1. Presented by Carol Homden & Joanne Gray 10th December 2015
CVAA SCB
Customer Theme
Presented by Carol Homden & Joanne Gray
10th December 2015

2. Remembering the Customer

3. Customers are demanding
Future Foundation
Customers are demanding
Adopters
Digital first and personalised to my needs/risks
Ageless society and delayed life stages
Concierge living and tailored quality
Nostalgic consumer

4. Customer service capacity
Customer service is a point of differentiation
Mystery shopper reports and dedicated bespoke peer action planning for all VAAs
72% take up of the training by First4Adoption
88% approval rating
Ideas include investment in sector social media, production of a new website module

5. Customers are demanding
Future Foundation
Customers are demanding
Local authority purchasers
Tailored to my needs/risks (not yours)
And not to adopter customer service
Improvement for OFSTED
But only where we cannot do it ourselves
Flexible not structural
Reducing cost and off-shoring risk

6. The positioning job
Awareness - adopters are often unaware of the VAAs or of the ability to choose an agency
Clarity - clear & concise way of conveying role and benefits to customer’s needs
Distinctive – demonstrating our points of difference
Unity – one consistent proposition, delivered together
Aligned - to LA customer expectations

7. And how we are different?
Confident of agency quality (OFSTED) as experienced directly as well as outcomes
Immediate quality from the front door (even if it’s as good as the moment)
Deepening because of relationship continuity
Friendly & non-judgemental, non-bureaucratic
Engaged with adopters for the whole journey
Reliable and consistent access to support
Pro-active guide and problem-solving to address risks and being child-friendly and preventive
High conviction & independent of authorities
Reassuring and trustworthy, seen it before

8. # WE’RE THERE FOR YOU
People spend more time researching their mobile phone provider than their adoption provider.
They know they’ve decided to do something amazing - become a parent – but they don’t believe they have any choice on who can take them through the process.
They’ve heard it will be difficult and lonely. They question whether they can even go through with it after all
It doesn’t have to be that way. We're adoption experts and we're friendly, responsive and professional. We’re there for you throughout the whole journey
We've done it for thousands of families. You can be the next. When you're ready, we'll be there for you.

9. What’s happened since we last met….?

10. A lot has happened since July…
We’ve completed the Discover & Define stages.
The positioning work developed at the last conference has & continues to be tested with prospective adopters & the national recruitment forum.
A marketing hub has been set up to build further our capacity. This has met regularly to refine the positioning work and input into a proposed plan of activity as part of the Develop stage.
We have appointed Joanne Gray as the project manager to execute the Customer Theme plans.
We’re moving into the Deliver phase for January-June 2016.

11. National Adoption Week
National Adoption Week was delivered by First4Adoption
Projections in five cities
Highest ever level of awareness
There are four families under consideration for Grace
Minister attended the Adoption Awards
Strong VAA presence

12. Has the world really changed?
Placement orders remain depressed.
There are 1925 adopters on the National Adoption Register.
26% of these are from voluntary adoption agencies.
There are only some 250 children on the Register.
Adopters are waiting and increasingly dismayed.
ASF has dispersed £6m to 2000 families and it’s future is unclear
Inter-agency fund is 50:50 VAA:LA placements
PM has announced a commitment to early placement and to considering a change in the law.
There are three trailblazers but as yet no regions!

13. Position development
and testing results

14. Adopter and prospective adopter views
Testing through survey work on First4Adoption and on co-production via AUK
Tested the attributes which adopters are looking for (position)
And results in a need for language emphasising responsiveness
Compares to the known preferences and anxieties (Kindred)
And #there for you tests above the other propositions
There is very little disbenefit from organisational attributes in the minds of prospective adopters but these features become more important to adopters as they progress their journey.

15. The most important factors to potential adopters when selecting a VAA is to feel as though they are being listened to, supported and consistently updated on progress or setbacks throughout the journey.
Prospective adopter’s needs statements: % who ranked each statement in their top 3 most important or most important
This brief report reviews prospective adopter feedback on each of these statements. A survey monkey link was embedded in the First4Adoption website on 26th November, receiving a total of 70 responses to date (12 days).
“I need a responsive partner through the whole process, answering any questions and providing consistent support and peace of mind” was the most popular statement appearing in 41% (29) of respondent’s Top 3 statements
Results show a broad range of views, with little consistency in the ranking of statements among prospective adopters.
“I need direction, positive reinforcement and motivation throughout the process” was most frequently selected as the most appealing statement, with 17% of respondents ranking this number 1. However, this response was ranked as their least important statement by 36% of respondents (20).
The least popular responses were “I need a proactive partner who can spot problems and alleviate them” with only 11% of respondents selecting this as the most important statement and 30% ranking this in their top 3 and “I need the process streamlined and simplified, so I can easily navigate every step of the journey” with 30% selecting this response in their top 3, and 11% selecting at their number 1 most important statement.
Responses indicate that the most important factors to potential adopters when selecting a VAA is to feel as though they are being listened to, supported and consistently updated on progress or setbacks throughout the journey. Prospective adopters, based on feedback so far, find the focus on problem solving and navigating the adoption process to be less appealing. One possible explanation for this could be due to the statement’s language of encountering problems or the system being overly complicated when the targeted audience are still at an early stage in the adoption process.
*note – not all respondents ranked 7 responses, but a total of 70 respondents ranked at least two statements. Percentages are based on the total number of respondents who ranked at least two statements.
N = 70

