1. www.esd-toolkit.org supported by a local government initiative improving together Customer Insight Current features and planned developments Customer Profiling Reducing Avoidable contact Customer Satisfaction Customer circumstance, need and life events

2. supported by improving together a local government initiative Building customer insight – ensuring equality and improving access Designing services around your citizens Measuring customer satisfaction Understanding circumstance and need Life events

3. supported by improving together a local government initiative Feedback Engagement (design) Service data Utilisation (analyse) Classification (groups) Segmentation (predict) CUSTOMER INSIGHT To close gap; prediction v reality Engage & involve; service redesign Expectations v predictions esd-tk CPP Consultation Satisfaction Journey Mapping NI14 esd-toolkit Data handling: Automated Reporting Granularity Analyses

4. supported by improving together a local government initiative Do you know your customers? Quiz – introducing Customer Profiling types…

5. supported by improving together a local government initiative Which group are the most likely to receive Council Tax Benefit? People living in social housing with uncertain employment in deprived areas Low income families living is estate based social housing Older families living in suburbia 46% below average Over three times more likely 40% above average

6. supported by improving together a local government initiative Which group are most likely to use recycling bags & containers? Younger families living in newer homes Career professionals living in sought-after locations 68% above average26% below average24% above average Educated, young, single people living in areas of transient populations

7. supported by improving together a local government initiative Which group’s children are more likely to gain at least 5 A-C Grade GCSE’s? Residents in 1930s & 1950s council estates, typically in London, now mostly owner occupiers Well paid executives living in individually designed homes in rural environments Successful managers living in very large houses in outer suburban locations 63% above average45% above average24% below average

8. supported by improving together a local government initiative Which group is most worried about being a victim of crime? High levels of social housing, mostly in inner London, with high levels of diversity Young professionals & their families who have gentrified terraces in pre 1914 suburbs Older people living in crowded apartments in high density social housing 78% above average15% below average Over three times the average

9. supported by improving together a local government initiative Which group uses www.direct.gov.uk more? Small business proprietors living in low density estates in smaller communities Economically successful singles, many living in privately rented inner city flats Older couples, independent but on limited incomes, living in bungalows by the sea 23% above average33% below average14% above average

10. supported by improving together a local government initiative Do you know your customers? 11 profile groups split into 61 types Detailed definition/attributes of each Considered types from 3 groups: –Suburban comfort (C - Blue) –Blue collar enterprise (H - Orange) –Grey perspectives (J - Grey)

11. supported by improving together a local government initiative Customer Insight Designing services around your citizens Measuring customer satisfaction Understanding circumstance and need Life events where are we? where do we want to be? how can it help? … what’s in it for me? … how can I start? … quick wins ….

12. supported by improving together a local government initiative Customer Insight Customer Profiling Steps to developing Customer Insight Baseline performance Identify services covered by LA from LGSL Update Local tree View NIs through esd-toolkit mapped to local tree of services Identify areas for improvement (NI14 – will be able to profile NI14) Upload transactions Profile transactions Calculate costs to get an all round view and apply NI179 (VFM) Survey customers according to their preferences and social needs Apply gap analysis / focus on unexpected peaks or troughs Contextualise your performance Adjust and review Calculate savings / improvements / perceptions

13. supported by improving together a local government initiative Customer Insight Customer Profiling What does customer profiling do for you? Helps you understand: Who lives in your area Which of your services they need or choose to use How they prefer to contact you Cost per channel Marketing preferences and behavioural patterns How to provide your services in the most cost efficient way whilst meeting the needs of your customers.

14. supported by improving together a local government initiative Customer Insight Customer Profiling In esd-toolkit, all subscribed LAs can: Record transaction data for all your services and see information on the profile of customers accessing each service by different channels Record the cost to deliver each service through channels Run cost modelling reports to see the effects of encouraging "channel shift" Create charts and reports comparing your data with that of other authorities View the predominant profile groups and types for every ward in your authority

15. supported by improving together a local government initiative Customer Insight Customer Profiling Ward level data freely available to esd-toolkit subscribers

16. supported by improving together a local government initiative Customer Insight Customer Profiling esd-toolkit - a unique way of designing services around citizens Upload transactional data and cross reference with licenced segmentation data gives evidence for service delivery, channel shift, costing and planning Analyse how the groups & types can affect your NI performance Take advantage of nationally collected aggregated data to inform your development Benchmark with demographic near neighbours Partnership services tracked and logged in esd toolkit

