1. Is there a Business Case for Customer Insight?
Versus
Process/Service Insight

2. What is Customer Insight? The Customer experience
Summary
What is Customer Insight?
The Customer experience
Be corporate / get strategic support
Use what you have got
What are you trying to achieve?
Business case is about outcomes
The customer experience
This will demonstrate how disjointed and where redesign work is required

3. What do we mean by “Customer Insight”?
A customer/consumer truth that inspires action
Customer insight(s)
“A deep ‘truth’ about the customer that is relevant to the task or issue and ‘rings bells’ with target people.”
Customer insight (the discipline)
“Having a deep, embedded knowledge of the customers and the market around us that helps structure thinking and sound decision making.”
Comes from a combination of multiple pieces of data, built into a joined-up “big picture” through strategic, business and political analysis.
GOOD START. TO SUM UP
Part of the problem is that there is no common language around “customer insight”. It’s not the same as social research or database analytics, although it can be derived from both of these.
In our work, we’ve found it quite useful to distinguish between an insight, which we describe as …..and customer insight (the discipline or capability) …..
The important thing is that customer insight must be rooted in clear business objectives which stakeholders have bought into and agreed. For much too long, research and / or insight teams have been working away in departments producing work – often of high quality – which is not well communicated, shared or actioned. That’s why it’s so important when we say that it must be relevant to the task or issue; and why it must help us to structure thinking and sound decision making.
Source: (1) Government Communications Network: Engage Programme
(2) Will, S. “The management and communication of customer insight”, Interactive Marketing,

4. What is Customer Insight
Understanding needs and aspirations
Citizen voice / empowerment in redesigning services
Preferences / behaviours in how they consume goods and services
Where they live and where they consume
Customer satisfaction
Health and need forecasts
Service demand

5. The customer’s view / voice

6. Michael’s Journey ?
What do we want to change

7. What does the world look like from the customer’s perspective.
In Take Up Campaign, we were keen to ask people about their view of Bulky Collection
Everyone reacts to everything in terms of what does it mean to me?
Why on earth are you running radio campaigns and putting up posters about bulky collection
I still don’t understand what a bulky collection is and how does that help me with getting back to work?
ROI – no. The project was about whether we can change behaviour and whether people will transact on-line and in that respect it was very successful

8. Successful
Was there a business case – not convinced. Project was about the learning

9. Why focus on the whole customer?
Service plays such a small role in achieving outcomes and objectives
50% of services offer the same “value” to the citizen
These just maintain the status quo
Repetitious collecting of the same insight
No business case for investment in CI to improve individual services?
Volumes are too low, hence savings are slight
AGMA - £1.38 saving per channel shift
Investment is too costly
Cleaner, greener, safer and narrowing the gap
Relate this to customers
That is what we care about and that is what they care about
We shouldn’t duplicate the effort in understanding the customer
Our objectives relate to their outcomes
PHIL and Joanne from Bolton

10. Customers messages translate across all services
What citizens want:
Government delivers:
want a one-stop shop
for transactions
84%
33% 6%
50%
want to use automated telephony to transact with the public sector
25% 7%
would like to transact on-line...
Only 1/3 plan to increase cooperation across agencies
BUT this only happens in 7% of cases
50% of organisations are investing in these services
Their messages relate to the broadest change programmes – not to individual service improvement plans
All of the messages we are getting from speaking to individual customers in Notts and SLDC relate to the broadest message around being joined up
Here are some examples of where we are not listening, but again message is clear
Source:

11. Capture and allocate post-code information to service delivery volumes
Use what you have got
Capture and allocate post-code information to service delivery volumes
Surveys, compliments, complaints,
citizen panels, staff views, members surgeries, area forums, focus groups, place survey
Health, police, fire, DWP further duplicate this
AGMA had to buy less good data from Experian and CACI about where people recycle because they didn’t capture enough information themselves.

12. If you had all the Insight in the world
What else would you need to have in place to be able to deliver change?
Database to allow the insight to be looked at
Customer insight function?
Culture to use insight to make changes
LSP that supports wider change?

13. What problems are we trying to solve?
Are we doing the right things?
Are we being productive?
Is the quality level right?
Are we doing it the right way?
Efficiencies
Outcomes

14. So What? Be clear on what you are trying to achieve
Be clear that you can make the changes happen
Demonstrate the strategic case
Do it corporately and focus on customers needs

15. Summary