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Smarter Collection
411 million kroner. This is the amount that citizens and companies owe to Aarhus Municipality. The amount has been increasing for many years, and every year the municipality misses out on money that could have been used for educators in day care institutions, home helpers or the cultural life in the municipality. The lack of effective state recovery has for many years meant that the Collection in Aarhus Municipality, on an equal footing with other public authorities, has had to ensure that the arrears have increased. The collection in Borgerservice, which is part of the cultural councilor's area of responsibility, has the mission of raising kroner for welfare together with the citizens of Aarhus Municipality. That is why Opkrævningen has developed the concept "Smarter Collection": A toolbox with tools to reduce citizens' debt. Thus, the Collection in Aarhus Municipality moves from just being a collection authority to being an active service body for the citizen. Danish 411 millioner kroner. Det er det beløb, som borgere og virksomheder skylder Aarhus Kommune. Beløbet har gennem mange år været stigende, og hvert år går kommunen glip af penge, som kunne være brugt til pædagoger i daginstitutioner, hjemmehjælpere eller kulturlivet i kommunen. Manglen på en effektiv statslig inddrivelse har i mange år betydet, at Opkrævningen i Aarhus Kommune på lige fod med andre offentlige myndigheder har måttet se til, mens restancerne er steget. OPKRÆVNINGEN GÅR NYE VEJE FOR AT SKAFFE KRONER TIL VELFÆRD Opkrævningen i Borgerservice, der er en del af kulturrådmandens ansvarsområde, har som mission at skaffe kroner til velfærd sammen med Aarhus Kommunes borgere. Derfor har Opkrævningen udviklet konceptet ”Smartere Opkrævning”: En værktøjskasse med redskaber til at nedbringe borgernes gæld. Dermed bevæger Opkrævningen i Aarhus Kommune sig fra bare at være en opkrævningsmyndighed til at være et aktivt serviceorgan for borgeren. MINDRE GÆLD, GLADE BORGERE, EN KOMMUNE I ØJENHØJDE Smartere Opkrævning består af tre hovedelementer for at nedbringe borgernes gæld: - Målrettede nudgingkampagner der vækker opsigt og møder borgerne i øjenhøjde. - Direkte telefonopkald til borgeren, hvor vi guider og sender MobilePay-anmodninger til borgerne, så de nemt kan få gælden ud af verden. - Udvikling af Mit Betalingsoverblik – en brugervenlig løsning til at få overblik over ens gæld til kommunen. Kort sagt består Smartere Opkrævning af en række digitaliseringsinitiativer, som giver borgerne en nem, overskuelig og nærværende mulighed for at nedbringe deres gæld til kommunen. Smartere Opkrævning tjener nemlig to hovedformål: - For det første bidrager indsatsen til, at kommunens restancer bliver mindre, og de opkrævede kroner kan bruges til at skabe velfærd. - For det andet er Smartere Opkrævning en indsats, der møder borgerne, hvor de er, og hjælper dem til at betale deres gæld, inden rykkergebyrerne vokser sig større. Det er en omfattende opgave at opkræve gæld til det offentlige. Traditionelle sort/hvide henvendelser i Digital Post bliver overset. Derfor har Aarhus Kommune udviklet Smartere Opkrævning. Smartere Opkrævning nytænker kommunens kommunikation og møder borgeren i øjenhøjde med målrettet kommunikation i overskrifter og breve. Det sker gennem nudgingkampagner, telefonopkald og selvbetjeningsløsningen Mit Betalingsoverblik. NUDGINGKAMPAGNER Med visuelle og skriftlige virkemidler samt målrettet kommunikation udvikler Aarhus Kommune nudgingkampagner, som sendes via Digital Post og forskellige supplerende medier. Vi opdeler nudgingkampagnerne i to grupper: - Generelle kampagner: F.eks. kampagner ifm. Black Friday, corona, ”Gældefanten” og modregning i overskydende skat. - Målrettede kampagner til specifikke kravsgrupper: F.eks. dag- og fritidstilbud, kontrolafgifter, parkeringsafgifter og bibliotekskrav. Kampagnerne målrettes, så de når en afgrænset gruppe af borgere, hvilket tillader tilpasning til demografiske oplysninger og beløbsstørrelser. Tilpasningen sker automatisk i Opkrævningens debitorsystem – en feature som er udviklet i samarbejde mellem leverandøren og Aarhus Kommune. Henvendelser i Digital Post kan tilpasses, så emnefelt, navn, betalingsfrist og beløbsstørrelse tilpasses borgeren. Det skaber opmærksomhed, allerede før borgeren åbner brevet. Med tilpasning bryder vi rammerne og personliggør opbygningen og kommunikationen i skrivelserne. Derudover