1. East Midland’s Regional toolkit local community Tuesday 4 th March 2008 Nottinghamshire County Council - our participation in the national customer profiling project

2. Corporate drivers for undertaking customer profiling? Service transformation and improvement programme – determining priorities for service transformation through identifying customers and their needs Channel strategy – channel shift and efficiencies Delivery model – location of face to face access points Strategic programme interdependencies Local Area Agreement - managing delivery of priorities Delivering a performance framework built around what matters to our customers

3. The steps we envisage Baseline What information and data is already available Establish baseline based on County customer profiles, key segments and customer groups Identify areas where current service model is failing e.g. undertake journey mapping Work with County partners who have shared customer base Gap analysis Input results to inform corporate decision making on priorities for insight work Developing ongoing insight capability

4. Where does the esd toolkit fit in? Undertake audit of esd usage as work package of national Customer Profiling Project. Assess use as: A location for project outputs Customer profiling Cost to serve Volumes data Information Governance longer term building blocks Core list of services – can also be used for internal processes Feature of integrated channel management Link to service architecture/business process integration & partnership work DirectGov Standards & integration – website, crm, partnerships etc

5. Links with other projects Customer satisfaction (mapping already deployed within GovMetric product Equalities Records Management

6. Recommendations for LGSL Full implementation of the LGSL is recommended as Provides a holistic view of service delivery across all channels in a consistent format Allow correct allocation of services for other projects such as GovMetric satisfaction and customer profiling updating the local tree would provide clear visibility of customer profiling data in a structured way

7. Project objectives National Assist local authorities to both understand AND influence the customer viewpoint Simple “top down” costing of access methods and transactions Cross-referencing of this data via LGSL linked to post coded transactions within Mosaic profiling software Actual profiling of two specific high volume or high cost service transactions Understanding how to optimise channel migration linked to those customer segments Identify options for CRM/toolkit integration

8. Project objectives Nottinghamshire Determine NCC’s use of esd toolkit and Local Government Service List in relation to the website and CRM and implications for integration Assist development of specific business case for libraries locations within the Gedling district Carlton area Utilise and test Customer Insight data protocol Understand corporate capacity and capability to undertake this type of analysis Understand systems and tools required to undertake this work

9. Project deliverables National Report identifying general customer service trends in line with project objectives (9 months CRM data/100k transactions) addressing specific business case for location of libraries (one district 50k transactions) Output data collated and input to esd toolkit NCC Recommendations report on alignment and integration of esd-toolkit (Local Government Service List) with Website and CRM GIS maps of travel (work, leisure, shopping) in relation to libraries in Gedling, Carlton area Appended version of Cost to Serve document based on NCC options Evaluation report of Customer Insight data protocol

10. Issues/Lessons – early assessment of process Clarify purpose – what is the local flavour Clarity of objectives – do you share only those of the national project Work across disciplines and channels Starting point for establishing a method of approach and longer term resourcing implications

11. Exclusions Not end to end process CLG national cost to serve project outcomes not yet available to inform project so top down costings used Benchmarking with similar authorities – Derbyshire and Staffordshire but will share outcomes from NCC Not possible to undertake this phase with partners but will share outcomes in customer insight month April 08 Incorporation of ethnicity profiling module ‘Origins’?