Rethinking Services


Published on

Presentation at ruralnet|2004:
- To present a framework for planning the future delivery of rural services
- To put ICT in its place

This presentation is backed by a DRAFT paper which is available from ruralnet|uk website 'Resources'

Published in: Technology, Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • This short paper builds on the booklet prepared by ruralnet|uk in October 1998 at the request of the Labour Group of Rural MPs called 'A vision for the future of rural services' (NREC 1999)*. That document was distributed widely and was also used as the basis for a workshop hosted by Peter Bradley MP in Telford which led to the establishment of a steering group which went on to support the implementation of the Waters Upton national co-location demonstration project (see Appendix 1). The objective of the present paper is to provide a framework for policy makers and service deliverers who need to review service delivery on an ongoing basis with the overall aim of achieving the more efficient and effective delivery of rural services better suited to the needs of rural people. This paper is not prescriptive but seeks to stimulate new thinking in the area of rural service delivery and helps to put ICT in its place in terms of its actual and potential role. It updates the 1998 vision and the most significant change since that time has been the increased pervasiveness of the internet and a better understanding of the impact it will have on service delivery. * This is now out of print but a PDF version is available on request
  • Rethinking Services

    1. 1. Rethinking rural services Simon Berry ruralnet|uk [email_address]
    2. 2. Objectives <ul><li>To present a framework for planning the future delivery of rural services </li></ul><ul><ul><li>To put ICT in its place </li></ul></ul><ul><li>This presentation is backed by a DRAFT paper which is in your delegate pack </li></ul>
    3. 3. Rural services the status quo won't do <ul><li>Access to rural services continues to decline </li></ul><ul><ul><li>High cost of delivery </li></ul></ul><ul><ul><li>Falling demand as mobility increases </li></ul></ul><ul><li>Access to services is crucial in tackling deprivation and social exclusion </li></ul><ul><li>If we are serious about reducing deprivation and increasing social inclusion we need to think differently </li></ul>
    4. 4. But we have been thinking differently . . . <ul><li>Joint provision of services from a single location was suggested as long ago as 1981 - 23 years ago </li></ul><ul><li>The Rural Development Commission's report on the joint provision of services in 1998 </li></ul><ul><li>ruralnet|uk vision also published in 1998 </li></ul><ul><li>'Make the pub the hub' in 2001 </li></ul><ul><li>Defra's policy work on Multi-Service Outlets (MSOs) </li></ul><ul><li>But has it made a difference? </li></ul>
    5. 5. Supply or demand?
    6. 6. Joint provision - two powerful forces <ul><li>The joint provision of services also makes sense from the consumer's point of view </li></ul><ul><li>The joint provision of services saves money for those delivering the services (the usual focus) </li></ul>
    7. 7. Joint provision - the point of no return <ul><li>A departmental approach </li></ul><ul><li>+ focus on cost cutting </li></ul><ul><li>= the closure of single-service outlets 1 by 1 </li></ul><ul><li>Loss of 'last outlet' </li></ul><ul><li>= no community space </li></ul><ul><li>= the point of no return </li></ul><ul><li>> interest in MSOs </li></ul>
    8. 8. So what is an MSO? Post Office ICT Access Centre Meeting Room Community Office ICT Training Adult Education Police Services Citizens' Advice Bureau Library Legal Advice Surgery Prescription Collection & Delivery Hairdressing Credit Union Homework Club MP's Surgery Junior Internet Club Rural Stress Help Desk Chiropodist Tax & Benefits Information Parish Council Office Cash Point Shop
    9. 9. Is the focus on location helpful? Do we need locations at all? <ul><li>A focus on location is problematic </li></ul><ul><ul><li>a single location will not suit everyone </li></ul></ul><ul><ul><li>setting up a 'super' MSO may contribute to the closure of other venues </li></ul></ul><ul><ul><li>restricts our thinking </li></ul></ul><ul><li>Do we need locations at all? </li></ul><ul><ul><li>Yes, but not for all elements of all services </li></ul></ul>
    10. 10. Location independent service delivery - NHS Direct <ul><li>Launched in March 1998 </li></ul><ul><li>By December 2003 </li></ul><ul><ul><li>Handling 500,000 call per month </li></ul></ul><ul><ul><li>500,000 online transactions per month </li></ul></ul><ul><li>What did we do before? </li></ul><ul><li>Why wasn't it invented before? </li></ul><ul><ul><li>Technology? - No </li></ul></ul><ul><ul><li>Lack of imagination? </li></ul></ul><ul><ul><li>Cultural antagonism? </li></ul></ul><ul><ul><li>Professional turf protection? </li></ul></ul>
    11. 11. NHS Direct - consumer focus <ul><li>Consumer focus . . . </li></ul>&quot;It is likely that NHS Direct would have been set up a lot sooner if our primary focus had been on the effective delivery of the services that people need rather than other factors.&quot;   
    12. 12. Suggested analysis framework <ul><li>Break services down into the following functions: </li></ul><ul><ul><li>information function </li></ul></ul><ul><ul><li>expert function </li></ul></ul><ul><ul><li>social function </li></ul></ul><ul><ul><li>physical function </li></ul></ul>