gør opbygningen af skrivelserne det nemmere for borgeren at foretage en betaling med direkte links og en simpel struktur. Appel til handling er vigtigst, mens detaljer uddybes på de efterfølgende sider. Løsningen tillader splittest ved at inddele borgerne tilfældigt i to grupper, hvoraf den ene gruppe modtager traditionelle henvendelser, mens den anden får målrettede nudginghenvendelser. Splittestene er med til at vise, om en kampagne har en effekt, og de giver viden om betalingsgrad gennem opkrævningsforløbet og muliggør målretning af kommunikationen efter borgerens sted i rykkerforløbet. DIREKTE TELEFONOPKALD OG MOBILEPAY-ANMODNINGER Et andet element i Smartere Opkrævning er ringeaktiviteten. Opkrævningen ringer direkte til kommunens debitorer for at etablere dialog om gældsnedbringelse. Dialogen suppleres med digitale løsninger, som hjælper borgerne. Under telefonsamtalen kan Opkrævningen sende MobilePay-anmodninger til borgere, så man kan blive gældfri med et swipe. Opkrævningen kan også tilbyde borgere afdragsordninger nemt og hurtigt. MIT BETALINGSOVERBLIK Det sidste element er Mit Betalingsoverblik, som Aarhus Kommune har udviklet sammen med KMD. På aarhus.dk/betalnu får borgere nemt overblik over deres gæld til kommunen fra både telefon, tablet og computer. Herfra kan borgeren betale sin gæld med mobilepay, oprette afdragsordninger eller tilmelde betalingsservice nemt og når det passer dem. Opkrævningens ambitioner med Mit Betalingsoverblik er langt fra udtømt, og løsningen har potentiale til udbygning for at gøre gældshåndtering endnu nemmere for borgerne. Siden 2018 til og med 2021 har nudgingkampagner og den særlige ringeaktivitet sikret 46,8 mio. kroner i indbetalinger. Opkrævningens erfaringer har løbende ført til en optimering af indsatsen, og der blev alene i 2021 indbetalt 11,8 mio. kr. som resultat af indsatsen. Heraf blev 4,5 mio. kroner indbetalt som følge af nudging-kampagner, og 7,3 mio. kr. blev indbetalt gennem ringeaktivitet. Niveauet for indbetalingerne skal ses i sammenhængen med budgettet for Smartere Opkrævning på 1 mio. kr. årligt. Smartere Opkrævning vækker opsigt i mediebilledet og er blevet omtalt og debatteret i medier som P1, P4, Aarhus Stiftstidende, BT og Jyllands-Posten. Omtalen bekræfter, at indsatsen lykkes med at skabe opmærksomhed om restancerne. Smartere Opkrævning modarbejder tendensen til, at borgeres gæld til det offentlige prioriteres lavest ift. andre gældsposter. INDBETALINGER SOM ELLERS VAR UDEBLEVET Af de 46,8 mio. kr., der indtil videre er indbetalt på baggrund af Smartere Opkrævning, ville en del af indbetalingerne antageligt havde fundet sted uden indsatsen. Splittest viser dog, at målrettede skrivelser giver en væsentlig højere indbetalingsgrad end traditionelle skrivelser. F.eks. viser en test af en nudgingkampagne på dag- og fritidstilbudsområdet, at de målrettede skrivelser medførte en indbetalingsgrad på 27 % mod en indbetalingsgrad på 16 % i en sammenlignelig kontrolgruppe, der modtog traditionelle sort/hvide skrivelser. På den særlige ringeaktivitet har kontrolgruppeforsøg vist, at blot 36 % af indbetalingerne ifm. direkte telefonopkald ville være fundet sted ved en normal opkrævningsindsats. MIT BETALINGSOVERLIK Siden april 2016 er 127 mio. kr. indbetalt gennem Mit Betalingsoverblik i Aarhus Kommune, hvoraf 64 mio. kr. er indbetalt via MobilePay. Løsningen har også faciliteret 1813 afdragsordninger. Brugen af Mit Betalingsoverblik er stigende i Aarhus Kommune, og der blev alene i 2021 indbetalt 41,2 mio. kr. gennem løsningen. Siden Aarhus Kommune udviklede Mit Betalingsoverblik som den første kommune sammen med KMD, er løsningen nu udbredt til 53 kommuner i Danmark. STØRRE POTENTIALE De stigende indbetalingsrater og den tiltagende popularitet af Smartere Opkrævningen gør Opkrævningen i Aarhus Kommune overbevist om, at der er større potentiale ved indsatsen. Løbende optimering af løsningerne og målretning af nudgingkampagner vil føre til større afkast og brugervenlighed for borgerne. Et konkret fokus vil i fremtiden være på de forebyggende indsatser mod gældsopbyggelse. Desuden indeholder nudgingdelen af indsatsen potentialer for tværkommunalt samarbejde med henblik på at nedbringe restancerne i hele landets kommuner. Opkrævningen i Aarhus Kommune vurderer, at Smartere Opkrævning rummer potentiale i andre former for både offentlig, statslig og privat opkrævning. English (Google translate) 411 million kroner. This is the amount that