Home > Uncategorized > UK Councils – Customer Access Index – September 2010 Data

UK Councils – Customer Access Index – September 2010 Data

This month:

  • UK Councils-  Channel Access Ratios
  • UK Councils – Highest volume service demand
  • How do you really measure Channel shift?

Welcome to the review of GovMetric data for September 2010 – This month we will take a quick look at the 2 key charts – channel ratios and service volume trends for UK councils in the sample – The methodology for these reports is further down this blog.

As we get closer to Christmas I guess the main question is whether we are going to see a repeat of last year’s channel squeeze.

Channel ratios

Channel ratios

The other chart we look at regularly is demand by service type.

Service Demand

Service Demand

How do you really measure Channel shift?

With a big emphasis on channel shift at the moment we thought it would be useful to contribute some thoughts on definition around this subject – after all it is going to become an increasingly higher profile subject over the next few years.

It is our experience that one evolves through different stages of understanding and sophistication on channel optimisation – as an organisation is it essential to work through each step to gain the learnings before moving on to the next one? We’d be interested in your thoughts.

The first phase is what Tameside described some years ago as ‘Measuring Fruit’ rather than trying to distinguish between ‘Apples and Bananas’. Our experience matches this. The initial challenge is to get the organisation measuring as many channels and services as it can. This will reveal a number of inconsistencies but once known and understood these can be standardised, value can be gauged,  and you can move on.

The next phase is to try and associate costs against such data. Again, initiatives such as Socitm’s Channel Value Benchmarking service are invaluable in helping organisations understand their costs and how to allocate to channels / services etc.

Another phase then emerges.  This is the one many of us are currently working through. There is a huge difference between helping a customer complete a complex benefit application in your customer service centre, and answering a simple information request query over the telephone. Whilst we recognise this on an individual channel or service basis without any further definition these might get counted as equal interactions when aggregated up for the bigger picture.

As a contribution to this question we’d like to share our thoughts on defining interactions – in a way that isn’t too burdensome, but which would provide a consistent and comparable basis for monitoring channel shift.

Any interaction can be defined as a:

Customer Service Type / Level – eg:

  • Assisted – dedicated 121 support
  • Mediated – one to many support – eg web chat
  • Self – customer to system – eg IVR or web

What Service? – eg:

  • As per Local Gov Service / Function list categories – eg Planning, Benefits etc.

Channel – eg:

  • Home visit
  • Face 2 face at OSS
  • Telephone
  • Txt
  • Web
  • Email
  • Post

How complex? – eg:

  • Information only
  • Simple interaction – eg requesting a form, paying etc
  • Complex interaction – needing help, dialogue, support etc.

What are your thoughts? Anything to add / amend / delete? Look forward to hearing from you.


Data is sourced from www.govmetric.com. GovMetric is a customer experience measurement service that enables you to listen to the Voice of the Customer across all contact channels, to prioritise which areas to improve and to measure improvements through near real-time reporting.

For a demo of how GovMetric works please click here.  Make sure you have volume turned on!

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