DMV Social Media Pilot Program Results

For the past several months, DMV piloted the use of social media (primarily Twitter) as a means to distribute information, educate the public and provide customer service to the online community.  The purpose of the program was to establish a business case for and assess the benefit of fully utilizing social networking sites to enhance customer service and open additional communication channels by adapting to customer needs.  During the pilot, the Social Media Team engaged the public, monitored online conversation, and documented every interaction through Twitter. 

Prior to the pilot, the Department used social media sites such as Twitter and Facebook to distribute news and updates to the general public on DMV related matters.  While the use of such sites was limited to only delivering information, DMV’s online social media presence was perceived as one way communication.  Through the pilot the Department began to respond to customers on Twitter and document all activities to gauge the beneficial value of using Twitter as a means of two way communication and customer service.  The pilot allowed the Department to become more transparent and receptive to the online community, removing communication barriers with social network users and broadening opportunities to change consumer sentiment towards DMV.

The increase in Twitter activity since the beginning of the pilot is summarized below:

Through interactions and delivering educational content, followers of the DMV Twitter account grew by an average of 7% each month, and increased the total following from the start of the program by 80%.  This progressive growth in following is a result of users recognizing that DMV provides assistance through Twitter and there is a personal benefit from following DMV.  This increase in following is also an outcome of increased retweets.  As more customers are finding beneficial value in the content DMV tweets out, customers retweet those same messages to share them with their following, which spreads the word about DMV on Twitter.  Since the first month of the pilot, the retweeting of DMV content grew dramatically. In December 2010, the final month of the pilot, Twitter users retweeted a DMV message 357 times which was a 351% increase compared to retweets in July. 

In addition, Twitter users are mentioning California DMV more frequently than before.  In July 2010, the community mentioned the DMV name 504 times and by December 2010, DMV experienced the most mentions at 1,390 mentions in one month.  By searching Twitter conversations online using Twitter search tools, DMV can monitor and look for emerging problems and elevate issues to the appropriate sources for mitigation.  Since July 2010, the @CA_DMV mentions also increased by 282% and have made an extremely positive impact to customers by changing their sentiment towards DMV.  Finally, DMV tweet exposure has also progressively increased.  DMV now reaches an average of 7,443 users per tweet sent, which is an increase of 146% since the start of the pilot. 

As DMV progresses into the year, we anticipate the Twitter program will continue to grow.  Reaching out to the community and being reachable through new means of communication will be a primary focus for the future.  It is a pleasure to serve the community through new communication channels and we continue to look forward to your comments and inquiries.  If you have any questions about this pilot project or any DMV related issues, please do not hesitate to tweet us @CA_DMV.  We look forward to talking to you!

DMV Now Android Application

Last year DMV released “DMV NOW” for the iPhone.  This year Android users will also have access to the Department of Motor Vehicles (DMV) information and services at their fingertips.  We’ve launched “DMV NOW” for the Android.  This application will give Android users a host of features including the ability to find a local office with its actual wait time, provide turn-by-turn directions based on the GPS location of the Android Smartphone, take sample written driving tests, access a large library of DMV driver education videos and access other important DMV alerts via Facebook, Twitter and the DMV Blog.  With DMV’s ongoing commitment to safe driving, we have introduced a brand new feature — “Safe Chat”– where users will be able to set an option that will auto reply to incoming text messages while they are driving.  The users can also customize a short response of their choice and can set the text to speech option to hear incoming text messages.  The Android application is free and may be downloaded to any Android smart phone via the Android Market.

Check out the DMV Now Android video or click here to learn more about the new application and download for free today!

Message From Director George Valverde

George Valverde Director

Welcome to the California Department of Motor Vehicles! Whether you are a first-time visitor, or a returning customer, you will find the DMV website full of information and resources available at your fingertips.

We view California’s 38 million residents as either current or future customers, who today live in a mobile, global and knowledge-based environment. That is why our mission is to serve the public by providing quality licensing and motor vehicle-related services throughout California. Two of our strategic goals – Service and Workforce – speak to the emphasis that we place on providing quality customer service and continually enhancing the skills and professionalism of our workforce.

Our vision is to be a recognized and trusted leader in public service. This vision speaks directly to what we have accomplished and what we hope to achieve in the future. California DMV is a thought-leader on the national stage when it comes to advanced business practices and offering online and alternative service options to our customers. We are always looking for ways to demonstrate our leadership role and exceed our customers’ expectations.

