Changing behaviour and empowering residents

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Neil Wholey, Westminster City Council: Changing behaviour and empowering residents

Neil Wholey, Westminster City Council: Changing behaviour and empowering residents

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  • 1. Changing behaviours andempowering residentsWestminster Behaviour Change testMarch 2012
  • 2. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsThe Westminster Approach • Fully evaluated yearly communications plan • Centralised communications team (including research) • Research = market research + media evaluation • The organisation, as well as comms, learns and acts on the basis of our research
  • 3. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsKeep the audience at the heart Requires an audience based/customer segmentation approach
  • 4. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsMy view of customer segmentation models Lots of data sold with the tag-line that it will help you better understand your customers but no guidance on what you do with it (or on how robust it is) Can only work if you are willing to differentiate services – deliver different things to different people and experiment (which local government is reluctant to do) Comes in lots of different flavours: geodemographics, self-defining, back of an envelope
  • 5. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsDo we really need bought in customer insight?• We have: • Public opinion surveys • Website metrics/Google Analytics and other tools • Customer data • 45,000 people on our My Westminster database/mailout • Control over communications • In-house land gazette (in-fact we are responsible for it) • Access to data from public sector partners • Output Area Classifications • LGinsight national polls • SPSS• We can: • Merge, map, and understand data • Seek out information • Challenge the reason why data is being sought
  • 6. Changing behaviours and Twitter:@neilwholey March 2012 empowering residents Westminster segmentation model (map)Primary Council Tax Visitors Organisations Staff payers and their familiesSecondary Social need Workers Business Front line Busy workers Tourists Resident Managerial Affluent Proxy resident Agenda based ProfileContext Location ResponsibilitiesAttitudes &behaviour Reputation and Satisfaction (driven by informed levels) Westminster Standard and Channel Shift (driven by customer contact experience) Access to services (driven by existing service use and need) Common Objective : Maximise customer satisfaction for minimal expense
  • 7. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsAnd designed this test for a project plan Map ideal customer What is actually possible journey (objective) rather than theory What level of detail from Establish potential segmentation is needed customer profile Westminster Is proposed Behaviour No customer journey already Change Test available?Develop technical side of Yes customer journey Are customers No Design behaviour change likely to use strategy / design alternative new journey? customer journey Yes Finalise plans and promote Review behaviour change strategy Monitor outcomes Model adapted from ESD toolkit
  • 8. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsOur objectives for this test To get staff to think about what was possible in their service and what the real objectives were. Not to expect the data to magically give solutions To identify quick easy tweaks to services and not assume all problems need grand redesigns Set out a story for the project which would enable us to identify which aspect of service change led to the behaviour change outcome
  • 9. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsWe then thought about behaviour changetools Type of Example exchangeAsk Passive Ask customer to renew book by self-serviceHope Passive Make customer aware of self-service and hope they use itInfluence Passive Ask community groups to influence and promote services to local communitiesPersuade Positive Persuade customer of benefits of renewing by self-service / onlineIncentives Positive Offer extended loan period for using self- serviceForce Negative Only allow renewal online or by self-service
  • 10. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsWe then thought about behaviour changetools Type of Example exchangeAsk Passive Ask customer to renew book by self-serviceHope Passive Make customer aware of self-service and hope they use it Most Passive Ask community groups to influence andInfluence councils go straight from promote services to local communitiesPersuade to Force – or set of benefits of renewing Ask Positive Persuade customer the wrong by self-service / onlineIncentives Positive objectives period for using self- Offer extended loan serviceForce Negative Only allow renewal online or by self-service
