The Havering over 65s consultation project

Claire Thompson Corporate Policy & Community Manager 10 March 2011 The Havering Over 65s Consultation Project

Havering’s Customer Segmentation Tool
Mosaic – 2006 – generic customer profile tool based on “general” characteristics
A tale of two cities!
In 2009, a bespoke segmentation tool
10 segments, specific to our population

Havering’s Customer Segments Havering Segment Count of Households Percentage of Households Group A 6,872 7.36% Group B 16,445 17.61% Group C 10,724 11.48% Group D 7,946 8.51% Group E 7,075 7.58% Group F 5,692 6.10% Group G 15,962 17.09% Group H 1,744 1.87% Group I 14,686 15.73% Group J 6,240 6.68%

Havering Group I 15.73% of Households Ward Rankings Gooshays 23.31% Upminster 0.22%
Who are they?
Middle Aged Couples and Low Income Pensioners
Reliance on State Pension
Manual employment
Semi-Detached and Terraced Homes
Low-rise, purpose built flats
Low Car Ownership
Rented Homes
Low Household Incomes (<£13,499)
Low Savings

Aims of the Project
Evolved as the project progressed!
Part of wider programme of activity to engage with residents more effectively on a face-to-face basis
Consult with vulnerable older people on council services, to encourage take-up and take feedback on services, specifically:
Older residents that are most in need of support or direct services, and
Older residents who may be unaware of the full range of services they are eligible to use.
Using Customer Insight, target consultation more effectively
Increase customer satisfaction with Council

Project Deliverables
Original Targets:
500 older people contacted or visited
150 referred to Council and Partner services
Increased satisfaction of older people with council services since last year
Reduced avoidable contact by older people contacting the council
Actual Performance to date:
1235 residents contacted and 564 visited in their own homes
2824 requests for services or more information

What the project involved
Recruiting the volunteer researchers
Training the volunteers & producing information packs
Identifying the target households on a map
Household visits with older people
Questionnaires compiled
Basic needs assessments carried out
Referrals made
Follow-ups with the older people visited
Evaluation

Who was involved?
Cheryl Coppell, Chief Executive (Project Sponsor)
Community Engagement, Communications and Policy teams
Other council services (eg. Adult Social Care, Community Safety)
Partner organisations: HAVCO, CAB, Police, Age Concern, Fire Service and others
Volunteers!

How We Used Customer Insight
Identified 5000 Category I residents over 65
Identified a sample of their addresses
Plotted them on a map
Contacted residents to arrange household visits
This meant we were only targeting specific households

Outcomes
Early Intervention Successes:
CAB advised a resident living in hardship who is now £120pw better off
Referrals to NHS Community services for dental implants
A number of older people were assessed for social care support through Havering Direct
Huge increase in aids and adaptations take-up
Garden clean-ups
Housing improvements identified

£64,806 in unclaimed benefits identified
Increased skills of the volunteers
Face to face service highly effective and well received by customers - 98% satisfaction
Cost savings of using volunteers (1152 hours = £14,400
Key issues: social isolation, lack of awareness of support

Lessons learned
Style of questionnaire – to be refined to capture more detailed feedback
Referral process improvement from phase 1 to phase 2
Using volunteers can be a double edged sword!
Customer insight extremely effective in targeting services to those most in need

What next?
Telecare take up
Council Tax DD take up
Parking Permits/Fines
Green Waste
Benefit Take up

The Havering over 65s consultation project

by localinsight on Mar 10, 2011

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The Havering over 65s consultation project — Presentation Transcript