1. Customer Insight – Care-link / Telecare uptake
Benjamin Imafidon MBA
Improvement Adviser
Bury Council
Chief Executive’s Department

2. Customer Insight – Care-link / Telecare uptake
The Care link & Telecare service in Bury
24/7 service
365 days emergency response
Enable users to maintain independence
Safety~ Someone is always available to answer call for help
Chief Executive’s Department

3. Customer Insight – Care-link / Telecare uptake
Delivering the service
Own Home
Alarm unit connected to control room via a telephone line
User has a pendant which triggers alarm to control room
Pendant is activated in an emergency
Trained operator takes an appropriate action
Also offers falls detectors, carbon monoxide
Chief Executive’s Department

4. Customer Insight – Care-link / Telecare uptake
Current Customer base (2422 clients)
Age range
Number of clients
Percentage
Under 30
124
5.12%
31-45 41
1.69%
46-60
108
4.46%
61-75
407
16.80%
76-85
676
27.91%
Over 85
713
29.44%
No date of birth given
353
14.57%
Chief Executive’s Department

5. Customer Insight – Care-link / Telecare uptake
Current promotional activities
Advertised in “Retired & Living” periodical
Leaflets & posters distributed at libraries, doctor surgeries, post offices etc
Referrals from social workers
Home care staff
Word of mouth
Chief Executive’s Department

6. Customer Insight – Care-link / Telecare uptake
The Project
Step 1
Subscribe to esd –toolkit
Have a mosaic licence – up to post code level analysis or ACORN
Be clear of project objectives
Ensure:
your Local Tree (service) is up-to-date and includes the service
Check that the service is marked “Applicable” on the local tree
Check if interaction “Applications for service” exists and enabled
Check channels used are associated with service are enable or set to “all channels” if not sure, make sure it is enabled and mark “0”
Check if you have robust customer data
Chief Executive’s Department

7. Customer Insight – Care-link / Telecare uptake
The Project
Step 2
Down load your customer data
Transfer your data to esd-toolkit standard data input spreadsheet
Address
Postcode
Date of birth
Trans Date
Service Number
Service name/ description
LGIL Interaction No
Interaction name
LGChL ChannelNo
Channel name
Confidence Rating
Xx Griffin Road
BLx xxx
xx/xx/1941
01/04/2011
313
Community alarms and Telecare 8
Providing information
All channels 4
Xxx Falcon Street
xx/xx/1921
The Fields
M45 xxx
xx/xx/1927
Xxx Elms Street
M45 xxx
xx/xx/1940
Chief Executive’s Department

8. Customer Insight – Care-link / Telecare uptake
The Project
Step 3
Submit your transactional data through esd-toolkit (Bury data/uploads /bulk update; then – Transaction address profile matching; then - Update)
Follow instructions
You will be notified by when report is completed
Chief Executive’s Department

9. Customer Insight – Care-link / Telecare uptake
The Project
Step 4 – Viewing and analysing your report
Go to the local tree (service list) and select the service number (e.g . 313)
Click on the “profile” tab to view the profile of current users (Households & transaction by group)
Finally download your Mosaic data from the esd-toolkit (Bury data/Bury reports/Customer profiling. (ensure the “include profile type attribute box” is ticked) ,
Compare your mosaic profiling data against your local data to identify house hold within the post code and identify potential customers
Chief Executive’s Department

10. Customer Insight – Care-link / Telecare uptake
Customer Analysis
Chief Executive’s Department

11. Customer Insight – Care-link / Telecare uptake
Customer Analysis
Profile group
Household % help This shows the percentage of households of each type in your Local Authority
Service % help This shows the percentage of transactions of each type for this service
Index help This shows the propensity for usage of this service for each type
Household %
Service %
Index
A: Rural solitude
0.10%
157.7
B: Small town diversity
6.50%
7.50%
115.8
C: Alpha territory
1.60%
0.90%
55.9
D: Professional rewards
7.80%
3.60%
45.9
E: Suburban mindsets
18.90%
8.30%
44.1
F: Careers & kids
6.60%
1.30%
20.1
G: Liberal opinions
0.40%
39.6
H: New homemakers
1.10%
17.3
I: Terraced melting pot
14.10%
5.60%
39.5
J: Industrial heritage
11.90% 8%
67.4
K: Ex-council community
6.80%
7.10%
104.1
L: Active retirement
189.5
M: Elderly needs
40.40%
725.7
N: Upper floor living
2.70%
40.5
O: Claimant cultures
6.40%
7.70%
120.8
Chief Executive’s Department

12. Customer Insight – Care-link / Telecare uptake
Postcode
Profile group code
Short profile group name
Average house hold income band
HES - Emergency
Receiving information
Accessing the service
On benefits
Use public transport
Smoking
Internet
Tele-phone
SMS text
Interactive TV
Branch / Face to face
N.Newspapers
Local papers
Magazines (General)
Mobile phone
Post
Branch / face-to-face
Phone
M25 9XE A
Rural solitude
High
Average
Low
Below average
Above average
M45 7QJ
M25 9PX L
Active retirement
M25 9PD
M25 1JL M
Elderly needs
M45 8RY O
Claimant cultures
M45 8RJ
Chief Executive’s Department

13. Customer Insight – Care-link / Telecare uptake
Summary
The following groups are more likely to use the service
M – Elderly needs
O – Claimant culture
L - Active retirement
A – Rural solitude
B – Small town diversity
Afford to pay for service
A, B and L groups have high – below average income levels; and below average on receiving benefits
M and O groups are low on income levels and high on receiving benefits
Chief Executive’s Department

14. Customer Insight – Care-link / Telecare uptake
Summary
Best methods to inform potential clients of the service
Group “A” are best contacted through General Magazines and prefer face to face to receive the service
The best method for groups “M” and “O” are local papers and face to face; and prefer face to face to receive the service
Group “L” prefers face to face to receive information and post, face to face to access the services
Chief Executive’s Department

15. Customer Insight – Care-link / Telecare uptake
ESD-TOOLKIT
DEMO
Chief Executive’s Department

16. Chief Executive’s Department
Any questions?
Chief Executive’s Department