Supporting people to live at home

Supporting people to live at home Carelink in North Somerset Dave Ostry, Customer Insight team, North Somerset Council

What is Carelink?
Support for vulnerable people to help them to live independently in their home.
Easy-to-use, monitored, alarm.
Pushing the alarm connects the customer to the council’s monitoring centre via a telephone line.
Speak to a ‘real person’ with specialist training and qualifications, able to call up the support services the customer needs.

What is Carelink?

The challenge
Demographic situation (especially in North Somerset)
Retirement area, with wide catchment
Decrease in self-funded retirement
1996: 10% of spend on adult care. Now closer to 20%.

The challenge
Service was ticking over
Needed some rigour, focus and funding

The solution
Small research and marketing investment
Pre-existing resources = 2 researchers and Mosaic. 4 main steps

The solution
Introduce some rigour into customer record-keeping
Profile customers
Based on profile, choose 4 ‘most likely’ target groups
Quantify and characterise those target groups
Design the marketing material, channels and approach around the four groups: lifestyle, hobbies, demographics, location

The solution

The solution
As well as profiling, survey of residents, which said:
Untapped mass market
Massive appreciation of the concept but lack of information
Cost (and/or lack of info about cost)
Rather than niche marketing, task was which mass market to focus on

Impact
Large number of new customers
Insight into what marketing works
Customer satisfaction survey 95%+ satisfied, despite increase in customer base

The impact - money
LGCIF grant = £80k (of which 9% spent on research)
Residential care costs council £15k p.a pp
Carelink costs council £2k p.a. pp
Making some big assumptions…
… each Carelink customer ‘saves’ £13k p.a.
323 X £13k =£4.2m p.a.
Assumptions cut both ways but even discounting savings by say 50%. £80k investment saves £2.1m p.a .

The other type of impact
Giving people what they want
Strengthened and modelled relationships with all sorts of interest groups and partners
Modelled a CI project for other council services
For Carelink:
Sky high satisfaction with the service
Legacy of CI and marketing knowledge for the future
Instilled more of a focus on
Efficiency
Customer needs
… and how information can help support these

Supporting people to live at home

by localinsight on Mar 11, 2011

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Supporting people to live at home — Presentation Transcript