Tailored advice services
in the modern age
@kyliehavelock
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(or, why Digital by Default
is no longer the strategy -
and what is)
@kyliehavelock
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Citizens Advice handbook
UK Ministry of Health booklet
1948
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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
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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
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How do we scale (through
technology) whilst staying
true to our purpose?
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“…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”
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“…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”
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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
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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
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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
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…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
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10 years later
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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
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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
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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
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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
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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
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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
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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
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Multichannel
All channels are available to the person
but are not integrated
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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
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- 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
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- 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
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- 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
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- 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
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- 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
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The technology exists to
allow us to provide a highly
personalised service on any
combination of channels
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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
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Content
platform
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12th - 28th April 2020
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12th - 28th April 2020
Citizens Advice’s
prediction
512,328
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12th - 28th April 2020
Citizens Advice’s
prediction
512,328
Department for
Work and Pensions
511,940
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This isn’t new!
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How we’re re-wiring our
advice delivery behind the
scenes
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Content management system
Public website
Advisernet
Chat In person
Phone
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Advice content store
Public website
Advisernet
Chat
In person
Phone Snippet Socials
Decision
trees
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Advice content store
Public website
Advisernet
Chat
In person
Phone Snippet Socials
Decision
trees
“Digitally
excluded”