British Public Sector Partnership reduces cost of customer calls by 60%

'The Fospha web chat pilot has been a resounding success. Easy to configure and manage, our Customer Services Officers find it easy to use, and our customers are very impressed with it. It has already saved us money, will further support our channel shift objectives moving forward and has improved our customer satisfaction levels too.'

Fospha is a leading provider of Customer Journey Tools to the Government and Public Sector.  We work with over 35 Public Sector organisations ranging from Local Authorities, national and regional service providers, police, health and other departments. Our personalisation and optimisation platform is deployed in often highly sensitive environments to help bodies reduce costs, generate revenue and improve services.

Challengers

Our client, a major British Public Sector Partnership is a pioneering joint initiative between 7 local government authorities, created to provide an efficient, informative and direct way to make public information and services accessible to people within each local authority jurisdiction. The partnership, includes management of a shared website and customer service channels, and was created as a way to save money providing customers with shared online services. Under the umbrella of a Digital Access Strategy, partner councils were interested in exploring additional ways to reduce costs and improve customer satisfaction levels.

Central government was reducing grants to local authorities for the foreseeable future, which created a need for local authorities to explore innovative solutions to cutting expenditure with long-term solutions. The partnership board needed to ensure all partner councils were achieving the maximum possible value from the shared website and resources to best leverage a narrowing budget and maintain a high level of service to the public.

Call Centre based customer service channels proved to be more expensive in pure cost analysis, and the partnership board was interested to see if alternate channels could provide the same or improved levels of customer satisfaction, while continuing service and cutting the cost per customer. With the success of web chat in other local authorities, Fospha conducted a trial to prove whether a channel shift from phone based to chat based service would work well for this group of local authorities and their constituents.

With a pilot of web chat, the partnership board hoped to see evidence of cost savings as agents can handle contacts more efficiently. It was also hoped that it would encourage channel shift over time as ‘assisted digital’ via web chat is more likely to build customers’ confidence and knowledge of the website compared with a standard telephone contact.

Requirements

  • Cost effective, efficient way to serve the public
  • A solution that scaled and worked across partnership, and complimented the website contextually
  • Reduce inbound calls, and maintain reliable and trustworthy customer confidence
  • A way to understand needs and customer service trends on inquiry better than a phone call
  • Ability to automate parts of customer service in the future, to proactively provide service
78%

would have telephoned without access to chat

90%

customers satisfied with web chat resolving their query

60%

less expensive than an average phone call

Solution Overview

Our client, a major British Public Sector Partnership is a pioneering joint initiative between 7 local government authorities, created to provide an efficient, informative and direct way to make public information and services accessible to people within each local authority jurisdiction. The partnership, includes management of a shared website and customer service channels, and was created as a way to save money providing customers with shared online services. Under the umbrella of a Digital Access Strategy, partner councils were interested in exploring additional ways to reduce costs and improve customer satisfaction levels.

Central government was reducing grants to local authorities for the foreseeable future, which created a need for local authorities to explore innovative solutions to cutting expenditure with long-term solutions. The partnership board needed to ensure all partner councils were achieving the maximum possible value from the shared website and resources to best leverage a narrowing budget and maintain a high level of service to the public.

Throughout the trial, the team analysed management information on customers’ use of web chat, often filtering chats by specific questions to gain understanding of the common journeys.

During the 6-week pilot over 600 web chats took place – with more than 40% of customers consenting to take part in an optional survey at the end, providing valuable feedback. CSOs quickly realised that instead of taking on one customer interaction at a time (by phone), they could effectively provide the same level of service handling four customer inquiries at once.

At the end of the pilot, the team gathered key statistics and summarised the findings, including a report showing the projected cost and efficiency savings for extending web chat to other service areas within this government partnership.

Tools Used

Form Optimisation

Ensure that you have the most efficient and optimised forms to drive conversions. 

Funnel Optimisation

Understand and ensure that you have the most efficient and optimised user journey paths through your site (and network of sites).

Multi-Channel Attribution

Fospha attribution tracks the customer journey across multiple channels and devices, through to purchase and beyond. Used to understand true customer ROI and focus resources to drive the best return. 

Intent Triggering

Our intent engine understands intent and engagement in real time and triggers an action based on specific customer behaviours that you need to influence.

Customer Journey Query

Move beyond segmentation to access granular customer data like never before. Fospha break down data silos to provide fast, easy access to a single customer view.