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MOVING TO AN ONLINE SERVICE MODEL Jayne Hilditch
CIH Digital Housing – Innovating the industry
13 February 2015
FEBRUARY 12, 2015 1
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MOVING TO AN ONLINE SERVICE MODEL
▸Different approaches to online services
▸What we’ve taken online
▸Asking v observing behaviours
▸Data: what the analytics tell us
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DIFFERENT APPROACHES TO ONLINE SERVICES
FEBRUARY 12, 2015 3
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DIFFERENT APPROACHES TO ONLINE SERVICES:
The only way
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DIFFERENT APPROACHES TO ONLINE SERVICES:
The only way
A choice of ways
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DIFFERENT APPROACHES TO ONLINE SERVICES:
The only way
A choice of ways
The preferred way
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“make it so good, people who can, choose to use it”
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“make it so good, people who can, choose to use it”
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ONLINE SERVICES:
▸ Customers have asked for it.
▸ Offers a 24/7 channel to customers
▸ Reduce the cost to serve
▸ 2009 Audit Commission/PWC report on 19 Local Authorities transaction costs
- Post £12.10
- Face to Face £10.53
- Phone £3.39
- Online £0.08
▸ A PhD thesis could be written (and probably has).
▸ Lots of exchanging ignorances : its not been done at scale in housing yet.
▸ We’re measuring as we roll-out, so we can start to answer those questions
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WHAT WE’VE TAKEN ONLINE…
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PICTURE OF BREAD AND BUTTER
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BREAD & BUTTER… (FOR THE CUSTOMER)
▸ Accounts: Rent & service charge statements Parking / garage and sundry charges HB statement Make a payment using our own payment gateway
▸ Repairs: Request a repair – integrates with back-office workflow View repairs reported & completed Visibility over common parts Upload a photo of the problem Feedback on the contractors performance Book a repair appointment slot
▸ Contact info specific to that customer
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OLD WORLD
… website was a PR/Marketing thing … mobile not considered
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NEW WORLD
… digital services … mobile is king
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BREAD & BUTTER… (FOR THE ORGANISATION)
▸Scale-able web hosting
▸Real time data
▸Top notch security & identity verification
▸Analytics in real time
▸Admin suite
▸Test/Demo environments with fakify data
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ASKING & OBSERVING (ABOUT THE ONLINE SERVICE)
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“ Oh Sorry. I got it wrong. I’m a bit rubbish at computers ”
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ASKING & OBSERVING (ABOUT THE HOUSING SERVICE ITSELF)
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BITE SIZE: PER TRANSACTION
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BITE SIZE: PER TRANSACTION
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DATA: WHAT DO THE ANALYTICS TELL US
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PUNCH LINES FOR ONLINE SERVICES:
▸Design in bite-size feedback
▸Don’t rely on asking. Observe.
▸Analytics data reveals what people actually do
▸Beware of assumptions
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A FINAL THOUGHT.
“When we’re making decisions…. …If there’s data, lets use it. If there’s only opinions, lets use mine”