UC2B Canvassing to Support Customer

Acquisition and Construction

Dr. Jon GantResearch Associate Professor

University of Illinois at Urbana-ChampaignGraduate School of Library and Information Science

Rethinking the Vision for Community and Digital Inclusion“All people, businesses and institutions will have access to digital content and technologies that enable them to create and support healthy, prosperous and cohesive 21st-Century communities” (IMLS 2011, “Building Digitally Inclusive Communities”)

Broadband in Urbana-Champaign

Goals of UC2B 7 fiber rings connect

200 Community Anchors

Connect premise in 11 Census Block Groups

First 2,500 premises receive free installation of fiber network and option to subscribe to service for$19.95

• Collaboration• $29.4 M project

• $22.5 Federal. $3.5 State, $3.4 Local

• Project end date is January 31, 2013

Factors Influencing Broadband Adoption

PerformanceExpectations

Ease of Use Expectations

SocialInfluences

Availability of Resources to Support Use

Broadband Adoption

Source: Venkatesh et al. (2003, p. 447)

VoluntarinessOf Use

ExperienceAgeGender

Place Matters

PerformanceExpectations

Ease of Use Expectations

SocialInfluences

Availability of Resources to Support Use

Desire to Use Broadband

Internet

Source: Venkatesh et al. (2003, p. 447)

VoluntarinessOf Use

ExperienceAgeGender• Information is socially

constructed• Agglomeration and

learning effects• Information Spillovers• Availability of resources

and capabilities geographically bound

Canvassing

Key Goals Customer acquisition survey Managing the canvassing Using computer technology

Customer Acquisition

Activities Canvass door-to-door Provide service to at

least 2,500 premises Data driven approach Inform and educate

Outcomes Maximize the total

number of subscriptions to premises

Provide high quality service

Build relationships Serve with

professionalism

Help Us Manage Customer Acquisition Process

Activities Follow procedures to

report canvass visits Protect equipment Protect personal

information Enter high quality data

Outcomes Maximize the number of

premises canvassed per day Minimize return visits and

backtracking Support coordination with

construction schedule Work safely Be supportive team member

Use Technology for Canvassing

Canvassing Learn how to enter data

correctly using iPad Access maps and walking

routes Report feedback from

canvass visit Collect data for

construction for fiber from curb to home

Managing Canvassing

Plan canvassing routes Update visits Record disposition Support reporting

Next Steps for the GSLIS Community Center for Digital Inclusion

“Building an inclusive society through information and communication technologies”

Goals Build capacity to satisfy local human development needs

with ICTs Engage research, teaching and service Implement strategies to sustain innovations Evaluate and share broadly Address management practices and public policy Work locally, nationally and globally