16. VAA Four Most Appealing Statements to Prospective Adopters
The most appealing statements to prospective adopters are those focussed on providing on-going and consistent support all the way through the journey, including post-adoption.
VAA Four Most Appealing Statements to Prospective Adopters
The two most appealing statements for potential adopters were:
“At the VAAs we’re here for you and your family, for as long as you need us. From the first moments to the 21st birthday party and beyond.”, with 86% (51) rating this as ‘very’ or ‘quite’ appealing, and;
“At the VAAs, we work hard to get to know you properly so we can give you flexible and tailored support” with 85% (50) rating this as ‘very’ or ‘quite’ appealing
As with the previous ‘needs’ based statements, the most appealing statements about VAAs are those focussed on providing ongoing and consistent support all the way through the journey, including post-adoption.
N = 57-60, missing = 10-13

17. VAA Three Least Appealing Statements to Prospective Adopters
Adopters are less concerned with the business side of VAAs or language about us as organisations so this is not the sales point but there is very little disbenefit in the mind of prospective adopters and the attributes become more important to adopters.
VAA Three Least Appealing Statements to Prospective Adopters
The least appealing statements for potential adopters were:
“At the VAAs, we’re independent and nimble; we’re standalone charities, not part of the authorities” (57%, 19)
“At the VAAs, we celebrate diversity; working with more families from minority backgrounds than other agencies” (50%, 29)
The least appealing statements are those that focus on the more business side of VAAs, such as their independent position from LAs, in addition to more niche statements relating to working with families from minority backgrounds, which may be a consideration at a later stage for adopters.
N = 57-60, missing = 10-13

18. Findings from Adoption UK
co-production
Adopters Intentions:
Around 70% of adopters would like to be involved/work co-productively in the future, but different levels for different types of work:
80% - 90% happy to provide feedback/survey responses
75% happy to share experiences with other adopters and staff (group and 1:1) and talk to Ofsted
Around 50% happy to do media work, help with bid/tender writing, support staff interviews.
Research carried out with 276 adopters from 16 of the 28 VAAs

19. Findings from Adoption UK
co-production
Order of importance to adopters in deciding whether to work in partnership with VAAs:
Time of the day/day of the week 90%
Commitment of time 75%
Whether contribution makes a difference 60%
Requirement to travel 41%
Venue 26%
Cost 26%

20. Local Authority views The position is true but not sufficient
Too much emphasis on adopter, choice (!) and family forming.
LAs consider they are (also) expert and specialist (even if adopters do not) and they may be so and will resent us if not
LAs want (only) what they consider they cannot do themselves (even if they do not in fact do it)
LAs consider they have not yet decided what they want from VAAs (and do consider it to be their choice)
LAs recognise quality of VAAs but do still seem to regard commissioning and procurement will be the modus operandi
And they fear for the future of jobs and of adoption as a choice.

21. Where do we go from here?
What is the position?

22. The ‘VOLUNTARY’ debate
No positive connotations of voluntary adoption agency
Voluntary => lacking expertise & professionalism.
Agency is undifferentiated and may imply “authorities”
There are a range of alternatives but it must be a universal truth and differentiator that applies to us all & not to LA’s.

23. Our recommendation… Voluntary Adoption Agency (VAA)
Independent Adoption Organisation (IAO)
A language for repositioning for the customer, a platform for the future not a logo

24. LAs cannot say they are independent because they are not
Why independent
Positive rather than defining what we are not (non-governmental)
Unchallengeable truth which is accepted by the local authorities
Equally applicable to charities, Community Interest Companies and others
Implies high conviction and non-bureaucratic
Implies specialist/professional
Accepted as child centred as in Independent Visitor
Recognised in the market as in Independent Fostering Provider
We are not losing anything distinctive from “voluntary”
LAs cannot say they are independent because they are not
Some LAs can say they are EXPERTS so this is NON-EXCLUSIVE
All agencies are specialist by registration so this would be NON-DIFFERENTIATING

25. Why Adoption Organisation?
We are for-adoption
Organisation is broader than agency
It implies organised and professional (as in NGO)
Distinguishes and reinforces independence
It implies or is compatible with not for profit vs provider/IFP
Retains link to voluntary and community sector
More friendly than agency
If we say we are adoption organisations does that imply we are there only for adoption?
We cannot say “permanence” if we are not all fostering providers
Agencies implies we do things to people not with them

26. How an agency definition might look…
Agency Alpha is an independent adoption organisation.
Registered with OFSTED, it is one of a network of professional not for profit specialists who work across local authority boundaries to provide consistent high quality support for adopters and adopted children.
We help to create families fulfilling lives together.
We are there for you.

