1. Kris Boardman Understanding a customer’s need from Mosaic Profiling 22nd May 2008

2. Presentation Overview About Chorley Mosaic data for Chorley Circle of Need concept – practical example and application to local government Linkages Next Steps

3. About Chorley….. Population = 100,000 at 2001 Census Chorley Council is located north of Manchester and covers 80 sq miles and has some of the most pleasant and varied countryside in Lancashire 20% aged over 60 60% aged between 16 - 59 20% aged under 16 Chorley is one of the least deprived districts in Lancashire with unemployment below the national average

4. Chorley Council have been able to identify the various types of customer profiles within the Chorley Borough and compare these to the UK as a whole. B A C D E F G H I J K Mosaic Groups Carer professional living in sought after locations Older people living in social housing with high care needs Independent older people with relatively active lifestyles People living in rural areas far from urbanisation People living in social housing with uncertain employment in deprived areas Low income families living in estate based social housing Upwardly mobile families living in homes bought from social landlords Older families living in Suburbia Close knit, inner city and manufacturing town communities Educated, young, single people living in areas of transient populations Younger families living in newer homes Group Overview 17.25% 9.03% 22.54% 22.34% 0.16% 3.19% 8.08% 6.25% 3.49% 3.70% 3.97% % of Chorley Compared to UK Group D breakdown: Mixed communities of urban residents living in well built, early 20 th century housing Comfortably off manual workers living in spacious but inexpensive private houses Owners of affordable terraces built to house 19 th century heavy industrial workers Low Income families living in cramped Victorian terraced housing in inner city locations Centres of small market towns and resorts containing many hostels and refuges Communities of lowly paid factory workers, many of them of South Asian descent Multi-cultural inner city terraces attracting second generation settlers from diverse communities D21 D26 D27 D23 D22 D24 D25

5. Chorley Council gained insight into our citizens and their needs. This allowed us to identify hard to reach groups

6. Looking to the future Chorley Circle of Need Project

7. Chorley Circle of Need ® Concept – A practical example Needs Identified: Hostels Hotel Car Hire Travel Insurance Cheaper Energy Luton Express Travel Guides Gift Vouchers Ryanair Money Airport Parking Concerts & Sports Airport Coach Bed and Breakfast Foreign Currency Gambling

8. Chorley Circle of Need ® Concept- Ryanair Example In need of a flight “I need a hostel” “I need a hotel” “I need a hire car” “I need transport to Luton” “What tours are available on holiday” “How can I find a travel guide” “I want to buy a present” “I want cheap c/card, insurance” “I need airport car parking” “I need an airport transfer” Hostel bookings available Car Hire Bookings Luton express tickets available Day trips offered Travel guides made freely available Hotel bookings Airport transfers Links to airports to book parking Offer credit cards and insurance Gift vouchers

9. How can this concept be applied to local government?  Level 1 Shelter  Model is formed with the citizen having one basic need.  The citizen is presenting a need, which at this stage is unknown by the authority  Level 3 Women's refuge CCH Private landlord  Further analysis allows authority to better understand the customer’s need  Level 2 Welfare Finance Accommo -dation  The model establishes the customers need at a high level.  Needs at this level are based on Maslow’s hierarchy of need concept  Level 4 Chorley Circle of Need ® ProtectionFood Home Emotional support MedicalRest Church Fire Service Police NHS Women's Refuge Key Citizen Need Services  Provides a range of services available to satisfy need  Related needs can be identified and diagnosed during same contact point  Envisaged the model will have the ability to proceed directly to this level if required Housing Shelter

10. Where does the Mosaic data set fit into this?

11. F 38: Tower Block Living In need of health support and advice Being a citizen affected by crime Having inadequate personal environmental security and safety In need of access to active and supportive communities In need of social integration = Customer Need Mosaic group overview: Single, childless couples and older people living in high rise social housing Other key information: F 38 contains areas where the majority of the population live in high rise flats and suffer from high levels of social and economic deprivation Basic Circle Of Need Mapping For Mosaic Group F 38 Key

12. Example of a circle of need for F38 based on a need of health support and advice In need of Health Support and Advice Having inadequate personal environmental security & safety Being a citizen affected by crime Reduce or eliminate offending behaviour In Need of Support in Living Being in Poverty Having Communication Issues In Need of a Home In Need of Access to an Active & Supportive Community In Need of Adequate Accommodation Providing Council Housing Services Providing Housing Advice Services Providing Refuse Services Providing Environmental Health Services Providing Health and Safety Services Providing Care Services Providing Advice and Support Services

13. Funding bid to esd-toolkit to: Explain the scope of the project to TLC’s and the Insight working group. Four workshops to map ‘needs’ of 30 most deprived mosaic groups to the Circle Of Need model. Final report – containing needs identified. Potential case studies identified to feed into the model. Technical support to be provided by Experian

14. Next Steps: Circle of Need Project – August 2008 Esd-toolkit – December 2008 Pilot Q2 2009 CRM Implementation – 09/10

15. Any Questions? Kris Boardman Customer Access Officer Chorley Council Email: Kristian.boardman@chorley.gov.ukKristian.boardman@chorley.gov.uk Tel: 01257 515 343