The Department of Motor Vehicles website provides a wide range of services, such as:

More than 20 online services designed for you to conduct business with us on your time, at your convenience;

The California Driver Handbook (PDF) and Commercial Driver Handbook (PDF), to help you brush up for your drive test;

Educational resources and helpful tips on DMV YouTube;

Pertinent information toward maintaining driving independence for Senior Drivers;

DMV announcements and programs in the DMV Media Center;

The Car Buyer Bill of Rights, which helps you understand your rights if you are about to purchase a vehicle.

We believe that the cornerstone of high-quality customer service is a well-qualified staff which works to serve more than 30 million Californians annually.

There is a wealth of expertise and resources within DMV for virtually all current and future drivers, and I invite you to seek our services. In addition to serving the public, we also provide news and other information on recent developments, new and innovative services, and trends. To learn more, I encourage you to visit us on Facebook, Twitter, or my periodic Director’s Corner.

Sincerely,

GEORGE VALVERDE

Director

Information about Driver License Renewals

As of October 1, 2010, the DMV began issuing a new enhanced driver license (DL) and identification card (ID) with additional security features. These new features include: vertical layout for persons under 21; the cardholder’s date of birth and signatures that can be felt by touch; images that can be seen only with the use of ultraviolet lights; a 2D bar code on the back of the card that replicates and verifies information on the front of the card; and a laser perforation outline of the California Brown Bear, which can be seen from the front of the card when a flashlight is pressed against the back of the card.

Because of the extensive nature of these new security improvements, issuance of new or renewed driver licenses are taking approximately four to six weeks at this time to receive the new card. In order to prevent any counterfeit measures, we at DMV want to ensure all new DL/ID cards meet DMV security feature requirements. Fortunately, law enforcement has access to driver license records and is aware of the issuance backlog. In addition, they will honor the updated expiration date found on DMV records if a payment for renewal was received. Some entities, such as banks or airports, do not have access to these records and this can cause some inconvenience to our customers. In order to mitigate these issues, DMV can provide a temporary driver license which will be valid for 60 days from date of issuance. This should be enough time for your new DL/ID card to arrive in the mail.

If your current Driver License and/or Identification Card is expired or is about to expire, you may request a temporary license to be mailed to you by calling 1-800-777-0133 or visit a local DMV field office to receive a temporary license in person. If you have any questions, please tweet us at @CA_DMV or for additional information about the new driver license, check out the new driver license brochure.

Five ways to save time at the DMV

California is the most populated state in the nation with 37 million residents[1].  Approximately, 29.8 million[2] possess a driver license or identification card.  Furthermore, there are 31.8 million registered vehicles.  All of the associated transactions for the driver license, identification card and vehicle registration are processed in a field office (168), on the Internet, on the telephone, or through the mail.  Those are some very large numbers!  As you can guess or already experienced, it can be a little difficult getting service.  We understand that it’s critical for the customer to be able to conclude their business quickly and efficiently.  As a result, we at DMV strive to provide new and innovative ways to expedite customer inquiries and we would like to share five ways to save time at the DMV that the public may not know.

DMV Now iPhone Application – DMV Now is the department’s latest iPhone application that allows iPhone users the ability to find a local DMV office and provides turn by turn directions based on the GPS location of the iPhone, along with the office’s average wait time.  Checking wait times can save time by allowing the user to visit the field office with the shortest wait time.  In addition, iPhone users can take sample written driving tests, access a large library of DMV driver education videos and access other important DMV alerts.  Most importantly, the application is free to download. 

 

Telephone Interactive Voice Response System (IVR) – The  IVR allows the DMV telephone system to detect voice and touch tone telephone keypad inputs.  Although live technicians cannot accept payment over the telephone, DMV customers can use the IVR to make debit and credit card payments for transactions such as renewing a driver license and vehicle registration.  Instead of making payments by visiting a local field office, customers can complete transactions over the telephone by using the IVR system by calling 1-800-777-0133.

Online Appointments – The Online Appointment system provides an additional method for scheduling an appointment before you go to a DMV office for an in-person visit.  Save time by scheduling an appointment to avoid waiting in line.  Appointments are available at all DMV offices and may be scheduled up to 45 calendar days in advance for driver license, identification card, vehicle registration services, or behind the wheel examinations.  Appointments can be scheduled online or if you don’t have access to the internet, you can schedule an appointment through the IVR system (1-800-777-0133).

@CA_DMV on Twitter- California DMV has entered the social media realm by joining Twitter.  The social media team at DMV consistently monitors Twitter feeds to engage customers who are having issues regarding DMV related matters.  @CA_DMV tweets news, announcements, field office closures, FAQ’s, and responds to customer inquiries.  Customers can avoid waiting on hold and save time by tweeting @CA_DMV to receive timely responses to customer questions and concerns.  To obtain up to date information or ask questions, follow us at @CA_DMV.

