The Best Customer Service is No Customer Service? CSBA Website Assessment for Councils - Confidential - Presented August 2013

Why is it essential for enquiries to be answered by a good website? A good website that answering enquiries efficiently will pay for itself many times over. LGPRO Website Assessment Project – June Measure it regularly to ensure that it continues to save the council money. Source: - CSBA internal research based on average cost for general enquiries Customer satisfaction often improves with offering services online. Denotes customer satisfaction with each channel

What does a good website look like?  It shouldn’t just look good  How do you know whether it answers enquiries?  You need to measure it, and benchmark it against other websites. LGPRO Website Assessment Project – June

CSBA Measurement – We chose 6 of the Best  We selected a mixture of six councils, Metro and Regional  6 website assessments – one for each council ­ City of Greater Geelong ­ City of Boroondara ­ City of Wyndham ­ Strathbogie Shire ­ Latrobe City Council ­ Frankston City Council  For consistency, we chose the same enquiry – how do I get a rubbish bin replaced?  Results presented on a total, aggregate basis  Wanted to show where some councils were doing things well. LGPRO Website Assessment Project – June

Not all websites consistent – opportunities lost LGPRO Website Assessment Project – June

Detail for Ease of Use/Ease of Finding Information  Ease of Use – Navigation from page to page – 11 criteria including; clearly indentified link to home page, easy navigation to previous pages, only company based search results, precise search tab results, site map available, easy to use search tab available, company logo link to home page on all pages, link and webpage titles match, standardisation of colours used for links, appropriate domain name used and appropriate page titles (when not on home page).  Ease of Finding Information - Mouse Search and Search Box Search - 6 criteria for each type of search, including; number of clicks to reach site, relevant webpage found, enquiry resolved, level of enquiry resolution, understandable text responses. LGPRO Website Assessment Project – June 2013

How did they go? CRITERIA FOR WEBSITE USABILITY EVALUATION Ease of Use (Navigation) Score Clearly-identified link back to the Home page83% Easy navigation to previous pages83% Search results don't come up with results for another organisation100% Search box returns precise results based on search term83% Easy-to-use Search box is available (always should be shown/visible)83% Council logo is linked to the Home page on all pages83% Link and webpage address match titles of the pages to which they refer100% Appropriate domain name is used (.com.au or.gov.au)100% Page has a clear title (department, etc.) of where you are currently located100% Ease of Use Index91% Identity There is a clear path to information about the council100% Clear company name on top of page100% Contact details are easily available (top or bottom)83% Control All appropriate browsers are supported100% Content available in multiple languages67% If yes, how many languages were available? (average number across councils)20 If yes, were the languages represented in the best practice style?50% The language used is simple, and no jargon is used100% LGPRO Website Assessment Project – June

How did they go? (continued) Error Prevention and Correction An error occurred when navigating the website0% Accessibility The official website ranks first in a Google Search83% The website makes use of main social media i.e. YouTube, Facebook, Twitter67% Ease of Finding Information - Mouse Search If you conducted a mouse search, how many clicks did it take you to reach the page you wanted? (maximum 6 clicks) 2.2 How many attempts did you make to get to the site? (once reached 6 clicks)1.4 Relevance of webpage for your enquiry?100% Did the page resolve your enquiry?83% Is the text which contains the answer easily understood?100% Ease of Finding Information – Search Box If you made a search box search, is the result in the first page of results?83% Did you find the relevant webpage for your enquiry?100% Did the page resolve your enquiry?100% Is the text which contains the answer easily understood?50% LGPRO Website Assessment Project – June

LGPRO Website Assessment Project – June

LGPRO Website Assessment Project – June

LGPRO Website Assessment Project – June

LGPRO Website Assessment Project – June

Broken Bins - Online Forms? Is the form truly online? Customer has to call the Council Council has to process manually, amend records Council to repair bin (maybe through contractor) Is it a seamless process for the Customer and the Organisation? Journey Map the Process – can it be joined up better for the Customer and the Organisation? LGPRO Website Assessment Project – June 2013

Why listen to CSBA? LGPRO Website Assessment Project – June  We conduct thousands of Local Government Customer Service assessments every quarter  We work closely in Local Government (training/journey mapping/consultancy) to improve organisations  We have worked closely with nearly all the organisations in this room!

Summary and Next Steps LGPRO Website Assessment Project – June  Give Value for Money to Customers ­ Greater customer satisfaction by offering services efficiently online ­ Save Council Money – concentrate on the services which really matter.  Understand which processes are better handled online  Concentrate on making these processes work seamlessly.  Measure your website using a process that works ­ Independently benchmark performance against others.