17. 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 Customer Insight Customer Profiling - What’s already there esd-toolkit Local Data Core Data

18. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Profile group and type characteristics

19. supported by improving together a local government initiative Profiles by service, interaction and channel Customer Insight Customer Profiling - What’s already there

20. supported by improving together a local government initiative Compare actual customer profile with profile of potential customers Customer Insight Customer Profiling - What’s already there Viewing Trends

21. supported by improving together a local government initiative Making a case for encouraging channel-shift esd-toolkit lets perform “what if” calculations Customer Insight (Project 1) Customer Profiling - What’s already there

22. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Service Propensity

23. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Service propensity

24. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Service maps

25. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Ethnicity maps

26. supported by improving together a local government initiative Hot / cold maps Customer Insight Customer Profiling - What’s already there

27. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Output area map

28. supported by improving together a local government initiative Customer Insight Customer Profiling - What’s already there Annotated maps

29. supported by improving together a local government initiative Customer Insight Customer Profiling What’s new!! Use of Mosaic Scotland - Scottish LAs now able to profile against their own segmentation whilst simultaneously profiling against Mosaic UK for use in aggregated data across the whole of the UK Profiling for other organisations. Extension of profiling features (including maps) to cover use by other organisations with their own geographical boundaries. Currently being piloted by Merseyside Fire & Rescue and Lee Valley Regional Park.

30. supported by improving together a local government initiative Customer Insight Customer Profiling New Release - Postcode level maps

31. supported by improving together a local government initiative Customer Insight Customer Profiling What’s coming soon!! Release scheduled for end of Dec 2009 Survey profiling (Local / Place / National surveys)

32. supported by improving together a local government initiative Customer Profiling – Not sure what to do? Why not join the Customer Profiling Project Phase III Pick n Mix?

33. supported by improving together a local government initiative Customer Insight Customer Profiling 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

34. supported by improving together a local government initiative Customer Project Phases PIII Pick n Mix sign ups 1.Bath & North East Somerset Council 2.Birmingham City Council 3.Bristol City Council 4.Calderdale Council 5.Durham Unitary 6.East Herts 7.Epping Forest District Council 8.Fenland District Council 9.Assoc of Greater Manchester Auth 10.Kingston Upon Thames Council 11.Lee Valley Regional Park 12.Maldon District Council 13.Merseyside Fire & Rescue 14.Norfolk County Council Continued..........

35. supported by improving together a local government initiative Customer Project Phases PIII Pick n Mix sign ups 15.North Warwickshire Borough Council 16.Nottinghamshire County Council 17.Plymouth City Council 18.Reading Borough Council 19.Royal Borough of Windsor & Maidenhead 20.Rugby Borough Council 21.Sandwell District Council 22.Scarborough Borough Council 23.South Lakeland District Council 24.Suffolk Coastal District Council 25.Three Rivers District Council 26.Thurrock Council 27.West Somerset Council

36. supported by improving together a local government initiative Customer Insight Watch the events section of esd-toolkit for training and awareness workshops in customer profiling techniquesevents section Got to esd-toolkit Customer Insight Community pages for more information about Customer Insight and profilingCustomer Insight Community pages

37. supported by improving together a local government initiative Customer Insight Avoidable Contact - What’s already there Upload of avoidable contact

38. supported by improving together a local government initiative NI14 – avoidable contact Customer Insight Avoidable Contact - What’s already there

39. supported by improving together a local government initiative NI14 Tree Customer Insight Avoidable Contact - What’s already there

40. supported by improving together a local government initiative NI14 report Customer Insight Avoidable Contact - What’s already there

41. supported by improving together a local government initiative Customer Insight Life Events

42. supported by improving together a local government initiative Customer Insight Life Events 22 Life Events - 5 top level groups – Priority - “Losing your job” Menu of services related to a theme offered by an LA or partner Look at the spreadsheet by following this linkthis link Download it, add suggestions and upload Comment on “Losing your Job” – on Customer insight forum or send your own version of Life Events documents /spreadsheets to sheila.apicell@esd.org.ukCustomer insight forum sheila.apicell@esd.org.uk Volunteer for other Life events using the same or similar methodology. Please volunteer on Customer insight forumCustomer insight forum Help us understand how this can help you in your LA. Please give examples of how this can be embedded into your service delivery News Article

43. supported by improving together a local government initiative Further information Use the forumsforums Customer Profiling lead: sheila.apicella@esd.org.uk Customer Insight work group lead tony.hinkley@esd.org.uk Support: Support@esd.org.uk Your region: contact your RLM