esd-toolkit and customer profiling Outputs of Phase II reports & Summary of findings Jacqui McNish

What we set out to achieve Provide a common infrastructure for profiling in Local Government To provide LA reports focused on local priorities To gain an understanding of the make-up of local communities and how this impacts on service take-up To inform the business case for channel shift, contact centre locations and influencing change

Background to the project – LB Lambeth Number Of Transactions The project was informed by work carried out in the London Borough of Lambeth Profile Group

The Customer Profiling Project Service Transaction Cost Local Data Post Coded Service Information Costs Model Customer Profile Data Standards LGSL LGIL LGChl LGDL Community of support Bench Marking Best Practice Costs Costs Profiles Evidence Evidence Standards Local Data Core Data ESD Toolkit Local Benefits Targeted Marketing & Resourcing Support for Delivering National Indicators Business case For Transformation Customer Satisfaction Equalities Impact Assessments Support for Local & Multiple Area Agreements Cost to Serve Customer Journey Mapping Community Development Place-Shaping Channel Optimisation

CPP Participants Profiles

Channel Cost Formula

Channel Costs £2.80 £3.39 £6.63 0.08p 0.03p £10.56 £6.49 0.02p Channel Telephone Email e-form Web Face-to- Face Direct Debit Source Chorley Lambeth/ Enfield Lambeth Tameside Enfield Lambeth/Enfield Call Centre Call centre Integrated Cost per transaction £2.80 £3.39 £6.63 0.08p 0.03p £10.56 £6.49 0.02p

Business for Channel Shift Profile group ID Profile type No of Transactions % of Transactions Cost to transact £10.56/ transaction Propensity to channel shift A1 Global connections 139 0% £1,467.84 High A2 Cultural leadership 440 1% £4,646.40 A5 Provincial privilege 190 £2,006.40 Above Average A7 Semi-rural seclusion 1 £10.56 A Symbols of Success 770 £8,131.20 D21 Respectable rows 2,845 3% £30,043.20 D27 Settled minorities 23,692 27% £250,187.52 D Ties of Community 26,537 30% £280,230.72 G41 Families on benefits 146 £1,541.76 Low G42 Low horizons 50 £528.00 G43 Ex-industrial legacy 221 £2,333.76 G Municipal Dependency 417 £4,403.52

Nuneaton & Bedworth Report Objective To find out the profile types that predominantly access services via face to face channels, to remove or confirm the myth that customers will only make payments in council offices (not post offices) and to inform channel shift and channel shift limitations

Channel Volumes

Revenue Collection Services

Channel Shift ROI

Propensity to use alternative ‘cash’ payment channels (Paypal)

Marketing to local communities Newspapers Posters Telemarketing

Wear Valley Report Objective To identify baskets of services that should be targeted at particular groups (as typified by individuals such as ‘Gladys’), and to encourage service take-up. The main services to be analysed are Housing Benefits Council Tax - encouraging take up of Direct Debit Recycling Environmental Services

Group G Service Baskets

The Surviving & Aspiring profile family (Y) Jason & Chloe Gary & Sue Arthur & Mary 28.27% 16.62% 4.13%

Transaction Volumes for Family ‘Y’

Estimated Annual Transaction Costs Profile Family Key X = Striving Y = Surviving & Aspiring Z = Thriving

Dudley MBC Report Objective: To inform the business case for contact centre location options.

Where should contact centre no. 2 be located?

The make-up of a community within 1Mile of potential access points

Contact centre recommendation

Summary Report Summary report findings

Which profile types make the most service contacts?

Service transaction volumes across all LA’s

Channel transaction volumes across all LA’s (all services)

Service Transactions for profile types Type G41 – families in benefits

Transaction volumes for library services Look up usage in mobile libraries

The make-up of group D communities Jason & Chloe Nuneaton & Bedworth (30.34%) Employment Finances Attitudes Family composition Group Social Care & Education Leisure Finances Environment Housing Tenure D – Ties of Community Adult’s Services Children’s Services Library Services Leisure Services Benefits Direct Debit Recycling Parking Permits Social Housing Owner Occupation Private Renting Average Below Average Above Average

Access Channel Take-up

The services used by group D Do a comparison here and (channels they use for each service) mention bundling of services and link to national indicators & cost savings. Link to NI 179 VFM and NI14.

Services used by groups F & G.

Use of standards LGSL - services LGIL – interaction types LGChL – channel types

Further information Web: www.esd.org.uk Forum: www.esd-toolkit.org.uk/IntegratedForums/Login.aspx? CPP Phase III: sheila.apicella@esd.org.uk Reports and data analysis: jacqui.mcnish@btinternet.com

Thank you for listening! Jacqui McNish Aston Campbell Associates jacqui.mcnish@btinternet.com 07983 477 944