Camp Digital 2022: tailored advice

Camp Digital - Manchester 23rd June 2022

TAILORED ADVICE SERVICES IN THE MODERN AGE
This talk is about the work we’re doing at Citizens Advice to scale a tailored advice service for our clients.

I’ll cover how we’re building product capability; re-platforming our underlying technology; tailoring our content, and experimenting with data.

I’ll explain what we’ve done, what we’ve learned, and our future plans. I’ll share successes and challenges, and offer tips.

This talk is for anyone looking to tailor products to people.

Transcript

1. Hello Camp Digital! @kyliehavelock
2. Tailored advice services in the modern age @kyliehavelock
3. (or, why Digital by Default is no longer the strategy - and what is) @kyliehavelock
9. Citizens Advice handbook UK Ministry of Health booklet 1948
10. 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
11. 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
12. How do we scale (through technology) whilst staying true to our purpose?
13. “…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”
14. “…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”
16. 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
17. 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
18. 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
19. …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
20. 10 years later
21. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. 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
29. Multichannel All channels are available to the person but are not integrated
30. 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
32. - 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
33. - 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
34. - 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
35. - 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
36. - 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
37. The technology exists to allow us to provide a highly personalised service on any combination of channels
39. 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
40. Content platform
42. 12th - 28th April 2020
43. 12th - 28th April 2020 Citizens Advice’s prediction 512,328
44. 12th - 28th April 2020 Citizens Advice’s prediction 512,328 Department for Work and Pensions 511,940
46. This isn’t new!
51. How we’re re-wiring our advice delivery behind the scenes
52. Content management system Public website Advisernet Chat In person Phone
53. Advice content store Public website Advisernet Chat In person Phone Snippet Socials Decision trees
54. Advice content store Public website Advisernet Chat In person Phone Snippet Socials Decision trees “Digitally excluded”
55. Examples
56. Case study 1: Twitter prompt #bankingscam #bankscam #chequescams #courierfraud #holidayscams #investmentscam #onlineshoppingscam #phishing #phishingscam #purchasescam #romancescam #scam #scamalert #scamcall #scamemail #scammers #scammessage #scams #scamsms #smishing #smishingscam #textscam bankingscam bankscam chequescams courierfraud holidayscams investmentscam onlineshoppingscam phishing phishingscam purchasescam scam scamalert scamcall scamemail scammers scammessage scams scamsms smishing smishingscam textscam
57. Case study 2: Decision tree
58. Case study 3: interactive voice recognition
59. Tailored advice services. Enhanced by technology. Not defined by it.
60. Tailored advice services. Enhanced by technology. Not defined by it.
61. Tailored advice services. Enhanced by technology. Not defined by it.
62. Thank you! @kyliehavelock