DIGITAL INCLUSION GET 50% 0F OUR WORKING AGE CLAIMANTS USING A DIGITAL SERVICE
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• 1800 working age benefit claimants, therefore circa 900 • Understand the barriers faced by this cohort of people • Explore ways of overcoming these barriers • 52.8% and rising DIGITAL INCLUSION GET 50% 0F OUR WORKING AGE CLAIMANTS USING A DIGITAL SERVICE
description
DIGITAL INCLUSION GET 50% 0F OUR WORKING AGE CLAIMANTS USING A DIGITAL SERVICE . 1800 working age benefit claimants, therefore circa 900 Understand the barriers faced by this cohort of people Explore ways of overcoming these barriers 52.8% and rising. ACTIVITY TO DATE . - PowerPoint PPT Presentation
Transcript of DIGITAL INCLUSION GET 50% 0F OUR WORKING AGE CLAIMANTS USING A DIGITAL SERVICE
• 1800 working age benefit claimants, therefore circa 900
• Understand the barriers faced by this cohort of people
• Explore ways of overcoming these barriers
• 52.8% and rising
DIGITAL INCLUSION GET 50% 0F OUR WORKING AGE CLAIMANTS USING A DIGITAL
SERVICE
ACTIVITY TO DATE
Customer Insight – Deep Understanding of Working Age benefits claimants
Mosaic Public Sector analysis
Joint Survey with JCP of JSA Claimants
Focus groups
Development of new services
New Council Tax Support Scheme – On Line Review
Council Tax Support - digital by default service
Customer testing
Communication
Targeted campaigns
Website Improvements
Results analysis
Cool UncoolCustomer Insight - Focus Group exercise
Customer Insight - Focus Group – Customer comments
The process needs to be
right
Needs a big awareness campaign
emphasizing security
Make IT courses “relevant to their
life” – courses are dry and could be
seen condescending as most already
know basics
They will only transact
online when they are ready to
Bartering system with people who
have computers to
lend?
• What makes something “cool” for them• Quality of the service – including their accessibility and modern• What they do – is it “relevant to my life”• The underlying values of the organisation
• What do they access (middle third)• 3 of 5 bank on-line• All but one do some shopping• All but one do some social networking
• Barriers• End to end process not right • Nervous that might get it wrong• Security – don’t trust the sector with technology• Preference (literacy or computer literacy)• Can’t ask for help when online• No access (either cost or location)
Customer Insight - Focus Group - Summary
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13/05/2013
17/05/2013
21/05/2013
25/05/2013
29/05/2013
02/06/2013
06/06/2013
10/06/2013
14/06/2013
18/06/2013
22/06/2013
26/06/2013
30/06/2013
04/07/2013
08/07/2013
12/07/2013
16/07/2013
20/07/2013
24/07/2013
28/07/2013
01/08/2013
05/08/2013
09/08/2013
13/08/2013
17/08/2013
21/08/2013
25/08/2013
29/08/2013
02/09/2013
06/09/2013
10/09/2013
14/09/2013
18/09/2013
22/09/2013
0
50
100
150
200
250
300
Cohort 1Cohort 2Cohort 3Other
Total letters sent = 1370Cohort 1: 334Cohort 2: 526Cohort 3: 510
Completions = 721Cohort 1 = 177 – 52.7%Cohort 2 = 283 – 53.5%Cohort 3 = 261 – 50.5%
First online test – CTS Review Results
First online test – CTS Review Results
Completion with no support Completion with support
Completion with no support Completion with support
Cohort 1 85% 15%
Cohort 2 72% 28%
Cohort 3 60% 40%
06/05
/2013
17/05
/2013
28/05
/2013
08/06
/2013
19/06
/2013
30/06
/2013
11/07
/2013
22/07
/2013
02/08
/2013
13/08
/2013
24/08
/2013
04/09
/2013
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50
100
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200
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Cohort 1Cohort 2Cohort 3Other
06/05
/2013
17/05
/2013
28/05
/2013
08/06
/2013
19/06
/2013
30/06
/2013
11/07
/2013
22/07
/2013
02/08
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13/08
/2013
24/08
/2013
04/09
/2013
0
20
40
60
80
100
120
Cohort 1Cohort 2Cohort 3Other
Customers needing assistance
Total Number of People:Cohort 1 – 85Cohort 2 – 128Cohort 3 – 106Other – 30
No Computer
No Inter
net
No Email
Doesn't w
ant to
Lost Lett
er
Not recei
ved pass
word
Registr
ation Help
Review
Help
COC not regi
stered
0
5
10
15
20
25
30
35
40
45
50
5 5
1
13
68
16
28
3
912
35
2
13
31
47
6
19
41
64 4
34 33
1
6
20 1 1
3
13
2 2
Cohort 1Cohort 2Cohort 3Other
First online test – CTS Review Results
First online test – Additional Learning
26% of customers attempted the review process through a mobile device
Top 3 Devices
Apple iPad
Apple iPhone
Samsung GT74.00%
13.90%
12.10%
desktop mobile devicetablet
What our customers said“Does not think that MBC / Gov should be
forcing people to use computers, not everyone has one or is computer literate. Regardless of
the amount of help given, it is losing the personal touch.”
“Does not want to complete the review as she does not know how to even turn a computer on let alone get an email address and register online. Does not think it is fair that people who are not computer literate should be made to use online services when they do not feel comfortable doing this. Also is disabled and, therefore, would struggle to sit at a computer and operate it properly.”
“Only receives a small amount of benefit and has had to supply so much information in the past already.”
“Never used a computer and don't intend to start.”
“Has medical condition so unable to use a computer
as makes them feel ill.”
“Full time carer for 8 year old son with medical condition along with two other young children, wife
works to help support the family. He and his wife do not have the time or the energy to deal with anything else as their situation is never likely to change (he will never be going back to work) as his son is unlikely to get any better. He prefers to speak to a human being who can
understand his situation and answer questions that may arise as he goes along. He says if this becomes fully mandatory then he will ignore all letters and let us
chase him as he hasn’t physically got the time to leave his son to spend the time contacting us.”
First online test – Additional Learning
What our customers felt Unsure about this as have already taken computing course.
Cannot afford Internet and am at a distance
from library.
I'm not IT literate.
its simple and easy Everything was easy.
Well set out.
Visiting a council office was required when the council
tax was reviewed and again when moving - what's the point of going online when you still have to attend in
person. Make it all online or do not make it a
requirement
I am EXTREMELY UNCOMFORTABLE about
being FORCED to us online services which may be
COMPROMISED. These days 'The internet' is NOT something I want to use.
I prefer to speak to a person as it gives me
more confidence.The leaflets that came with my letter gave very simple easy to
understand steps on how to complete
.
I didn't find anything difficult.
First online test – CTS Review Results
• Diversify our e-services with the implementation of online new claims, changes of circumstances and Revenues services
• Enhance accessibility through using different forms package and personalising our digital services to the individual customer – Me and My account
• Improve sustainable cost effective digital accessibility through exploring more community based projects
• Improve the usability of our digital services through developing our new CMS system which is more mobile device orientated and which will enable us to create a process that can be thoroughly tracked through Google analytics
Summary – What’s next
Thank you for listening,any questions?
