The Social Innovation Lab for Kent Insight into People,
Understanding customers “Be obsessed with your customers, not markets. A market never paid a bill” Tom Peters, Business Management ‘guru’
Understanding customers “Be obsessed with your customers, not markets. A market never paid a council tax bill, or needed a place in a school of its choice”
Customers Users Residents People
SILK Aims 1.To provide a ‘safe space’ and a creative approach to tackling any number of strategic challenges, in order to develop new responses to apparently intractable problems, based on the realities of people’s lives 2.To build the capacity and skills of staff across the council – and indeed its partners – to focus on citizens and experiences, rather than services and organisations, when developing strategy and implementation plans. KCC Corporate Plan 2009
Insights and ideas can and should come from anywhere and everywhere People are usually the experts of their own lives, their families and communities The principles that define SILK
Platforms and tools for collaborative working The principles that define SILK The more people we involve, the greater the chance of making it stick
Understanding customers Why is it important for a local authority to develop insight about its customers?
Types of insight StrategicTactical Qualitative Quantitative
Types of insight Why some people don’t renew books online How many users renew their books online How are people using knowledge resources and civic spaces differently What are the most common features of what a future library might look like StrategicTactical Qualitative Quantitative
Deciding on a direction Organisation What elected councilors think What senior managers think What frontline staff think Utilisation data
Deciding on a direction Information about customers’ use of existing services, including satisfaction, usage, efficiency, effectiveness, patterns Organisation What elected councilors think What senior managers think What frontline staff think Utilisation data
Deciding on a direction Media and public opinion Complaints and overt needs Segmentation data Customers’ latent needs Customers
Deciding on a direction Data about customers taken from surveys, census, purchasing and financial records Media and public opinion Complaints and overt needs Segmentation data Customers’ latent needs Customers
Deciding on a direction Me Intuition Organisation Media and public opinion Complaints and overt needs Segmentation data Customers’ latent needs Customers What elected councilors think What senior managers think What frontline staff think Utilisation data
Group exercise Each group has 10 minutes to review the scenarios and discuss What they need to find out How they will develop insight
Deciding on a direction Data about customers taken from surveys, census, purchasing and financial records Customers Media and public opinion Complaints and overt needs Segmentation data Customers’ latent needs Organisation
Segmentation - NRS* Grade A B C1 C2 D E Social class Upper middle class Middle class Lower middle class Skilled working class Working class Underclass Chief income earner’s occupation Higher managerial, administrative or professional Intermediate managerial, administrative or professional Supervisory or clerical and junior managerial, administrative or professional Skilled manual workers Semi and unskilled manual workers Casual or lowest grade workers, pensioners and others who depend on the welfare state of their income * National Readership Survey; developed 50 years ago to segment readers of various publications, for advertising purposes
Segmentation - Acorn
Exercise The council is trying to better understand its residents’ lifestyles, in order to suggest the most effective strategy for increasing recycling. Looking at the data provided, what can you say about this resident? What kind of recycling strategy would work best for this type of person?
Who are they? Married, one child, expecting another Moved to London from Israel ten years ago Renting three bed flat in Hampstead, North West London Moved to the area because of catchment to better schools Rides bike to work, recycles at home and at work Aviv Katz, Senior Designer, Engine Service Design
Who are they? 30, Not married, living with partner, no dependants Has owned house in Ashford for six and a half years Family and friends all live locally, nice quiet street, Good access to the motorway - important as she drives to work In spare time enjoys salsa, capoeira, cycling Has started vegetable patch, recycles weekly and has a compost bin Sarah Palmer, Kent Graduate Programme, Kent County Council
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Differing project needs Segmentation Utilisation Engagement What we think people need and use What services people use, where and when What people actually want
Understanding customers When is it important to develop insight about customers?
Exercise Select an issue / theme that is relevant to your current work. Map out the different questions that could be asked, and methods for answering those questions.
Summary Context and challenges Quantitative v. qualitative Sources of data and insight How this is relevant to my work
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