Channel Shift
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Channel Shift is the process of moving (or shifting) users from non-digital channels to digital channels for accessing and interacting with services.
In general, this will be from a more expensive channel to a more efficient one.
The table here shows costs per transaction via different channels (3) showing a clear reduction in cost of shifting customers to an online channel.
Face to Face
£10.53
£14.00
Telephone
£3.39
£5.00
Post
£12.10
Online
£0.08
£0.17
Channel shift can bring the following benefits:
Improved customer satisfaction
Reduced costs
Increased efficiency
‘Councils across the country face the reality that between 2010 and 2020 they will have lost 60% of the money Government had provided for services. Meanwhile, demand for services continues to increase from hard-pressed citizens. Finding operational efficiencies to enable continued service delivery with reduced budgets – and cope with reductions in headcount – has presented a significant challenge to councils (4)’
There is an inherent win-win on offer from developing online self-service offerings:
For users/customers:
Convenience - access to services at any time and any place
More personalised responses and accessibility options
More control and choice over service options
For organisations:
Significant reduction in costs and inefficiencies for service providers
Save money on staff, infrastructure and administration
Releasing capacity across the organisation
Collect and analyse data more easily
Accuracy in transaction processing through automated workflows
Ability to innovate and adapt services more easily
All manner of interactions between citizens and their Public Services can be shifted online. Examples might include:
Waste recycling centre opening times
What can be recycled there
Permit or licence applications
Bin collection days
Fly tipping or dog fouling reporting
Publishing statistics
Publishing Information commonly requested under FOI
Registering for elections
Paying for services
These can be generalised into 3 broad content categories:
General information pages and online forms
Information that can be found by inputting an address
Information that can be viewed or reported via an interactive map
Many services a Council offers are linked to, or could be linked to an address
This allows citizens the ability to search for their address using a postcode and an address look-up and return information specific to them and/or their property. These could include things such as:
Sign up to additional services e.g. requesting green waste collection or special refuse collection
Requesting special services for those with a medical condition or disability e.g. assisted bins service
Reporting something e.g. a missed bin collection, flooding or a broken streetlight
Requesting a permit or license
Searching registers e.g. Planning applications/decisions and Building Control applications
Making a payment e.g. Council Tax
Although addressing can be used for many interactions, there are many things that do not occur at an address, or an address is not the best way to describe its location. Examples might be:
Fly tipping at the side of a dual carriageway or in a lay-by
Dog fouling on a footpath
Potholes
Damaged Services
Dangerous Trees
Flooding
Emergency incidents
In these situations, an excellent alternative is to present citizens with an interactive map, allow them to report the precise location with a pin and add additional details against this it.
This makes reporting easy for the customer as they do not need to associate with an address that may be some distance away and also registers the location of the issue accurately for incident management teams to locate.
Cost Savings:
Reductions in costly face-to face and phone contact
Reduced officer time spent in entering or re-keying data or correcting errors
Reductions in print, postage and storage costs.
Efficiencies:
Reduced officer time spent in entering or re-keying data or correcting errors
Can form part of fully automated services
Can be linked to staff task lists
Accurately locate issues
Reduce FOI Requests
Customer experience:
Provides a convenient 24-7 service
No need to travel to a physical location or make a call
Faster personalised responses
More control over their options
Easily managed accessibility options
The Economic Case for Digital Inclusion, Price Waterhouse Coopers, Oct 2009.
Local Government Information Unit, going where the eyeballs are, connecting councils with their communities
Channel Shift: Realising the Benefits -
4.The Digital Channel Shift Programme.
This content has been developed from what was originally a Lightning Talk PowerPoint slide set. These slides are available to PSGA members to view and download from the
