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Subject: RE: Strawman proposal for 'cross-selling' explanation Pge 20 of V2.
Sorry, but I don’t think this is quite right. Cross-selling as used here does not require the explicit consent of the customer. My original definition was not intended to imply any breach of data protection rules, or the TGF IDM principles. But there is a lot that can and should be done to drive up take-up of digital services simply by designing customer journeys in ways which make intelligent judgements about an anonymous customer based on their behaviour, and present appropriate content and services on a cross-agency basis based on those judgements. To give a simple example: someone comes to a government web-site to register for a driving test. In a traditional silo-based web environment, that would be a transaction with say the Ministry for Transport, which might take the opportunity of that customer being in their website to present some additional information about other digital services available from that Ministry. But in a government with the sort of integrated approach described in this part of the TGF, that driving test registrant is treated as a customer of the government as a whole, not just the single agency. So the web experience which the customer has will be different. For example, the government would know that 80% of driving test registrants are aged 17-19, so it would take the opportunity – alongside fulfilment of the test registration - to present information about the highest priority services relevant to that age group. These might be to do with say health or education, and nothing to do with driving at all. That is a good example of cross-selling which requires no information about the user other than what they are currently doing in the web site, and requires no consent from customer. Having said all that, I can see that “cross-selling” may bring other connotations, and that this is a complex area. Defining it properly might well lead us into producing a whole new pattern! We don’t use the term anywhere else in the TGF as far as I know, so the simplest solution might be to re-write the text which includes the phrase so it doesn’t use it! So here’s my suggestion: · replace this: “An integrated business and information architecture which enables a whole-of-government view of the customer, thus making possible both the integration of services and “cross-selling[1]” between services · with this: ““An integrated business and information architecture which enables a whole-of-government view of the customer, thus making possible both the integration of services and simple, effective cross-agency customer journeys Views? Chris Parker Managing Partner CS Transform Limited T: +44 7951 754060 F: +44 207 681 3908 Citizen Service Transformation From: tgf@lists.oasis-open.org [mailto:tgf@lists.oasis-open.org] On Behalf Of Greenaway Nigel Hi Colin, I think that covers it well Regards Nig Nig Greenaway Fujitsu Fellow FUJITSU Lovelace Road, Bracknell, Berkshire, RG12 8SN Tel: +44 (0) 843 354 5637 Internal: 7444 5637 Mob : +44 (0) 7867 833147 Internal: 7383 3147 E-mail: nig.greenaway@uk.fujitsu.com From: tgf@lists.oasis-open.org [mailto:tgf@lists.oasis-open.org] On Behalf Of Colin Wallis Folks.. Something like .. “Cross-selling in this context means being able to offer additional related services, as directed or consented to by the customer (regardless of whether the customer has an existing or intended relationship with the service provider) by means such as cookies, identity related attributes, meta-data, intent tags etc”. Cheers Colin From: tgf@lists.oasis-open.org [mailto:tgf@lists.oasis-open.org] On Behalf Of John Borras Attached the papers for our TC meeting on Thursday. The time for the call is 17.00 UK / 18.00 CET / 12.00 EDT / 09.00 PDT / 06.00 (22nd) NZ. The call numbers are as follows. Any problems please contact Oliver (oliver.bell@microsoft.com) . +13017718027 (USA, Washington DC) Conference ID: 783698677 To avoid any confusion TGF v2 WD01 attached is the draft we discussed at the last meeting and we still have to sign off all the changes therein. TGF v2 WD02 attached contains the comments on WD01 received to date by Mark, Nig and Hans, and to make them easier to see I have only red-lined those proposed changes. WD02 does not assume that all the red-lines in WD01 have been agreed. Hope that's clear!! A note of absentees would be appreciated as would any further comments before the meeting on the drafts of V2 and Chris' proposed Executive Summary. Regards John Borras Chair OASIS TGF Technical Committee m. +(0)44 7976 157745 Skype: gov3john
[1] . Cross-selling means being able to recognise – based on demographics, cookies, usage patterns etc - that an anonymous user of a particular element of government content or service is also likely to be a customer for another element of government service, and then presenting that second element to them as an option alongside the first. |
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