1. www.esd-toolkit.org supported by a local government initiative improving together esd-toolkit Customer Profiling 4 Profiles and a case study

2. supported by improving together a local government initiative Agenda 1.Standards / common language / how profiling fits into esd-toolkit 2.Profiling Features in the esd-toolkit 3.Project Support – an example of some of the options 4.Further information

3. supported by improving together a local government initiative Targeted Marketing Targeted Resourcing Business case For Transformation Service Quality Analysis Cost to Serve Equalities Impact Assessments Shared Services - Evidence to Support Channel Optimisation Community Development Place-Shaping Evidence Local Data Post Coded Service Information Evidence Customer Profile Data Profiles Service Cost Model Costs Transaction Costs Local Benefits Standards: LGSL - Services LGIL - Interactions LGChL - Channels Community of Support Benchmarking Best Practice Standards 1. Standards / common language / how profiling fits into esd-toolkit esd-toolkit Local Data Core Data

4. supported by improving together a local government initiative 2 Profiling Features Profile group and type characteristics

5. supported by improving together a local government initiative 2.1 Profiling Features Profiles by service, interaction and channel

6. supported by improving together a local government initiative 2.2 Profiling Features Compare service take-up profile with the profile of actual householders

7. supported by improving together a local government initiative 2.3 Profiling Features Making a case for encouraging channel-shift esd-toolkit lets perform “what if” calculations

8. supported by improving together a local government initiative 2.4 Profiling Features -Shows costs incurred, over selected time period -Same data as cost modelling, but in single report -Can run for single services/interactions, whole departments or entire local authority

9. supported by improving together a local government initiative 2.5 Near neighbours by profile Interactive map

10. supported by improving together a local government initiative 2.6 Near neighbours by profile Interactive map

11. supported by improving together a local government initiative 2.7 Web channel service profiling Web profiling of Local Directgov web statistics New feature

12. supported by improving together a local government initiative 2.8 Web channel service profiling Web profilingWeb profiling of Local Directgov web statistics New feature

13. supported by improving together a local government initiative 2.9 Support for LAAs Contextualised benchmarking NI 192 - Percentage of household waste sent for reuse, recycling and composting Profiles of service requests for: Garden waste Recycling sites How do these compare with the profiles of our residents? Is my authority more or less likely to recycle? Are we outperforming expectations?

14. supported by improving together a local government initiative 2.10 Understanding ethnicity – Things to come Where do different groups live? Map 1Map 2

15. supported by improving together a local government initiative 3.0 Pick n Mix Phase III You choose the support combinations that meet your needs

16. supported by improving together a local government initiative 3.1 The data analysis framework esd-toolkit specialises in profiling actual customer behaviour for service take-up, channel access and transaction costs

17. supported by improving together a local government initiative 3.11 Scoping: Composite Profiles: widening the context

18. supported by improving together a local government initiative 3.13 Segments: Capturing local opinions Characteristics: Group D, are represented in this report by Jason and Chloe who are a fictitious but typical group D family. They live in relatively close proximity to extended family members, friends and members of the community, some of whom they may have known since childhood. Although they do not have formal qualifications the couple hold down skilled, manual jobs. They own their own home and a car. Jason and Chloe come from backgrounds of economy and thrift; this has resulted in them having medium levels of debt. Financially, they get by, but occasionally they struggle and need a little help, usually in the form of working family tax credit, to make ends meet. Group D are the largest profile group in the UK, where they represent 16.5% of the households.

19. supported by improving together a local government initiative 3.14 Profiling Framework: Linking data to the LGSL Address and LGSL ‘matching’ with service records to profile customers

20. supported by improving together a local government initiative 3.15 Profiling Framework: Capturing atypical behaviour In Wokingham where 80% of the residents belong to thriving profile groups 77% of the service contact analysed came via face-to-face transactions In Havering twilight subsistence customers are not taking up the freedom bus pass In Nuneaton & Bedworth the take-up of direct debit by ‘striving’ profile groups is comparatively high For some service types customers are making circa 90% of the service requests via the internet

