Simon Pollock is the Head of Customer Service at Surrey County Council. The document discusses Surrey's channel shift strategy to move customer contacts online. It notes that channel shift is about designing effective channels that are appropriate for the type of contact and customer, not just moving contacts online. There are three speeds of channel shift: turning internal systems outward, hopping between channels, and using the public website more. Channel shift has led to fewer phone calls and contacts at Surrey County Council while increasing website visitors and total contacts, reducing the cost per contact by over 25% since 2007.
3. Authors
Sarah Fogden, Cabinet Office
Bob Kamall, Cabinet Office
Carolyn Cho, Cabinet Office
Stephen Dodson, DC10plus
Marin Herbert, Student Loans Company
Simon Pollock, Surrey County Council
9. “…..deliberate channel shift is the design and
marketing of effective and efficient channels
because they are the most appropriate channel for
the type of contact, customer and organisation….”
20. Turn Of Your Internal Systems
Less internet users shifting to other channels
Less calls
Better 24 hour offering
More citizen empowerment
Less or no Contact Centre licences
Less Contact Centre training
Ability for partners to take your calls
Easy to upscale operation with untrained staff
The beginnings of a “unified public sector” ??