Human Analytics

Presented at Customer Experience 2015 in Melbourne, 8 May 2015.

Transcript

1. Human Analytics Customer Experience Australia 8 May 2015
2. For good
3. So what are “Human” analytics?
4. Digital Tracking + Real People, Real Stories
6. Project goals 1. Trial a consolidated, in-person service experience 2. Trial a unified digital portal 3. Gain a deeper understanding of citizens’ service needs and preferences
7. How did we build it?
12. How did we track the customer journey?
21. iPad #1 12% iMac #3 15% iMac #4 16% iPad #2 9.4% iMac #1 13% iMac #2 20% Printer 1 10% Printer 2 4.3% iPad 33% iMac #1 36% iMac #2 28% Printer 2.7%
23. Awareness Research Preparation Perform Next steps Customer needed to book a learner permit test to get a driver’s licence. Went on to VicRoads website to book appointment at home, but was unsuccessful because of the format of her address. Located the service centre on VicRoads website, and came in to speak to someone and help her resolve her issue. The customer requested concierge help as she was unable to complete the transaction online with her current address. She then tried booking with a fictitious address, but failed to complete the booking as she never received her confirmation password via her email, even though she requested it twice. Because of her technical challenges, she will call Customer Service to finalise her test booking. Total time: 37 mins Satisfaction level: Neutral Effort level: High Customer tracking Book a learner permit test Demographic: Female, 20-29 Location: CBD Customer ID: Brauman2 Date & Time: 14 Oct, 10:27AM Device: Desktop 1. VGCSC Portal Time on site: 00:23 8 pageviews 2. vicroads.vic.gov.au/bookings/client/clientdetails User viewed this page 20 times Time on page: 00:45 (2x faster than average) 3. vicroads.vic.gov.au/bookings Time on page: 00:09 4. vicroads.vic.gov.au/bookings/booking/newbooking/ Time on page: 00:04 (3x faster than average) 5. vicroads.vic.gov.au/bookings/client/clientverification Time on page: 03:47 (20% longer than average) 6. vicroads.vic.gov.au/bookings/client/confirmclientdetails Could not get address to confirm Time on page: 01:33 (6x longer than average) 7. vicroads.vic.gov.au/bookings/home/learnertermsandconditions/ Time on page: 00:06 (4x faster than average) 8. vicroads.vic.gov.au/bookings/message/age Customer exits website Overall 34 pageviews Total session duration: 21:02
24. Interviews Workshop
25. Overview There are many phases involved in completing a transaction, all of which affect their experience. Awareness Research Preparation Perform Wait Confirm Victorians are made aware via a government notification or via a third party that they need to complete a transaction. Some Victorians are provided with all the information they need by a third party while others are expected to explore on their own. People begin preparing to transact and getting ready to fill in forms or visit a service centre (basic transactions may not require preparation). People transact online, at a service centre, with a third party or by combination of channels with varying degrees of choice. Once the transaction has been completed there is always a waiting period to receive confirmation or approval. Confirmation and/or approval of the transaction has been received and people can continue moving towards their goal state. Pain points: - People are not warned of the need to transact and have not prepared. - People don’t know what to expect. Pain points: - Information about what to do is hard to find and there is often nobody to ask for help. - Governmental language is hard to understand. Pain points: - People often need to leave work to visit a service centre. - Collating documentation can be confusing and time consuming. Pain points: - Switching between multiple channels is annoying, especially if you are time poor or unfamiliar with a given channel. Pain points: - Waiting times are uncertain, making it hard to plan next steps. - Confirmation is never received. - Unsure how to follow up. Pain points: - Result of transaction is incorrect. - Wrong transaction completed. - Took too long. Emotions: I am uncertain, uneasy and am assuming this is going to be a painful process. Emotions: I feel confused, I don’t know if I am finding the right information and am frustrated at how difficult this is. Emotions: I am annoyed at how many steps I need to go through and how this will disrupt my day. Emotions: I am frustrated, this is taking so much time. Emotions: I am impatient and anxious to keep planning my life. Emotions: I am relieved and happy the process is done. What a waste of time, I have to do all this again. Victorian Government Customer Service Centre How Victorians conduct transactions
26. What we learnt
27. Let me Google that for you…
28. People chose computers because the tablet experience was poor for most transactions
29. 34% of transactions couldn’t be completed in centre What went wrong? 0 10 20 30 40 23 Missing information 5 Took too long 7 Couldn't work out what to do 49 Technical issues in centre What went wrong?
30. 50% of uncompleted transactions turned into a phone call. What will you do now? What will do you do now? 0 10 20 30 40 2 Give up 33 Try at home 4 Speak to a friend or family member 47 Call customer service 4 Return 1 Don't know
31. 60% of customers who filled out an online form also had to print something
32. If you don’t have a choice…
33. Would you recommend this service? 0 1 2 3 4 5 6 7 8 9 10
34. Did it work? ¯\_(ツ)_/¯ ¯\_(ツ)_/¯ Nah Yeah
35. “Customer Satisfaction” is irrelevant
36. Customer perspectives People don’t care how local, state or federal government works, just that it works. People want government to be a silent partner. People think government transactions are targeted at “mainstream” citizens.
37. Customer perspectives Government transactions are usually mandatory and often fall within already stressful periods of life. The less impact a transaction has on a person, the better. People do not hold government to the same standard as the private sector.
38. Customers will take the path of least resistance, every time
39. Don’t track visitors, understand humans
40. studiothick.com @StudioThick Thank You @sawks thick.ly/HumanAnalytics