Case Study: DVLA Achieves 30% Self-Service Rate With Content Guru

The Driver and Vehicle Licensing Agency (DVLA) is an executive agency of the UK Government’s Department for Transport.

DVLA is a critical public organization, responsible for more than 50 million driver records and 40 million vehicle records.

This generates £7.3 billion a year in Vehicle Excise Duty and consequently, mass-scale communications, through traditional and digital channels.

Challenges

The DVLA sought a fully integrated solution accessible through a unified interface to improve CX and streamline agents’ experience.

Recognizing the importance of AI-enabled automation, the DVLA partnered with us to modernize its operations and enhance customer service.

Utilizing all available staff and managing staff workload was essential for the efficient operation of DVLA.

The Solution

Since 2021, close collaboration on strategy and customer service technology resulted in DVLA being ranked Britain’s most improved public sector organization in the 2023 UK Customer Satisfaction Index (UKCSI) and the fourth most improved CX provider overall.

DVLA has undergone a digital transformation, successfully implementing a full omnichannel solution, with seamless transitions for customers, and personalized services based on their contact history. DVLA now operates as a digital-first organization, renowned for its outstanding customer service.

This is endorsed by Content Guru’s recent industry award wins: ‘Best Technology Partnership’ at the 2024 CCA Global Excellence Awards and ‘Enterprise Solution of the Year’ at the 2024 IT Europa Channel Awards.

Using Content Guru’s world-leading Customer Data Platform, storm CUSTOMER KNOWLEDGE SYSTEM (CKS), DVLA has created new databases of driver records that have improved the customer journey.

CKS plays a key role as part of DVLA agents’ customer service tool kit. It allows DVLA to build a multichannel contact history, providing advisors with important context of previous interactions with customers.

CKS also stores customer journey information which allows agents to view previous interactions, view transcripts, listen to a call, and understand the route a customer took in the IVR.

Using CKS during voice interactions gives DVLA agents the ability to cold transfer a call and link ‘case notes’ to a CKS record.

This provides the receiving advisor with information about the enquiry, without wasting time waiting in the queue to warm transfer the call.

DVLA uses CKS as part of their ‘web-to-case’ email service, where customer information is captured in a web form on GOV.UK. This is stored in specific CKS forms.

Handing over 50,000 emails a month, DVLA also uses CKS to auto-respond to general email enquiries, equating to around 50% of total email responses, without requiring any intervention from email advisors.

DVLA uses intelligent automation integrated with CKS to deliver a fusion stream on its Driver’s Medical Service, combining initial enquiry and completing casework to drive first contact resolution and increase efficiencies across the organization.

DVLA is currently expanding its use of CKS forms to support extended use of web forms as a means of capturing customer data and attachments.

Using storm’s AI-enabled automation to capture driver information, including NLP and self-serve options, customer self-service journeys have been promoted, saving agents’ time.

Interactions that require human involvement are then progressed to an agent, who now has more time to dedicate to these interactions.

With the use of storm MACHINE AGENT, Content Guru introduced AI-powered webchat to the DVLA. Content Guru provided DVLA with insights on the latest AI trends, customer journey enhancements, strategies for driving operational efficiency, and methods for implementing new services that align with policies and guidelines, with the shared priority of maximizing customer success.

With storm, DVLA has introduced a virtual queuing feature allowing customers to hold their position in a queue without waiting on the phone. This innovation has helped reduce average handling time by ten seconds.

The DVLA’s Quality Management Team uses storm’s AI-enabled QM transcription and sentiment analytics capabilities to listen and interpret phone conversations, and continually improve services by observing trends and patterns in customer and agent behaviour.

This is used for the coaching and improvement of agents ensuring the highest standards of CX delivery and employee personal development.

The Results

DVLA was ranked Britain’s most improved public sector organization in the 2023 UK Customer Satisfaction Index (UKCSI) and the fourth most improved CX provider overall.

As the UK’s most improved public sector organization with a +3.4pt YOY improvement, the only public sector organization to increase customer satisfaction, and the fourth most improved organization, the partnership is a huge success.

DVLA can measure customer service levels, access crucial data-driven insights, and quickly escalate and resolve any digital service issues, ensuring a seamless customer journey and continuous customer service improvement.

“This award-winning project is testament to the strength of our relationship with Content Guru. In addition to the efficient and cost-saving processes on a national scale, storm’s capabilities have given us the power to take control of our services, and allows us to self-sufficiently govern our processes in-house,” said Robert Holohan, Head of Channel Management at the DVLA.

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