27. What is proposed? Or would you like to take it further…
A planned programme of work
Across all participating English agencies
Inclusive of Wales, Scotland and NI if they wish it
A complementary capacity through next year
Championing adoption for the benefit of children
Or would you like to
take it further…

28. What should we do? Shall we think of ourselves as an alliance?
Apply Independent Adoption Organisation?
Limit this to a programme of work?
Move forward to develop an Alliance offer?
What could this look like?
Passporting of assessments?
Consistent offer?
Adoption support portfolio?
Shall we think of ourselves as
an alliance?

29. What are your thoughts on this?
Let’s discuss…

30. What else has been happening since July?

33. to be done to build capacity and confidence?
What now needs
to be done to build capacity and confidence?

34. What are we trying to achieve?
To enhance public understanding of the need for decisions which protect children from risk of harm and achieve timely decisions for permanent placement.
To increase public appreciation of the value and place of adoption as one of these options with lifelong benefit for children most at risk.
To increase market confidence of VAAs and our capacity to increase sector share of adopter choice/enquiries for future
To increase placements/LA customer purchases in the context of regional agencies.

35. How shall we do that? Roll out a consistent & differentiated
Brand Positioning
Digital Capacity Building – create a ‘louder adoption voice’
Tackling Public Perception of decrease in adoption & build support to retain adopter interest for future children
Work on our collaboration approach with advanced learning and potential for network service offer

36. Positioning Roll Out In early January, we can provide
A letter for staff
Q&A’s
On-line resources
Positioning written to suit different audiences (LA / Adopters)

37. What else would you need to roll out our new positioning?

38. Proposed strategy Roll out a consistent & differentiated
Brand Positioning
Digital Capacity Building – create a ‘louder adoption voice’
Tackling Public Perception of decrease in adoption & build support to retain adopter interest for future children
Build on our collaboration approach with targeted recruitment and network service offer

39. Create a “louder” & consistent child-centred voice that benefits IAO’s and adoption as an outcome for children
Develop social media content managed centrally as #we are there for you that can be amplified by each agency
To build a network of adoption champions across the network as a long term capacity (to be sustained by First4Adoption)
Train & develop agencies “Adoption Champions” to become our positive voice for adoption

40. Proposed Strategy Roll out a consistent & differentiated
Brand Positioning
Digital Capacity Building – create a ‘louder adoption voice’
Tackling Public Perception of decrease in adoption & build support to retain adopter interest for future children
Build on our collaboration approach with targeted recruitment and network service offer

41. Tackling public perception & seeding more positive adoption news stories & content
Survey the public to ascertain the level of appreciation of the needs of children and value of adoption to create news and advance debate
To create and celebrate a ‘National Day’ to promote adoption proposed for 16th March 2016
To amplify the story of adopted children in partnership with ‘The Adoptables’ and adopted media personalities

42. Keep momentum behind “Adoption” – building on National Adoption Week and IAOs who are There for You
Create a Big Adoption Day – where all agencies open their doors for an Information evening on the same day.

43. Proposed Strategy Roll out a consistent & differentiated
Brand Positioning
Digital Capacity Building – create a ‘louder adoption voice’
Tackling Public Perception of decrease in adoption & build support to retain adopter interest for future children
Build on our collaboration approach with targeted recruitment and network service offer

44. Fast track the learning between the IAOs who are leaders in RAAs
Develop the position and relevance of IAOs as leaders/ partners to LAs/RAAs in improving effectiveness
Targeted recruitment to increase placements by embedded working with National Adoption Register
Develop value for regional agency delivery of concurrent planning via regional hubs
Could we develop a national agency network (Alliance) and consistent unified service offer in England continuing to be active in CVAA?
Fast track the learning between the IAOs who are leaders in RAAs

46. We need your help in shaping these ideas…

47. Breakout Groups
Each table has a chosen subject and has 45 mins to discuss & shape that element of the plan for delivery.
Then each team has 5-10 minutes to present back to the group.
1 Creating social media champions and increasing share of voice
2 Positive adoption news creation and the Opinion Survey
Amplifying stories in partnership with ‘The Adoptables’
National Day promoting adoption work
5 The Big Adoption Day - open for business and national network
6 a) Targeted recruitment programme (NAR and CP)
b) Building regional capacity – advanced learning set and offers

49. What next? Theme Sessions – Finalising the Plans
Tonight CEO’s will meet to discuss change management and strategic options for the future of agencies
Marketing group will mean time bring together the inputs from the breakout groups which will be used to refine the tactical plan and calendar of activity that will be presented back tomorrow at 2.30pm.
Tomorrow morning will be the focus on regionalisation and learning
We finish with the detailed plans for the programme and looking forward to the new year