Rapidly scaling advice services

A talk I gave at the annual global Ada's List conference 2020, based on my experiences of leading product and platforms at Citizens Advice national charity.
https://www.adaslist.co/speakers-2020/kylie-havelock

Transcript

1. Hello Ada’s List! @kyliehavelock
2. Rapidly scaling advice services
3. (what I learned about the nation during COVID, and how we’re making positive change stick)
8. ❤
9. Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved
10. Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved
11. Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved
12. Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved
13. PHYSIOLOGICAL SAFETY BELONGING + LOVE ESTEEM SELF ACTUALISATION Mission critical
14. Advocacy and policy campaigning Remote advice services Web content personalisation Systems thinking Multi-channel service design Product and content strategy @honeygolightly
16. Loss of ration books Homelessness Evacuation Debt 1939 1970s - 1980s Two recessions: growth in poverty Debt, housing and employment issues increase 2000s COVID hits 2020 2010s Child poverty continues to rise in working families
17. We’re really good in a crisis
18. What happened when COVID hit?
19. 60% face to face
20. 0% face to face
21. Published 104 new pieces of expert advice content
22. Published 104 new pieces of expert advice content Recruited an extra 114 volunteers
23. Published 104 new pieces of expert advice content Answered an additional 1,500 calls per day Recruited an extra 114 volunteers
24. Meanwhile, our data was predicting a deeper story
27. 12th - 28th April
28. 12th - 28th April Citizens Advice’s prediction 512,328
29. 12th - 28th April Citizens Advice’s prediction 512,328 Department for Work and Pensions 511,940
30. Despite all of our efforts, our human channels could not scale to meet demand
32. Tailored, tactical advice online without a human adviser
33. We’re doing this by • scaling our platforms • using our data to better understand and predict need • experimenting with channel shift • supporting our advocacy work
34. Scaling our advice content platforms
38. To conclude…
39. Strategy evolves quickly in a crisis. Take what you’ve learned and make positive change stick.
40. Strategy evolves quickly in a crisis. Take what you’ve learned and make positive change stick.
41. We’re always hiring!
42. Thank you! @kyliehavelock