  • 11. Changing behaviours and Twitter:@neilwholey March 2012 empowering residents6th December 2011Haslemere, Surrey• 24 hours after street is Is this acleaned• Street classed by council cleanas needing a clean every 3months street? “Based on his observations our Compliance Officer is “I will ask our satisfied that contractor to put out a bigger sign to it is clean to encourage drivers not sufficient to park.” standard”
  • 12. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsGetting the cars moved Type of Example exchangeAsk Passive Ask drivers to not leave their cars out when a clean happens (through signs)Hope Passive Leave the street dirty and hope people feel bad enough to move their carsInfluence Passive Leave leaflets on cars explaining the situationPersuade Positive Talk to residents/drivers about the benefits of moving cars – find an advocateIncentives Positive Civic pride, rewards for the cleanest street in townForce Negative Put out cones and fine those who park at the time of a clean
  • 13. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsHow do we want to approach it? Behaviour change sounds a really good idea. We want people to behave. They never like change but should do what we tell them to do. We know best Or Let’s talk to people about the issues involved, listen to their concerns, help them and get them on board. There are probably a few things we can change about our service that aren’t too difficult to do if we thought about it
  • 14. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsClosure of three One Stop Shops• So many people use online now OSS were unsustainable• Kiosks and trained staff in libraries and other council offices• Transactions possible through Post Office partnership• Long-term aim is that eventually everyone will go online because theservice is good, but not all customers are ready yet• Influence/persuade stage – we talked to people• Closed first in August – rest in December – helped us understand the lawof unintended consequences and respond
  • 15. 40% 50% 60% 10% 20% 30% 70% 80% 90% 0% 100%01/08/201108/08/201115/08/201122/08/201129/08/201105/09/201112/09/201119/09/201126/09/201103/10/201110/10/201117/10/201124/10/201131/10/201107/11/201114/11/2011 empowering residents21/11/2011 Changing behaviours and28/11/201105/12/201112/12/201119/12/201126/12/2011 8 week rolling average02/01/201209/01/201216/01/201223/01/2012 Permit Payments - New & Renewal30/01/201206/02/2012 Twitter:@neilwholey13/02/201220/02/201227/02/2012 March 2012 OSS Web Post & Post Office
  • 16. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsDigital City of WestminsterResponding to users not best practice/guidelines from other councils (orwhat we think a website should be)
  • 17. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsTechnology use among Westminster residents Wireless/broadband internet at home • 86% of residents, rising to 94% of 16-44 year olds 64% of residents • 45-59 (87%), 60+ (59%) have a Smartphone (56% in March 2011) iPhone (35% of all residents) • 40% of 16-59 year olds, 10% of those 60+ • 42% of those in social grade ABC1, 25% C2DE Blackberry (31% of all residents) • 38% of 16-44, 25% of 45-59, 11% of 60+ • 35% of those ABC1, 24% of those C2DE iPad (19% of all residents) • 24% of 25-44, 27% of parents, 27% of motorists • A (33%) B (27%) C1 (22%) C2 (17%) D (10%) E (8%) Other internet smartphone (18% of residents) • 16-24 (33%), 25-44 (15%), 45-59 (24%), 60+ (4%)Source: c.500 WCC residents 16+ (telephone) November 2011
  • 18. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsWe are convinced that.....• Most channel shift will occur with adapting what we have,rather than redesigning it from scratch• That we should not immediately respond to new technology,but will eventually have to• The best behaviour change ideas will come from ourcustomers either as direct suggestions or as observations ontheir behaviour• Ideally the smallest tweak in service design leading to ahuge return on investment• Behaviour change without a measurable outcome and clearevidence of what drove that change (both natural andinfluenced change) is a wasted opportunity
  • 19. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsOur next steps Working through the model with staff and identifying the end goal and then what behaviours need to change among users (not the other way around) Making sure any change is auditable. Good pre and post analysis of change using all data available rather than finger in the wind guessing of whether something is a good idea or just to follow latest trend Engaging openly with users on how these behaviours could change, why change is important and how the council could support, rather than force, changeReport available at:http://www.westminster.gov.uk/services/councilgovernmentanddemocracy/research-and-customer-insight/ Thank you
  • 20. Changing behaviours and Twitter:@neilwholey March 2012 empowering residentsContactNeil WholeyHead of Research and Customer Insight @ Westminster City CouncilChair of LGinsight020 7641 3317nwholey@westminster.gov.ukTwitter: @neilwholey @LGinsighthttp://www.westminster.gov.uk/services/councilgovernmentanddemocracy/research-and-customer-insight/http://www.lgcomms.org.uk/lginsight