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Rapidly scaling advice services

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

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kyliehavelock

October 15, 2020
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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)
  4. None
  5. None
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  8. 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
  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. PHYSIOLOGICAL SAFETY BELONGING + LOVE ESTEEM SELF ACTUALISATION Mission critical

  13. Advocacy and policy campaigning Remote advice services Web content personalisation

    Systems thinking Multi-channel service design Product and content strategy @honeygolightly
  14. None
  15. 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
  16. We’re really good in a crisis

  17. What happened when COVID hit?

  18. 60% face to face

  19. 0% face to face

  20. Published 104 new pieces of expert advice content

  21. Published 104 new pieces of expert advice content Recruited an

    extra 114 volunteers
  22. Published 104 new pieces of expert advice content Answered an

    additional 1,500 calls per day Recruited an extra 114 volunteers
  23. Meanwhile, our data was predicting a deeper story

  24. None
  25. None
  26. 12th - 28th April

  27. 12th - 28th April Citizens Advice’s prediction 512,328

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

    Work and Pensions 511,940
  29. Despite all of our efforts, our human channels could not

    scale to meet demand
  30. None
  31. Tailored, tactical advice online without a human adviser

  32. 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
  33. Scaling our advice content platforms

  34. None
  35. None
  36. None
  37. To conclude…

  38. Strategy evolves quickly in a crisis. Take what you’ve learned

    and make positive change stick.
  39. Strategy evolves quickly in a crisis. Take what you’ve learned

    and make positive change stick.
  40. We’re always hiring!

  41. Thank you! @kyliehavelock