Customer Insight and Segmentation | Anthony Bamford | July 2014
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Customer preferences for contact are shifting towards digital channels, with increasing expectations for faster response times. A significant portion of UK citizens now prefer using the internet via smartphones and spend an average of 289 minutes daily online. The document emphasizes the necessity of understanding customer segments and experiences to improve service delivery and meet evolving customer needs.
Customer Insight and Segmentation | Anthony Bamford | July 2014
- 1. Customer Insight and Segmentation Anthony Bamford Head of Customer Experience and Research @akbamford
- 2. Preferences are changing Customer contact preferences are changing We now want customer contact through digital channels Try to deliver the information to customers where they want it Customer expectations of response times is a lot faster
- 3. Customer needs have changed 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2%3%3% 10% 82% Online E-mail Phone At the Post Office® By post How do you prefer to transact with DVLA?
- 4. Customer needs have changed 0% 5% 10% 15% 20% 25% 30% 5% 13% 29% 16% 19% 16% 3% 0 to 1 hours/week 2 to 4 hours/week 5 to 6 hours/week 7 to 9 hours/week 10 to 20 hours/week 21 to 40 hours/week Over 40 hours/week On average how many hours a week do you use the internet?
- 5. Customer needs have changed 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 1%1% 5%5% 27% 32% 46%47% Laptop PC Tablet Smartphone iMac Mac Book Other via games console What is your preferred method of accessing the internet?
- 6. UK Online Time 60% of people owning a smartphone are able to connect to the web. Tablet ownershi p has increased by 9% since 2013. 16% of internet traffic does not come from Laptop or PC – This is expected to increase! 85% of the UK population have used the Internet! UK citizens spend on average 289 minutes a day on the web…that’s only 11 minutes shy of 5 hours! Of these 289 minutes, 61 minutes are used for social networking!!!
- 9. Why do customers contact us 2.75m contacts asking How do I do that? 300,000 contacts from people chasing where their application is 192,000 contacts from people needing help to fill in their form 684,000 contacts from people who haven’t received their document Simpler | Better | Safer
- 10. Information issues Customer is unable to find what they need or when they find it they don’t understand it Complexity of information, need for simpler processes Progress chasing Meet or manage customer’s expectations Process improvements Transactional issues Either we or the customer has not handled the transaction correctly Where is the potential for reduction?
- 11. The recommendations from the Reilly Review have given a requirement for the Agency to better understand and document its customer segments and how they use our services The understanding of this baseline will help define and inform the delivery of service improvement An understanding of what our customers require from future services Customer Experience Mapping and Segmentation
- 12. Customer Experience Mapping and Segmentation Analysis of the customer’s end to end experience of product or service Look at all DVLA services and the customer segments that use them How does customer experience differ for each segment? Understand what the customer thinks can be done differently to make the experience better Taking note of all “TOUCH POINTS” and “MOMENTS OF TRUTH”
- 14. Supplement this with quantitative research and data from customer feedback Map the user journey from the customer perspective through qualitative research such as Focus Groups and Depth Interviews Deliver a complete set of User Experience Maps for each service by customer type We will document the current user experience for every service and this will be broken down by each customer segment and type. Customer Experience Mapping and Segmentation The customer segment groups will be based around, consumer, commercial, government and staff
- 15. SUMMARY Establish what the customer needs Use Voice of the Customer to get the data Establish root cause and impact Involve the customer in developments Must have senior support to be successful Keep it simple
- 16. ANY QUESTIONS?
Editor's Notes
- #2: Good afternoon, thank you for inviting me to speak today. I’ve enjoyed listening to the other presentations and I hope what I brought today helps in understanding our approach to involving the customer in improving our delivery and development of our services. I am Anthony Bamford. I manage the Customer Experience and Research unit at DVLA and I’m going to talk about our approach to customer to feedback and how we have embedded customer research into the development of our new products.
- #8: Can be product or contact view Will contain trend charts Links to each tracker (for the detail Top 10 or key issues
- #10: Everybody here has heard of DVLA right? The majority at least I would say. So I’m not going to cover all of this in a huge amount of detail. But; DVLAs remit is to register drivers and vehicles and maintain that database of 46 million drivers and 37 million vehicles, to collect vehicle excise duty or road tax and to issue the various pieces of documentation that support that such as your driver licence.
- #17: So that’s it from me. I hope you have found this to be useful. Hopefully it’s given you some ideas and tips you can take away. Thank you very much for listening so patiently. Thanks.