Customer insight event councillor peter goldsworthy

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Customers at the Heart of Total Place

Cllr Peter Goldsworthy, Chorley BC presentation

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Customer insight event councillor peter goldsworthy

  1. 1. The Real Benefits of Customer Insight Chorley Case Study Presentation by Cllr Peter Goldsworthy Leader
  2. 2. Overview of Presentation: <ul><li>Where we were </li></ul><ul><li>Where we are now </li></ul><ul><li>What we did that worked </li></ul><ul><li>Any questions? </li></ul>
  3. 3. Where we were 3 years ago: <ul><li>“ fair” </li></ul><ul><li>No focus or priorities </li></ul><ul><li>Silo services not built around customer need </li></ul><ul><li>LSP partners all doing their own thing </li></ul>
  4. 4. Where We Are Now <ul><li>4 on use of resources </li></ul><ul><li>4 on managing the organisation </li></ul><ul><li>Top 2 districts nationally </li></ul><ul><li>Clear priorities </li></ul><ul><li>14% increase in customer satisfaction </li></ul><ul><li>Beacon for transforming services </li></ul>
  5. 5. Things We Did That Worked <ul><li>Clear political leadership for customer-focus </li></ul><ul><li>Took hard decisions an restructuring </li></ul><ul><li>Took staff with us </li></ul><ul><li>A customer-focussed LSP </li></ul><ul><li>Chorley Smile brand – a partnership </li></ul><ul><li>Strategies simple and on one page </li></ul><ul><li>Intelligent use of customer insight to improve services AND to save time and money </li></ul><ul><li>Social media to communicate </li></ul>
  6. 6. Civic pride campaign
  7. 7. The Benefits of Customer Insight <ul><li>Improve services – eg Clayton Brook electoral registration </li></ul><ul><li>Save money by making changes that work </li></ul><ul><li>Happier customers </li></ul><ul><li>Reduction in avoidable contact </li></ul><ul><li>Great inspection scores </li></ul><ul><li>WE get re-elected! </li></ul>
  8. 8. Use of Social Media You Tube, Twitter, Facebook
  9. 9. New Chorley Smile Magazine Includes events and information about the Council and its services for local people in an upbeat and positive way…
  10. 10. Weeks Of Action high profile multi-agency engagement in local communities. Areas picked on the basis of household data from MOSAIC customer profiling
  11. 11. Area Profiling: Groups breakdown to SOA level <ul><li>We’ve undertaken a customer profiling project to address major issues in our most deprived neighbourhoods. </li></ul><ul><li>Produced detailed area profiles of our 8 most deprived SOAs, identifying key issues which will be used to work in with our partners to develop targets and action plans to improve life chances for our customers. </li></ul><ul><li>Developed customer insight down to a very granular level </li></ul>
  12. 12. Chorley Circle of Need ® Concept – A practical example <ul><li>Needs Identified: </li></ul><ul><li>Hostels </li></ul><ul><li>Hotel </li></ul><ul><li>Car Hire </li></ul><ul><li>Travel Insurance </li></ul><ul><li>Cheaper Energy </li></ul><ul><li>Luton Express </li></ul><ul><li>Travel Guides </li></ul><ul><li>Gift Vouchers </li></ul><ul><li>Ryanair Money </li></ul><ul><li>Airport Parking </li></ul><ul><li>Concerts & Sports </li></ul><ul><li>Airport Coach </li></ul><ul><li>Bed and Breakfast </li></ul><ul><li>Foreign Currency </li></ul><ul><li>Gambling </li></ul>
  13. 13. Examples of Circles of Need – Assisted Collection
  14. 14. Want to find out more? Final Report User Guide Glossary Guide Powerpoint version of Circles of Need Model
  15. 15. Thank you. Any questions or comments?

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