Using Customer Research to inform service redesign Katy Wilburn Head of Research and Insight

Using Customer Research: Objective To highlight the importance and benefits of using Customer Research to inform service re-design Pinpoint where in the process Customer Research could be used and how Offer some practical tips to get started

Using Customer Research: Evaluating Change Asking Obvious Questions… Why does it need to change? Where are we now? What do tenants want and need? What do we want to do?/ What can we do? Implementing change Did it work?/Is this still what we need? What needs to change or improve? Are there any target groups?

Using Customer Research: ‘What needs to change? Why? Where are we now?’ Why? Understanding if the change suggested is right for the tenant profile Understanding the scale of the shift needed and the size of any barriers How? Creating simple ‘profiles’ of users Comparing ‘users’ to your population as a whole Talking to front line staff about ‘user’ types Collecting data as preparation

Using Customer Research: If you’re going to survey, sampling is everything! Things to avoid;  Only surveying current users  Asking engaging tenants why unengaged tenants don’t engage…… Things to include; Select a representative sample Be clear about who has returned and importantly who hasn’t Profile your respondents and your non-respondents

Using Customer Research: Evidence Collecting Case Study

Using Customer Research: ‘Did it work? Is this still what we need?’ Why? Even with the best planning change isn’t always effective Measuring level of impact against level of investment Evidencing effective change can; – secures more resources – aid best practice sharing How? Comparing outcomes with stated aims Before and after data and user profile comparisons Split testing

Using Customer Research: Impact Case Study

Using Customer Research: Practical Tips Get to know your tenants better – segmentation and profiling Use the data you have first then fill in the gaps with additional research Don’t assume other people’s statistic fits your profile – check