citizens and companies owe to Aarhus Municipality. The amount has been increasing for many years, and every year the municipality misses out on money that could have been used for educators in day care institutions, home helpers or the cultural life in the municipality. The lack of effective state recovery has for many years meant that the Collection in Aarhus Municipality, on an equal footing with other public authorities, has had to ensure that the arrears have increased. THE COLLECTION TAKES NEW WAYS TO PROVIDE KRONER FOR WELFARE The collection in Borgerservice, which is part of the cultural councilor's area of responsibility, has the mission of raising kroner for welfare together with the citizens of Aarhus Municipality. That is why Opkrævningen has developed the concept "Smarter Charge": A toolbox with tools to reduce citizens' debt. Thus, the Collection in Aarhus Municipality moves from just being a collection authority to being an active service body for the citizen. LESS DEBT, HAPPY CITIZENS, A MUNICIPALITY AT EYE HEIGHT Smarter Collection consists of three main elements to reduce citizens' debt: - Targeted nudging campaigns that attract attention and meet the citizens at eye level. - Direct telephone calls to the citizen, where we guide and send MobilePay requests to the citizens so that they can easily get the debt out of the world. - Development of My Payment Overview - a user-friendly solution to get an overview of one's debt to the municipality. In short, Smarter Charging consists of a number of digitalisation initiatives, which give citizens an easy, clear and present opportunity to reduce their debt to the municipality. Smarter Collection serves two main purposes: - Firstly, the effort contributes to the municipality's arrears becoming smaller, and the collected kroner can be used to create welfare. - Second, Smarter Charging is an effort that meets citizens where they are and helps them pay their debts before the reminder fees grow larger. It is a comprehensive task to collect debts to the government. Traditional black and white inquiries in Digital Post are overlooked. That is why Aarhus Municipality has developed Smarter Collection. Smarter Collection rethinks the municipality's communication and meets the citizen at eye level with targeted communication in headlines and letters. This is done through nudging campaigns, phone calls and the self-service solution My Payment Overview. NUDGING CAMPAIGNS With visual and written tools as well as targeted communication, Aarhus Municipality develops nudging campaigns, which are sent via Digital Post and various supplementary media. We divide the nudging campaigns into two groups: - General campaigns: Eg. campaigns in connection with Black Friday, corona, "Debt" and offsetting in excess tax. - Targeted campaigns for specific requirements groups: Eg. day and leisure offers, inspection fees, parking fees and library requirements. The campaigns are targeted to reach a limited group of citizens, allowing adaptation to demographic information and amounts. The adjustment takes place automatically in Opkrævningen's debtor system - a feature which has been developed in collaboration between the supplier and Aarhus Municipality. Inquiries in Digital Post can be adapted so that the subject field, name, payment deadline and amount are adapted to the citizen. It creates attention even before the citizen opens the letter. With adaptation, we break the framework and personalize the structure and communication in the letters. In addition, the structure of the letters makes it easier for the citizen to make a payment with direct links and a simple structure. Appeal to action is most important, while details are elaborated on the following pages. The solution allows split testing by dividing citizens randomly into two groups, one group receiving traditional inquiries while the other receives targeted nudging inquiries. The split tests help to show whether a campaign has an effect, and they provide knowledge about the degree of payment through the collection process and enable targeting of communication according to the citizen's place in the reminder process. DIRECT TELEPHONE CALLS AND MOBILEPAY REQUESTS Another element of Smarter Charging is the call activity. The collection calls directly to the municipality's debtors to establish a dialogue on debt reduction. The dialogue is complemented by digital solutions that help citizens. During the phone call, the