1. esd-toolkit and customer profiling
Outputs of Phase II reports & Summary of findings
Jacqui McNish

2. What we set out to achieve
Provide a common infrastructure for profiling in Local Government
To provide LA reports focused on local priorities
To gain an understanding of the make-up of local communities and how this impacts on service take-up
To inform the business case for channel shift, contact centre locations and influencing change

3. Background to the project – LB Lambeth
Number Of
Transactions
The project was informed by work carried out in the London Borough of Lambeth
Profile Group

4. The Customer Profiling Project
Service
Transaction
Cost
Local
Data
Post Coded
Service
Information
Costs
Model
Customer
Profile
Data
Standards
LGSL
LGIL
LGChl
LGDL
Community of support
Bench Marking
Best Practice
Costs
Costs
Profiles
Evidence
Evidence
Standards
Local Data
Core Data
ESD Toolkit
Local Benefits
Targeted
Marketing &
Resourcing
Support for
Delivering
National
Indicators
Business case
For
Transformation
Customer
Satisfaction
Equalities
Impact
Assessments
Support for
Local &
Multiple
Area
Agreements
Cost to
Serve
Customer
Journey
Mapping
Community
Development
Place-Shaping
Channel Optimisation

5. CPP Participants Profiles

6. Channel Cost Formula

7. Channel Costs £2.80 £3.39 £6.63 0.08p 0.03p £10.56 £6.49 0.02p Channel
Telephone
e-form
Web
Face-to- Face
Direct Debit
Source
Chorley
Lambeth/ Enfield
Lambeth
Tameside
Enfield
Lambeth/Enfield
Call Centre
Call centre
Integrated
Cost per transaction
£2.80
£3.39
£6.63
0.08p
0.03p
£10.56
£6.49
0.02p

8. Business for Channel Shift
Profile group ID
Profile type
No of Transactions
% of Transactions
Cost to transact £10.56/ transaction
Propensity to channel shift A1
Global connections
139 0%
£1,467.84
High A2
Cultural leadership
440 1%
£4,646.40 A5
Provincial privilege
190
£2,006.40
Above Average A7
Semi-rural seclusion 1
£10.56 A
Symbols of Success
770
£8,131.20
D21
Respectable rows
2,845 3%
£30,043.20
D27
Settled minorities
23,692
27%
£250,187.52 D
Ties of Community
26,537
30%
£280,230.72
G41
Families on benefits
146
£1,541.76
Low
G42
Low horizons 50
£528.00
G43
Ex-industrial legacy
221
£2,333.76 G
Municipal Dependency
417
£4,403.52

9. Nuneaton & Bedworth
Report Objective To find out the profile types that predominantly access services via face to face channels, to remove or confirm the myth that customers will only make payments in council offices (not post offices) and to inform channel shift and channel shift limitations

10. Channel Volumes

11. Revenue Collection Services

12. Channel Shift ROI

13. Propensity to use alternative ‘cash’ payment channels (Paypal)

14. Marketing to local communities
Newspapers
Posters
Telemarketing

15. Wear Valley
Report Objective To identify baskets of services that should be targeted at particular groups (as typified by individuals such as ‘Gladys’), and to encourage service take-up. The main services to be analysed are
Housing Benefits
Council Tax - encouraging take up of Direct Debit
Recycling
Environmental Services

16. Group G Service Baskets

17. The Surviving & Aspiring profile family (Y)
Jason & Chloe Gary & Sue Arthur & Mary
28.27% % %

18. Transaction Volumes for Family ‘Y’

19. Estimated Annual Transaction Costs
Profile Family Key
X = Striving
Y = Surviving & Aspiring
Z = Thriving

20. Dudley MBC
Report Objective: To inform the business case for contact centre location options.

21. Where should contact centre no. 2 be located?

22. The make-up of a community within 1Mile of potential access points

23. Contact centre recommendation

24. Summary Report
Summary report findings

25. Which profile types make the most service contacts?

26. Service transaction volumes across all LA’s

27. Channel transaction volumes across all LA’s (all services)

28. Service Transactions for profile types
Type G41 – families in benefits

29. Transaction volumes for library services
Look up usage in mobile libraries

30. The make-up of group D communities
Jason & Chloe
Nuneaton & Bedworth (30.34%)
Employment
Finances
Attitudes
Family composition
Group
Social Care & Education
Leisure
Finances
Environment
Housing Tenure
D – Ties of Community
Adult’s Services
Children’s Services
Library Services
Leisure Services
Benefits
Direct Debit
Recycling
Parking Permits
Social Housing
Owner Occupation
Private Renting
Average
Below Average
Above Average

31. Access Channel Take-up

32. The services used by group D
Do a comparison here and (channels they use for each service) mention bundling of services and link to national indicators & cost savings. Link to NI 179 VFM and NI14.

33. Services used by groups F & G.

34. Use of standards LGSL - services LGIL – interaction types
LGChL – channel types

35. Further information
Web:
Forum:
CPP Phase III:
Reports and data analysis:

36. Thank you for listening!
Jacqui McNish
Aston Campbell Associates