online or do not make it a

requirement

I am EXTREMELY UNCOMFORTABLE about

being FORCED to us online services which may be

COMPROMISED. These days 'The internet' is NOT something I want to use.

I prefer to speak to a person as it gives me

more confidence.The leaflets that came with my letter gave very simple easy to

understand steps on how to complete

.

I didn't find anything difficult.


• Diversify our e-services with the implementation of online new claims, changes of circumstances and Revenues services

• Enhance accessibility through using different forms package and personalising our digital services to the individual customer – Me and My account

• Improve sustainable cost effective digital accessibility through exploring more community based projects

• Improve the usability of our digital services through developing our new CMS system which is more mobile device orientated and which will enable us to create a process that can be thoroughly tracked through Google analytics

Summary – What’s next

Thank you for listening,any questions?

1800 working age benefit claimants, therefore circa 900 understand the barriers faced by this cohort...

Documents