The Best Customer Service is No Customer Service? CSBA Website Assessment for Councils

The Best Customer Service is No Customer Service?CSBA Website Assessment for Councils- Confidential - Presented August 2013

www.csba.com.au LGPRO Website Assessment Project – June 2013 2

Why is it essential for enquiries to be answered by a good website?

A good website that answering enquiries efficiently will pay for itself many times over.

Measure it regularly to ensure that it continues to save the council money.

Face-to-face

council counter

visit - $15 approx. per visit

Email - $10 approx.

per emailPhone call - $7.50 per

call Good website –

cost is negligible

$0.10

Source: - CSBA internal research based on average cost for general enquiries

Customer satisfaction often improves with offering services online.

Denotes customer satisfaction with each channel


What does a good website look like?

It shouldn’t just look good

How do you know whether it answers enquiries?

You need to measure it, and benchmark it against other websites.


CSBA Measurement – We chose 6 of the Best

We selected a mixture of six councils, Metro and Regional

6 website assessments – one for each council City of Greater Geelong City of Boroondara City of Wyndham Strathbogie Shire Latrobe City Council Frankston City Council

For consistency, we chose the same enquiry – how do I get a rubbish bin replaced?

Results presented on a total, aggregate basis

Wanted to show where some councils were doing things well.

www.csba.com.au 5

Not all websites consistent – opportunities lost

LGPRO Website Assessment Project – June 2013

7575

Ease

of

Use

Ease of Finding I nformation

Website Performance Grid

Council 1

Council 2

Council 3

Council 4

Council 5

Council 6

www.csba.com.au

Detail for Ease of Use/Ease of Finding Information

Ease of Use – Navigation from page to page – 11 criteria including; clearly indentified link to home page, easy navigation to previous pages, only company based search results, precise search tab results, site map available, easy to use search tab available, company logo link to home page on all pages, link and webpage titles match, standardisation of colours used for links, appropriate domain name used and appropriate page titles (when not on home page).

Ease of Finding Information - Mouse Search and Search Box Search - 6 criteria for each type of search, including; number of clicks to reach site, relevant webpage found, enquiry resolved, level of enquiry resolution, understandable text responses.



How did they go?

CRITERIA FOR WEBSITE USABILITY EVALUATIONEase of Use (Navigation) ScoreClearly-identified link back to the Home page 83%Easy navigation to previous pages 83%Search results don't come up with results for another organisation 100%Search box returns precise results based on search term 83%Easy-to-use Search box is available (always should be shown/visible) 83%Council logo is linked to the Home page on all pages 83%Link and webpage address match titles of the pages to which they refer 100%Appropriate domain name is used (.com.au or .gov.au) 100%Page has a clear title (department, etc.) of where you are currently located 100%Ease of Use Index 91%IdentityThere is a clear path to information about the council 100%Clear company name on top of page 100%Contact details are easily available (top or bottom) 83%Control All appropriate browsers are supported 100%Content available in multiple languages 67%If yes, how many languages were available? (average number across councils) 20If yes, were the languages represented in the best practice style? 50%The language used is simple, and no jargon is used 100%


How did they go? (continued)

Error Prevention and Correction An error occurred when navigating the website 0%AccessibilityThe official website ranks first in a Google Search 83%The website makes use of main social media i.e. YouTube, Facebook, Twitter 67%Ease of Finding Information - Mouse SearchIf you conducted a mouse search, how many clicks did it take you to reach the page you wanted? (maximum 6 clicks) 2.2

How many attempts did you make to get to the site? (once reached 6 clicks) 1.4Relevance of webpage for your enquiry? 100%Did the page resolve your enquiry? 83%Is the text which contains the answer easily understood? 100%Ease of Finding Information – Search BoxIf you made a search box search, is the result in the first page of results? 83%Did you find the relevant webpage for your enquiry? 100%Did the page resolve your enquiry? 100%Is the text which contains the answer easily understood? 50%

LGPRO Website Assessment Project – June 2013 9www.csba.com.au

www.csba.com.au

Broken Bins - Online Forms?

Is the form truly online?

Customer has to call the Council

Council has to process manually, amend records

Council to repair bin (maybe through contractor)

Is it a seamless process for the Customer and the Organisation?

Journey Map the Process – can it be joined up better for the Customer and the Organisation?



Why listen to CSBA?

We conduct thousands of Local Government Customer Service assessments every quarter

We work closely in Local Government (training/journey mapping/consultancy) to improve organisations

We have worked closely with nearly all the organisations in this room!


Summary and Next Steps

Give Value for Money to Customers Greater customer satisfaction by offering services efficiently online Save Council Money – concentrate on the services which really matter.

Understand which processes are better handled online

Concentrate on making these processes work seamlessly.

Measure your website using a process that works Independently benchmark performance against others.

The Best Customer Service is No Customer Service? CSBA Website Assessment for Councils

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