    13. 13. Service components - a library service Books shelves Cash payments (fines) 'Spin-off' social interaction Librarian Catalogue Physical Social Expert Information
    14. 14. Service components - a medical service Examination Treatment Placebo effect 'Spin-off' social interaction Paramedic Nurse Doctor Information on health and well-being Physical Social Expert Information
    15. 15. Service components - a job seekers' service Potential for networking with other job-seekers/ employers Advice, guidance and mentoring Jobs available Training available Locations of jobs and training Physical Social Expert Information
    16. 16. Service components - a pensioners' lunch club Lunch Leaflets Cash payment mechanisms Peer support Visiting experts Rights, benefits, health, leisure opportunities etc Physical Social Expert Information
    17. 17. Service components - a retail service (hard goods) Distribution warehouse and network. No local physical space required Cash payment mechanisms None Product compari-sons Consumer feedback Catalogue of goods Non-cash payment mechanisms Physical Social Expert Information
    18. 18. Service components - a retail service (soft goods) Viewing, touching, feeling and trying on the goods Immediate purchase Cash payment mechanisms Incidental. Shopping as a leisure activity None? Availability, price and commodity range Non-cash payment mechanisms Physical Social Expert Information
    19. 19. What's the point of all this? Virtual reality? Peer to peer online forums Online dating Online expert systems Experts Online Website Email Ezines Community spaces Retail spaces Service spaces Clubs Workshops Courses Face to face meetings Editorial Adverts Leaflets Newsletters Physical Social Expert Information
    20. 20. Analysis before integration - why? <ul><li>Analysis of services before integration shows the elements of a service which: </li></ul><ul><ul><li>need local, physical space </li></ul></ul><ul><ul><ul><li>Note: this is a permanent not passing requirement </li></ul></ul></ul><ul><ul><li>do not require a local, physical space </li></ul></ul><ul><ul><ul><li>the telephone and ICT can be used used to deliver the non-physical elements </li></ul></ul></ul><ul><li>So we know as a result of this analysis: </li></ul><ul><ul><li>what needs to be co-located in an MSO </li></ul></ul><ul><ul><li>what can be delivered using ICT </li></ul></ul>
    21. 21. NHS Direct - delivering expertise - the technology + Expert Systems   
    22. 22. NHS Direct
    23. 23. ICT and the social function - The Guardian Soulmates service
    24. 24. Oh no! - venues, vans and VDUs
    25. 25. New thinking - new outcomes Information Library catalogue on the web Expertise Librarians on the phone Physical/social Books in the MSO
    26. 27. 24/7 librarians announced! 5. 'Can We Help You?' - 24/7 Librarians The next phase of the hugely popular People's Network project is a suite of online services providing a national web presence for England's public libraries. The first of these, the People's Network Online Enquiry Service, will be launched to the public in 2005. Using chat and email technology it will deliver a real-time information service by providing 'live' access to library and information professionals across the internet. Country/Regional Focus: England Themes: libraries, culture, ICT Web: 04 October 2004 © Museums, Libraries and Archives Council Item 5, xPRESS Digest, Tuesday 05/10/04
    27. 28. Oh no! - NHS Direct kiosks . . . what's missing is integration . . . remember that single mother?
    28. 29. So, locations are needed . . . - approaches to co-location Serial co-location (eg traditional village hall) Parallel co-location Service integration time ->
    29. 30. Integration at work - the Bromley By Bow Centre GPs employed by the community Community-run MSO GPs recommend art classes Single reception 2,000 users, 125 activities a week
    30. 31. Integrated Service Provision - the forces for and against against for Fits user needs Saves money Rewards & motivations Protection of status Project champion M&E methods Technology Government policies Support systems Departmental financing Legal issues VCS
    31. 32. So what does 2020 look like? <ul><li>If we continue as we are . . </li></ul><ul><ul><li>continuing decline </li></ul></ul><ul><li>Creative use of ICT will continue </li></ul><ul><li>Integration is the key challenge </li></ul><ul><ul><li>reward those in charge of service delivery for thinking and working outside their silo </li></ul></ul><ul><ul><li>remove barriers to this happening </li></ul></ul><ul><ul><li>support the 'integrators' (VCS) </li></ul></ul><ul><li>Commit to maintaining community space </li></ul><ul><ul><li>MSOs will always be required </li></ul></ul>
    32. 33. M ulti- S ervice O utlet I ntegrated S ervice P rovision Focus on user need Appropriate use of ICT Integration at all levels MSOs ICT Systems :-)
    33. 34. Focus on meeting the integrated needs of service users
    34. 35. True service integration vs co-location <ul><li>Starts from the integrated needs of users </li></ul><ul><li>Doesn't focus on location and just co-locate </li></ul><ul><li>Analyses component services first </li></ul><ul><li>Re-engineers component services before integrating them </li></ul>