Charger can send MobilePay requests to citizens so that one can become debt free with a swipe. The collection can also offer citizens installment plans easily and quickly. MY PAYMENT OVERVIEW The last element is My Payment Overview, which Aarhus Municipality has developed together with KMD. At aarhus.dk/betalnu, citizens get an easy overview of their debt to the municipality from both phone, tablet and computer. From here, the citizen can pay his debt with mobilepay, set up installment plans or sign up for payment service easily and when it suits them. The collection's ambitions with My Payment Overview are far from exhausted, and the solution has the potential for expansion to make debt management even easier for citizens. From 2018 to 2021, nudging campaigns and the special calling activity have secured DKK 46.8 million. kroner in payments. The experience of the collection has continuously led to an optimization of the effort, and in 2021 alone, DKK 11.8 million was paid in. as a result of the effort. Of this, 4.5 mill. DKK paid in as a result of nudging campaigns, and DKK 7.3 million. was paid in through call activity. The level of payments must be seen in the context of the budget for Smarter Collection of DKK 1 million. DKK annually. Smarter Collection attracts attention in the media picture and has been mentioned and debated in media such as P1, P4, Aarhus Stiftstidende, BT and Jyllands-Posten. The mention confirms that the effort succeeds in creating awareness about the arrears. Smarter Collection counteracts the tendency for citizens' public debt to be given the lowest priority over other debt items. PAYMENTS WHICH WERE OTHERWAY Failed Of the 46.8 mill. DKK, which has so far been paid in on the basis of Smarter Collection, part of the payments would probably have taken place without the effort. However, split tests show that targeted letters provide a significantly higher deposit rate than traditional letters. Eg. shows a test of a nudging campaign in the field of day and leisure offers that the targeted letters resulted in a payment rate of 27% against a payment rate of 16% in a comparable control group that received traditional black and white letters. On the special call activity, control group experiments have shown that only 36% of the payments in connection with direct telephone calls would have taken place at a normal charging effort. MY PAYMENT OVERVIEW Since April 2016, DKK 127 million. DKK paid in through My Payment Overview in Aarhus Municipality, of which DKK 64 million. DKK has been paid in via MobilePay. The solution has also facilitated 1813 installment plans. The use of My Payment Overview is increasing in Aarhus Municipality, and in 2021 alone DKK 41.2 million was paid in. through the solution. Since Aarhus Municipality developed My Payment Overview as the first municipality together with KMD, the solution has now been extended to 53 municipalities in Denmark. GREATER POTENTIAL The rising payment rates and the increasing popularity of the Smarter Collection make the Collection in Aarhus Municipality convinced that there is greater potential in the effort. Continuous optimization of the solutions and targeting of nudging campaigns will lead to greater returns and user-friendliness for the citizens. In the future, a concrete focus will be on the preventive efforts against debt accumulation. In addition, the nudging part of the effort contains potentials for inter-municipal cooperation with a view to reducing arrears in the entire country's municipalities. The collection in Aarhus Municipality assesses that Smarter Collection has potential in other forms of both public, state and private collection. Borgerservice, Aarhus Kommune Finn Bruun Ravnsbæk Chef for Backoffice, Borgerservice Stephan Rasmussen Forretningsspecialist Ninna Justesen Daglig leder af Opkrævningen Sarah Katrine Houe Studentermedhjælper Jonatan Lippert Bjørn Studentermedhjælper Finn Bruun Ravnsbæk Chef for Backoffice, Borgerservice Stephan Rasmussen Forretningsspecialist Ninna Justesen Daglig leder af Opkrævningen Sarah Katrine Houe Studentermedhjælper Jonatan Lippert Bjørn Studentermedhjælper Samarbejdspartnere /el al. (digitalt designhus) Udvikler af nudging-indhold KMD Udvikler af Mit Betalingsoverblik Mit Betalingsoverblik, Aarhus kommune https://.www.aarhus.dk/betalnu Category: Digital Value Proposition, Innovation, Public Sector and Government https://danishdigitalaward.dk/project/smartere-opkraevning/