OAC in an age of austerity.

OAC in an age of austerity John Fisher, Director the local futures group 6 th September 2010

Content
An age of austerity
Emerging priorities
The potential role that OAC can play
Key success factors

An age of austerity
Budget: Public Sector net borrowing to be reduced from £149bn to £60bn in 2013-14
Health, International Development and Defence ring-fenced
Estimated 610,000 job losses (OBR) by 2016
Details to be announced in Public Spending Review on 20 th October
Councils told to plan for grant cuts of 30-40% (£12bn)
An age of austerity!

Emerging priorities
A ‘new localism’
The ‘Big Society’
Total Place
Place Based Budgeting

Customer Insight in an age of austerity
“ In light of the current financial pressures , we are even more conscious of the need for local authorities and their partners to use customer insight to make informed decisions about what services to deliver… which organisations are best placed to deliver these services, and what channels are most appropriate for different groups of customers.”
Customer Insight: through a Total Place lens Communities and Local Govt, LGDC, I&DeA, June 2010

Customer Insight in an age of austerity “ If we want to deliver joined-up public services that are both efficient and effective, we are going to have to collaborate more widely with our partners. Insight into our shared customers is an important starting point. However, research suggests that insight is still largely used in particular service silos . The challenge will be to develop customer insight as a corporate information tool that will help us make the right decisions both within our authorities and across our local partnerships .” Customer Insight: through a Total Place lens Communities and Local Govt, LGDC, I&DeA, June 2010

Output Area Classification System (OAC)
Geodemographic system
Developed by ONS
Free, open and transparent
Limited support from OAC User Group (affiliated to RSS)

7 Supergroups 21 Groups 52 Sub-groups

Wakefield OAC Groups

1c Older Blue Collar 5b Older Workers Index of Multiple Deprivation

Wakefield Profile

Opportunities
Using OAC to better understand your citizens, customers and communities
Sharing with your partners
Creating local data estimates, based on ONS household surveys and other sources
Creating local data estimates, based on the Place Survey and other customer service data

Gross weekly household income Average household income from all benefits Source: ONS Expenditure and Food Survey

Average weekly spending on tobacco Average weekly spending on fruit and veg Source: ONS Expenditure and Food Survey

Source: British Population Survey data Likelihood of Email Internet use Likelihood of Purchase (not Groceries) Internet Use

Wakefield Overall satisfaction with Council

Wakefield Belonging to the immediate neighbourhood

In summary
Free, open and transparent
Supported by ONS, OAC user Group and a growing community of interest
A resource that can be shared with partner organisations (not constrained by licences)
A common language for understanding citizens, customers and communities
A growing supply of nationally tagged data (both ONS and third parties e.g. BPS)
A potential source of major cost and efficiency savings….in an age of austerity!

Key success factors
Marketing, promotion and awareness raising
Access to OAC
Resources (tools and support)
Training and capacity building
Case studies
Community of Practice
OAC User Group!

Thank you for listening! www.localfutures.com

OAC in an age of austerity.

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