21. supported by improving together a local government initiative 3.16 Profiling Framework: Benchmarking esd-toolkit software allows you to benchmark against other LA’s in a variety of pre-defined ways. You can download the data and analyse it yourselves In addition to this you can have bespoke benchmarking based on any criteria you choose

22. supported by improving together a local government initiative 3.17 Service access: Channel usage Access Channel % of contacts for a geographical location (3 mile radius) Face to FaceTelephonePostAutomated Payments Older person ’ s bus pass (99%) Recycling (90%)Benefits (40%)Business Related Services (62%) Social Care (76%)Refuse (89%)Planning & Building control (40%) Council Tax (50%) Benefits (41%)Transportation & Roads (41%) Business Related Services (22%) Housing (11%) Council Tax (26%)Housing (62%) Housing (26%)Benefits (18%) Planning & Building control (19%) Council Tax (5.37%)

23. supported by improving together a local government initiative 3.19 Service access: Channel Cost

24. supported by improving together a local government initiative 3.10 Integration Standards integration esd-suppliers

25. supported by improving together a local government initiative 3.2 4 Profiles ScopingSegments Service Framework Service Access Integration Profile Related Localised Data Localised Composite Analysis (High, Med, Low) Channel activity based on banking services + Location planning Profile integration Wider LG Context Customers Opinions Actual Behaviour by Service group (Num, %) Channel activity based on each service + Costs Standards integration Framework Experian Esd-toolkit ????? You

26. supported by improving together a local government initiative Support for Attaining the Cabinet Offices Customer Service Standard Resource Planning Business case For Transformation Benchmarking Cost to Serve Equalities Impact Assessments Producing Customer access strategies Channel Optimisation Standards Integration Evidence Local Data Post Coded Service Information Evidence Customer Profile Data Profiles Service Cost Model Costs Transaction Costs Local Benefits Standards: LGSL - Services LGIL - Interactions LGChL - Channels Community of Support Benchmarking Best Practice Standards 3.21 How working with esd & Aston Campbell Associates compliments working with Experian esd-toolkit Local Data Core Data

27. supported by improving together a local government initiative 4.0 Some little nuggets we discovered from phases I & II Customer Profiling Project findings report CPP “A snap-shot of the findings”A snap-shot of the findings Report analysing customer profiles for Public Libraries Recycling Refuse Data from 19 esd-toolkit CPP authorities Implications for related National Indicators

28. supported by improving together a local government initiative 4.1. Customer Project Phases Who has taken part in CPP so far PI LAs 1.Chorley BC 2.East Northants Council 3.Lancashire CC 4.LB Enfield 5.LB Havering 6.LB Lewisham 7.LB Redbridge 8.LB Waltham Forest 9.Luton BC 10.Mendip DC 11.NE Derbyshire DC 12.Wokingham BC PII LAs 1.Birmingham City Council 2.Dudley MBC 3.Kettering BC 4.Nottingham CC 5.Nuneaton & Bedworth 6.Rossendale BC 7.Stevenage BC 8.Tameside MBC 9.Wear Valley DC

29. supported by improving together a local government initiative 4.2 PIII Pick n Mix sign ups 1.Calderdale Council 2.Durham Unitary 1.Durham County Council 2.Durham City Council 3.Easington District Council 4.Teesdale District Council 5.Sedgefield Borough Council 6.Derwentside District Council 7.Chester-le-Street District Council 8.Wear Valley 3.Fenland District Council 4.Greater Manchester Association 5.Norfolk County Council 6.Plymouth City Council 7.Reading Borough Council 8.Rugby Borough Council 9.South Lakeland District Council 10.Suffolk Coastal District Council 11.Three Rivers District Council 12.West Somerset Council 13.Luton Borough Council 14.South Norfolk

30. supported by improving together a local government initiative 4.3. Further Information Contact: Sheila Apicella – core project team lead esd-toolkit Customer Profiling work package Tel: 07769 692989 sheila.apicella@esd.org.uk Jacqui McNish – esd profiling services Tel: 07983 477944 jacqui.mcnish@astoncampbell.co.uk See: www.esd.org.uk/Profiling/

31. supported by improving together a local government initiative 3.18 Service access: Channel Cost