Channel shift

Every public sector organisation knows that moving services online can save millions of pounds. But how do you ensure your channel shift strategy not only saves money, but also improves service for everyone?

The Six Steps To Channel Shift Success

Over 70 public sector organisations have worked with GOSS to ensure successful channel shift, often with seven-figure cost savings. To achieve it, we take you through a six-stage process that puts the customer at the heart of the transformation.

Channel shift will only work if customers actually use the lower-cost channels. Through a mix of workshops, data analytics and customer interviews, we'll uncover how, when, where and why your customers use your various channels - and what might encourage them to make more use of the low cost channels.
In this phase we'll build detailed personas of typical customers, identify their needs

Using the results of the Customer Insight from Step 1, we'll work with you to develop a channel shift strategy that gives customers the service they want and the experience they need. The resulting strategy document will set out your customer service ambitions and provide an action plan for making them a reality.

To achieve a successful channel shift, you first need to understand where you're starting from. This phase comprises a review of current channels and methods of service delivery, together with the time and cost of handling customer enquiries through each one. We'll also look at what technologies customers are using to interact with your services - now and into the future.

We'll then model the potential for moving service delivery to lower-cost channels, and the cost savings you can achieve - both for individual services and across
the board - ready for the development of your channel strategy.

Getting the mix of channels right, and integrating those channels effectively, is vital to maintaining and improving service as you move more of your business online.
In this phase we'll identify the combination of channels - from phone and face to face, to web, mobile web, live chat and social media - that will deliver the best results for you and the best service to your customers. We'll then work with you to develop a comprehensive channel strategy which maximises your integration and shared service requirements.

This is where, together we will make it happen. We'll implement the channels and integrations proposed in Step 4, using the GOSS User-Centered Design process and GOSS iCM (intelligent Content Management), depending on your needs.

We can also implement a supporting IT strategy as defined in Step 4 (including affordable, content management, secure hosting and business continuity solutions) that ensures your online channels are there for you and your customers 24/7.

Using the outputs from Steps 1-5 we are now in the ideal position to help you re-engineer your business processes for greater efficiency and lower cost. As an integral part of our Channel Shift service, we'll continue to review your processes and identify improvements arising from the new mix of channels.

We'll then work with you to maximise your channel shift ROI (return on investment) and train internal users in the new systems and ways of working. All with the aim of making people's jobs easier, removing unnecessary costs and improving service delivery to customers

Start you Channel Shift journey

If you are ready to start your Channel Shift journey, why not request a personalised Channel Shift ROI report and then start measuring your all the service interactions for your organisation with our free Service Analysis Tool.