Derek Ross - HEI Services

HE SeminarDerek RossDirector of Operations and Customer Services20th March 2013

Overview of Academic Year 2012/13• Over 1.1 million applications received• All core operational targets achieved• Over 91% of calls answered• Over 99% of ‘on time’ applications paid before start of their course• Over 40,000 DSA Applications• Launch of part time fee loans

Overview of Academic Year 2012/13• Introduction of new attendance confirmation processes• Increased fee levels• Knowledge management tool rolled out• Introduction of new style online application for part time• Step Change in customer satisfaction

2013/14 – Current Position• Launched later than AY12/13• Forecast same level of applications as last year• Around 28% (280,000) of applications already in• 78% (218,500) of these are already processed• No early concerns

2013/14 – Challenges Ahead• Introduction of 24+ fee loans• Part time returners• Lack of clarity around forecasted volumes for part time• Welsh modernisation

SLC Strategic Priorities• Transforming SLC• Sustaining our Business & systems• Delivering change• Serving our customers• Managing our people• Managing g public money

SLC Transformation Programme: How will it be delivered?Transformation ProgrammeCore SystemsReplacementDigitalDeliveryBusinessImprovementsOrganisationDesign

What is “Digital Delivery”?• A programme of work to deliver a new customer experience• Aligned with government strategy– “Digital by default” – online self-service service the main channel– “Assisted digital” – help customers to help themselves• Begin by replacing the online applications & self service• Move on to look at:– Mobile access (e.g. application tracker)– Excluded groups (e.g. DSA & EU)– Repayment services– UCAS integration, removal of signatures…

What is the goal of the new solution?“Improve customer satisfactionwhile simultaneously decreasingthe number of incorrect/incompleteonline applications and minimisingthe level of assistance requiredthroughout h the process”

DIGITAL BYDEFAULTKey aspects from Martha Lane Fox Letter toFrancis Maude…Martha Lane Fox Recommendation“Make Directgov (GOV.UK) the government front end for alldepartments' transactional online services to citizens andbusinesses ““focus on improving service quality for citizens and deliveringsignificant cost savings from service simplification and a shiftto digital only services “Digital Delivery CommitmentAll new application services being released through GOV.UKwebsite and meeting design requirementsThrough our customer focussed design (User ExperienceTesting) we are simplifying the digital service and expect tosave £1.77m per annum in avoidable callsopening up of Application Programme Interfaces (APls) tothird parties.We are currently looking at improving our integration(through APIs) with both UCAS and HMRC“the time is now to use the Internet to shift the lead in thedesign of services from the policy and legal teams to the endusers.“We are challenging policy where possible to simplify thecustomer journey – this is balanced however by the returnsthe Exchequer may make from some policy that isn’tnecessarily user friendly.“A new central commissioning team should takeresponsibility for the overall user experience on thegovernment web estate…“We have had our screen designs reviewed by GovernmentDigital Services and by virtue of being the first large complextransactional system are providing insight to the GDS teamon design outcomes“…develop a single shared, more agile, suite of webservices. “We have adopted an Agile methodology within DigitalDelivery (now embedded) and are rolling the practices outacross other delivery teams

USERSVOICE“It was awful, none of theoptions work properly.I've had to submit itanyway because of thedeadline tomorrow.Every option I have triedto do doesn't workproperly.”“…why do they want to knowhousehold income? Why do theywant to know if you're going to beliving at home or not living at home?Does that mean they will helptowards the cost of living away? Idon't know – do you get that help?”“Because the buttonthat allows me tochange which courseI wanted to apply toin some form of sickpractical joke wasgrayed out. I couldn'tmake any changes.”“I'm, like, really baffled.It makes me feel a bitstupid. I don't know, it'snot worded very well.“

USER EXPERIENCE TESTING – Example of howour design has improved through UXT…JuneAugustOctober

HOW DID WE DO?“Improve customer satisfaction while simultaneouslydecreasing the number of incorrect/incomplete onlineapplications and minimising the level of assistance throughoutthe process”Applications build on oldsystem• 61.4% of users dissatisfied withapplicationApplications build on newsystem• 82% of users satisfied withapplication• 3.6 calls per application • 2.5 calls per applicationHappier customersLower support costsThis is just the beginning...

80% OF USERSSURVEYED AGREED11% 120% DID NOT AGREE100%80%83%82%80%80%77%60%40%20%0%7% 14% 12% 10% 12%Site isGot what theyLikely toSatisfied withHave excellenttrustworthy needed recommend application opinion