Service NSW: Digitising
Vehicle Registration
Delivered recommendations redefining approach to improving the Vehicle Registration Notification experience.
Context
Service NSW initiative to save cost by digitising the Vehicle rego notification experience.
Problem
Renewing your vehicle registration should be straight forward. After all, you have to do it every year. Customer feedback told another story. Analysing data from a 3 month period uncovered over 45k enquiries to the Service NSW contact centre from customers who struggled with the process.
Issues
Business modelling estimates implemented recommendations could deliver
>45k
Enquiries
250k
Annual Incremental Revenue
Challenges
New product team
Restrictions on new research
Tight timeline
Approach
Hitting two birds with one stone… quickly
To achieve a collective understanding of the product and its challenges, I facilitated a series document analysis session with core team members that condensed a 4 week exercise into 3 days – Empowering the product team with a clear, evidence-based direction
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Staff interviews were conducted in-store so I could simultaneously conduct contextual customer observations
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Best practice identified from competitor research informed the framework to address key opportunity areas and develop the strategy roadmap
Insights
Membership growth had been slowed by a confluence of issues
Unclear and Underwhelming Value Proposition
The program had led with the “what” Download this app for discounts
Without a compelling “why”
We can recommend the wines you love, remind you when your favourite whisky is on special, reward your loyalty
“People just whip out the barcode to get the deal... it’s just like a piece of paper to them. It’s not giving them anything. ‘I’ll get this unnecessary thing (app) so that I can get this money off.””
Technical and Operational Realities
The program had been designed around an ideal experience for a particular customer – digitally confident, smartphone in hand, reliable reception. But that’s not everyone
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15% of users who start the sign-up process on the app do not successfully complete the process
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55% of users who start the process drop off before linking their EDR account
Staff challenges
Staff prioritised maintaining customer satisfaction over program compliance
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Resentment at managing initial program launch backlash and poor head office support
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Inter store competitions rewarding staff for improving program adoption biased by store demographics
Framework
Honeycomb Strategy’s Loyalty Framework* explains that active engagement with a loyalty program requires all 3 elements.
Analysing the Appy Deals experience through this framework identifies key area of focus to set the program up for success.
Motivation
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Unclear Value Proposition
Want to do it
Ability
Able to do it
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Technical & Operational Realities
Prompt
Reminder/ trigger
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Staff Challenges
* Based on BJ Fogg’s Model for behaviour change to understand why people take actionKey Opportunities
The Loyalty Framework informed product workstreams and contributed to defining opportunity areas for the strategy roadmap.
Motivation
Fix the Fundamentals
Start with the app sign up and linking user experience
Converting users who start but don’t complete account creation could see millions in potential in annual incremental revenue
Ability
Broaden Inclusion
Start with the customers reality, not our ideal state
Areas to explore included sign up at checkout, physical cards and digital wallet. Enabling two way linking take advantage of the customer’s existing EDR relationship
Prompt
Empower the Frontline
Store teams are our direct bridge to the customer
They build relationships with regulars in turn driving loyalty and need support is enabling, not punitive targets
Increasing member registrations is not just about refining or adding new features.
Successful growth is an ecosystem requiring constant attention.
The first steps for improvement focused on removing friction, clarifying value and reinforcing new habits that re-establish customers trust to ensure accessing Appy Deals is easy and rewarding.