“You can’t change that! This is a statutory duty!” | Peter Brook | November 2014
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Presentation on statutory issues and user needs. Presented by Peter Brook from Kent County Council. Presented at the Service Design Discovery Day on 20 November 2014 in Warwick.
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“You can’t change that! This is a statutory duty!” | Peter Brook | November 2014
- 1. “You can’t change that! This is a statutory duty!” 20th November 2014 Peter Brook
- 2. Actually, can we change it? Cut or Focus on user needs? Customer Insight?
- 3. Statutory Duty All Local Authorities are required by the Childcare Act 2006 (Section 12) to provide information to the public on childcare and related services, including information on other services and resources that may be of interest to families. KCC have delivered this information via the Kent Children and Families Information Service, alongside making information available to people interested in becoming a childminder (Childcare Act, Section 13(1).
- 4. Service Model Call back 15.5FTE £800K Triage or Answerphone Calls in Diagnostic service Post out information Children Centres Promotions
- 5. Service Promotion Radio Advertising Promotional Materials Children Centres Events
- 6. Looking at the Evidence Number was in top 5 most recognised by the key demographic No evidence that this led to any more calls Promotional Radio advertising was at 7 am & 8 am Tat! Outreach at Children Centres
- 12. Statutory Duty All Local Authorities are required by the Childcare Act 2006 (Section 12) to provide information to the public on childcare and related services, including information on other services and resources that may be of interest to families. KCC have delivered this information via the Kent Children and Families Information Service, alongside making information available to people interested in becoming a childminder (Childcare Act, Section 13(1).
- 13. ? As a thirsty person I want a drink of water To stop me feeling thirsty
- 14. Parent As a parent I want to find out about local childcare providers So I can choose somewhere safe, trustworthy, affordable & convenient to care for my child/children
- 15. A prospective child-minder As a prospective childcare worker I want to find out about relevant legislation, registration & training So I can develop my career & skills and to market my business
- 16. New Service Design Resolved Email customer Pdf docs & Links Calls in Call back Post out information Children Centres Promotions X X Improved web content & Navigation 6 FTE 298k reducing to 2 FTE £60K
- 17. Can we Fix it? Yes we can! “I was asking about becoming a Child Minder for children with special needs and was given tons of information, sent to me by email. Very clear, very friendly, very helpful and will definitely use this service again. Thank you” “The service was very efficient and quick and very helpful and I am pleased with the service that I received from the Kent County Council today. Thank you very much” “I wanted specific information; I got it straight away with no waiting time. That's fantastic thank you.” 92.5% Revenue Saving 49% increase in Good Feedback
Editor's Notes
- Change Mandate 2011 Access & Assessment Review – potential saving £150k Children and Families Information Service offers free, impartial information and advice about childcare, early education, parenting, family life and issues that affect young people up to the age of 20. Service was delivered by a specialist team of staff complimented by a team of Outreach Officers working through Childrens Centres to provide one-to-one advice and support on a range of related issues. In 2011, the total budget was £800K (not counting accommodation costs) and the service was delivered by 15.5 FTE. The service was proud that independent market research showed that radio advertising, voiced by Bob the Builder (Neil Morrisey) showed that the telephone number was in the top five most recognised phone number for the key demographic. It really couldn’t get any better could it. Well actually it couldn’t get much worse the advertising didn’t actually lead to any more calls. When we took away the radio advertising there was no discernable decrease in calls received. Calls that were received often went to answerphone and staff were surprised that it often took 3 or 4 attempts to call the customer back. Following business process re-design, Contact Point initially adopted a Two Tier business model to handle enquiries. Tier One comprised of simple process, short call duration queries handled by multi-skilled Customer Service Advisors with Tier Two being those that require a greater degree of time and / or specialist Advisor intervention. Also, e mail was used as the default for sending information to customers, rather than post and significant reductions were made in the amount of leaflets produced and budget spent on radio advertising. Utilising Contact Point as the initial point of contact delivered significant asset collaboration savings. The budget for 2012 reduced to £300K equating to an annual saving of £500K. During the last year we have worked further on the customer’s ‘Critical To Quality’ needs whilst being mindful of the statutory requirement. This resulted in further in year savings of £77k. We have just looked as the service again and using a digital self-serve approach we are confident we can deliver this service going forward for 60k. A 92.5% revenue saving.
- Children and Families Information Service offers free, impartial information and advice about childcare, early education, parenting, family life and issues that affect young people up to the age of 20. Service was delivered by a specialist team of staff complimented by a team of Outreach Officers working through Childrens Centres to provide one-to-one advice and support on a range of related issues. In 2011, the total budget was £800K (not counting accommodation costs) and the service was delivered by 15.5 FTE.
- The service was proud that independent market research showed that radio advertising, voiced by Bob the Builder (Neil Morrisey) showed that the telephone number was in the top five most recognised phone number for the key demographic. It really couldn’t get any better could it. Well actually it couldn’t get much worse the advertising didn’t actually lead to any more calls. When we took away the radio advertising there was no discernible decrease in calls received. Calls that were received often went to answerphone and staff were surprised that it often took 3 or 4 attempts to call the customer back. Observation Call listening Analysis of service information Analysis of complaints/feedback “coaching” conversations with key stakeholders
- I know you are laughing – but we have all done it We have all printed stuff or generated stuff – “just because it was the right thing to do” – without being clear on the evidence or the impact we were hoping to achieve.
- Let’s look at the statutory duty again
- A simple user story
- A parent user story
- A child minder user story These are both customer examples which help generate “customer critical to quality” features – the things we need to measure to make sure we meet what customers are asking for. Equally we need the DfE user story, the Management Information Manager user story et al to understand the information needs throughout the process
- Following business process re-design, Contact Point initially adopted a Two Tier business model to handle enquiries. Tier One comprised of simple process, short call duration queries handled by multi-skilled Customer Service Advisors with Tier Two being those that require a greater degree of time and / or specialist Advisor intervention. Also, e mail was used as the default for sending information to customers, rather than post and significant reductions were made in the amount of leaflets produced and budget spent on radio advertising. Utilising Contact Point as the initial point of contact delivered significant asset collaboration savings. The budget for 2012 reduced to £300K equating to an annual saving of £500K. During the last year we have worked further on the customer’s ‘Critical To Quality’ needs whilst being mindful of the statutory requirement. This resulted in further in year savings of £77k. We have just looked as the service again and using a digital self-serve approach we are confident we can deliver this service going forward for 60k. A 92.5% revenue saving.
- Very helpful today. I was specifically asking about becoming a Child Minder for children with special needs and was given tons of information, sent to me by email. Very clear, very friendly, very helpful and will definitely use this service again. Thank you The service was very efficient and quick and very helpful and I am pleased with the service that I received from the Kent County Council today. Thank you very much I wanted specific information; I got it straight away with no waiting time. That's fantastic thank you.
- An alternative to the design council double diamond. This is a complimentary model of service design for local government showing how the design process sits between the delivery & policy processes. I find it helpful when explaining the value of service design to senior stakeholders.