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Camp Digital 2022: tailored advice

Camp Digital 2022: tailored advice

Camp Digital - Manchester 23rd June 2022

TAILORED ADVICE SERVICES IN THE MODERN AGE
This talk is about the work we’re doing at Citizens Advice to scale a tailored advice service for our clients.

I’ll cover how we’re building product capability; re-platforming our underlying technology; tailoring our content, and experimenting with data.

I’ll explain what we’ve done, what we’ve learned, and our future plans. I’ll share successes and challenges, and offer tips.

This talk is for anyone looking to tailor products to people.

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kyliehavelock

June 23, 2022
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Transcript

  1. Hello Camp Digital! @kyliehavelock

  2. Tailored advice services in the modern age @kyliehavelock

  3. (or, why Digital by Default is no longer the strategy

    - and what is) @kyliehavelock
  4. None
  5. None
  6. None
  7. None
  8. None
  9. Citizens Advice handbook UK Ministry of Health booklet 1948

  10. Ration books Homelessness Evacuation Debt 1939 1970s - 1980s Two

    recessions: growth in poverty Debt, housing and employment issues increase 2000s COVID pandemic begins 2020 2010s Child poverty continues to rise in working families Cost of living crisis Energy prices High inflation 2022 Digital revolution 1998 onwards
  11. 265 local offices across England and Wales 21,000 volunteers 7000

    advisers 2.45 million people helped 1:1 over the phone and webchat 62.8 million pageviews of our advice content 4 in 10 people have used Citizens Advice at some point in their lives 9 out of 10 people said they had a positive experience with Citizens Advice 6 out of 10 people felt less stressed, depressed or anxious as a result £13 direct benefit to clients for every £1 we spend
  12. How do we scale (through technology) whilst staying true to

    our purpose?
  13. “…digital services that are so straightforward and convenient that all

    those who can use them will choose to do so whilst those who can’t are not excluded”
  14. “…digital services that are so straightforward and convenient that all

    those who can use them will choose to do so whilst those who can’t are not excluded”
  15. None
  16. Channel shift = channels treated as separate, with the digital

    service having primacy Assisted digital failed to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
  17. Channel shift = channels treated as separate, with the digital

    service having primacy Assisted digital failing to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
  18. Channel shift = channels treated as separate, with the digital

    service having primacy Assisted digital failing to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
  19. …but that was then. Channel shift = channels treated as

    separate, with the digital service having primacy Assisted digital failing to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
  20. 10 years later

  21. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
  22. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
  23. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
  24. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
  25. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled 40% more likely that high income households are able to carry out basic digital tasks than low income households 55% of people said there are key day- to-day services they need that cannot be fulfilled online 9% of households with children without access to a device
  26. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled 40% more likely that high income households are able to carry out basic digital tasks than low income households 55% of people said there are key day- to-day services they need that cannot be fulfilled online 9% of households with children without access to a device
  27. 5.3 million adults have never used the internet or used

    it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled 40% more likely that high income households are able to carry out basic digital tasks than low income households 55% of people said there are key day- to-day services they need that cannot be fulfilled online 9% of households with children without access to a device
  28. None
  29. Multichannel All channels are available to the person but are

    not integrated
  30. Multichannel Omnichannel All channels are available to the person but

    are not integrated All channels are available to the person and they are connected seamlessly
  31. None
  32. - Who you are - The type of service you’re

    accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
  33. - Who you are - The type of service you’re

    accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
  34. - Who you are - The type of service you’re

    accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
  35. - Who you are - The type of service you’re

    accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
  36. - Who you are - The type of service you’re

    accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
  37. The technology exists to allow us to provide a highly

    personalised service on any combination of channels
  38. None
  39. 1. Radically improve our ability to measure outcomes 2. Enable

    a seamless client journey 3. Validate our tailored, tactical advice strategy 4. Transform our phone, webchat, email, and video (‘remote advice’) platforms
  40. Content platform

  41. None
  42. 12th - 28th April 2020

  43. 12th - 28th April 2020 Citizens Advice’s prediction 512,328

  44. 12th - 28th April 2020 Citizens Advice’s prediction 512,328 Department

    for Work and Pensions 511,940
  45. None
  46. This isn’t new!

  47. None
  48. None
  49. None
  50. None
  51. How we’re re-wiring our advice delivery behind the scenes

  52. Content management system Public website Advisernet Chat In person Phone

  53. Advice content store Public website Advisernet Chat In person Phone

    Snippet Socials Decision trees
  54. Advice content store Public website Advisernet Chat In person Phone

    Snippet Socials Decision trees “Digitally excluded”
  55. Examples

  56. Case study 1: Twitter prompt #bankingscam #bankscam #chequescams #courierfraud #holidayscams

    #investmentscam #onlineshoppingscam #phishing #phishingscam #purchasescam #romancescam #scam #scamalert #scamcall #scamemail #scammers #scammessage #scams #scamsms #smishing #smishingscam #textscam bankingscam bankscam chequescams courierfraud holidayscams investmentscam onlineshoppingscam phishing phishingscam purchasescam scam scamalert scamcall scamemail scammers scammessage scams scamsms smishing smishingscam textscam
  57. Case study 2: Decision tree

  58. Case study 3: interactive voice recognition

  59. Tailored advice services. Enhanced by technology. Not defined by it.

  60. Tailored advice services. Enhanced by technology. Not defined by it.

  61. Tailored advice services. Enhanced by technology. Not defined by it.

  62. Thank you! @kyliehavelock