  

DMV Checklists – Almost every DMV transaction requires a specific form or documentation in order to process.  Customers can save time and avoid a return visit to a DMV office by making sure all these items are prepared prior to a field office visit.  Checklists can be viewed online for Driver License transactions or  Vehicle Registration transactions.

DMV continues to develop and utilize new technologies to better service today’s consumer.  Utilizing one or all of these services can save time and make completing your DMV transaction easier and faster.  For more information about these tools and other services, please visit us at www.dmv.ca.gov.

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[1] National and State Population Estimates http://www.census.gov/popest/states/NST-ann-est.html

[2] State of California Department of Motor Vehicles, Statistics for Publication, January through December 2009, http://www.dmv.ca.gov/about/profile/official.pdf

Social Media Project Midpoint: Statistics and Lessons Learned

As we reach the midway point of our pilot program, the social media team has learned a great deal from our experiences in the social media realm.   Three months into our six month program, our account shows a substantial increase in customer interaction within the Twitter community, as more users are realizing that they can use the CA_DMV account as another channel for DMV customer service.  During the first month of the project, CA_DMV received an average of 11 direct mentions per week, mostly pertaining to complaints and comments on recent DMV experiences.  During the second month, we received an average of 23 direct mentions per week where customers began to respond to our tweets with specific inquiries related to their own personal DMV issues.  We have been able to assist customers with driver license and registration transactions by providing status updates and direct links to website resources.  This interaction between customer and DMV spread through the Twitter community, as users began to retweet our responses, informing other followers that CA_DMV could be used as a means to obtain information without calling the toll free telephone number or visiting a DMV field office.  Consequently, in the third month of the project, CA_DMV received 28 direct mentions per week and we anticipate that number will increase as our following grows. 

We are learning that increased engagement with twitter users also causes our following to grow, as users are finding increased value from the tweets we send and the responses we provide.  For example, the tweets below show how following DMV has provided additional benefit to customers:

Because of these and many other tweets, our Twitter following is gradually growing.  Currently we have 1,907 total Twitter followers which is an 18% increase since the start of the project. 

We also realize that it is important to reply to general mentions, which led to an increased following.  Most of these mentions occur between 8 A.M. and 12 P.M. and pertain to their DMV experience after a field office visit or DMV phone call.  Their concerns mainly deal with driver license and registration questions.  We constantly monitor DMV mentions in several search inquiries to ensure that we are able to “listen” for questions or comments and provide guidance to those who are mistaken or uninformed.  One prime example is the tweet below which led to the user to become a follower shortly after resolving their issue:

We at DMV hope this snowball effect of growth and interaction will continue to occur as we try to provide more informative and beneficial content to our Twitter community.  We will continue to do our best to provide assistance through our social media channels and, at the same time, continue to learn from our experiences to improve the way we use social media.  We believe that with any endeavor, changes can occur, thus we want to not only learn from our mistakes, but also adapt and evolve for the modern customer.  We at DMV are always open to comments and suggestions; hence, if there is anything you would like to add to this blog or any of our social media accounts, please send us a message or comment on our blog.

DMV Shares Tweeting Practices

We are currently two months into the social media pilot project.  As an update, we would like to share how we monitor the mentions about the department and the practices used to develop content and responses from our 2 month experience with engaging on Twitter.

As mentioned in the first post, this effort has concentrated on leveraging Twitter and Facebook to broadcast information and respond to questions from the public.  For the last two months, we actively monitored, developed and posted content for both sites and responded to customer inquiries.  So far, the overall reaction to these actions has been positive.  In addition, we have noticed a significant growth of our Twitter account.  Our total follower count has increased by over 550 new followers since the beginning of July, and our direct mentions have increased to an average of 30 per week.  Most importantly, every message we send on twitter is exposed to over 2,200 different users.

At the beginning of each week, time is spent developing a week’s worth of content.  This content is then posted three to four times a day and is usually based on what appears to be of most interest to the community, such as: specific activities in or around the State, DMV closures, announcements, and general DMV registration and licensing information.  Furthermore, @CA_DMV mentions are evaluated on an informative basis to determine if a DMV response can add value to the community as a whole or help the author of the tweet with their specific needs.  Direct messaging (DM) has also been used to interact with the public.  We have found that some situations require private information to fully research a specific question or problem for a customer.  In these cases, a DM is sent to the customer requesting a telephone number so a conversation can take place to fully address their issue.  Although in most cases, each tweet will contain a tiny URL that will take the reader back to the DMV website.

As you can probably guess, the DMV has a lot of experts and reference material.  As a result, every post is reviewed to ensure questions are answered clearly and accurately.    We hope you find this information useful/informative and look forward to hearing from you as we continue to look for new ways to provide customer service with this new endeavor.