Building the business case for online self- service July 17, 2014 Gerry McGovern

Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Volume vs Complexity LOW VOLUME HIGH VOLUME LOW COMPLEXITY HIGH COMPLEXITY

Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Staffing Cost vs Vulnerability LOW STAFFING COST HIGH STAFFING COST ENABLED CUSTOMERS VULNERABLE CUSTOMERS

LOW ONLINE DEMAND HIGH ONLINE DEMAND LOW STAFFING COST HIGH STAFFING COST Sweet Spot for Web Self-Service Complex Complicated Simple Self-service Sweet Spot Face-to-Face Sweet Spot Phone Sweet Spot Asylum seeking Planning permission Standard contract questions

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4 cent online $2.40 by phone 2003

Task management on the website Page 8

Expensive support model MS employee  $33 $10 $1 LCA “Nearly 60% of all phone interactions saw the customer start on the company’s website.” The Effortless Experience

Microsoft Example: user’s mental model Old navigation: New navigation: Trademarks Fictitious Names Marketing Fictitious Names 16% of participants found the topic. 100% of participants found the topic. Task: You are looking for a person’s name to use in an example in a whitepaper.

ChannelFixed CostVariable Cost Web£40,000£0.27 Phone£15,000£3.76 Face-to-Face£5,000£9.34

Face-to-Face

Break even: Phone vs face-to- face Face-to-Face Phone

Break even: Web vs face-to- face Break even: Web vs phone

Simple, High Volume Simple, High Volume Simple, High Volume Simple, High Volume Simple, High Volume Simple, High Volume

TOP TASKS TINY TASKS Content Publishing activity

Task management on the website Customer satisfaction with UK Council channels (2008 – 2012)

Waste and Recycling October 2008 Telephone and web transactions Telephone220292% Web2038% Total %

Waste and Recycling April 2009 Telephone and web transactions Telephone194633% Web392267% Total %

@gerrymcgovern Upcoming Webinars Sep 11: The Core Model: A novel approach to designing for Top Tasks