Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010
Background <ul><li>Initial AGMA funded project completed in June 2009 </li></ul><ul><li>Limited funding and timescale – fe...
Objectives <ul><li>‘ Developing customer insight to improve take-up of entitlement to services </li></ul><ul><li>and benef...
Cross-cutting <ul><li>Potential partners;  </li></ul><ul><ul><li>DWP </li></ul></ul><ul><ul><li>Total Place Project Team <...
Strong Links to Total Place
Promoting Efficiency <ul><li>Customer profiling and insight will; </li></ul><ul><ul><li>Identify target groups  </li></ul>...
Empowering Citizens <ul><li>Involve young families in the circles of need / journey mapping work  </li></ul><ul><li>Increa...
Neil Mackin,  CACI Ian Singleton & Olly Baker,  Aperia AGMA Low Income Families Workshop Feb 25 th
Project Scope
Family Segmentation
Greater Manchester Distribution
Deprived Families with Early Years Children
Deprived Families with Early Years Children
Ocean Profiles <ul><li>Deprived Families with Children in Early Years </li></ul><ul><li>Challenged Families with Children ...
Rochdale Data <ul><li>Adult Social Care </li></ul><ul><li>Social Housing  </li></ul><ul><ul><li>Tenants </li></ul></ul><ul...
Take-up of Social Housing Pattern of social housing mirrors affluence which gives confidence in the accuracy of the segmen...
Non-Decent Social Housing Although small numbers, the highest proportions in Non-Decent Housing are to be found in the mos...
Take-up of Children Centre Services Health skew towards the very young and the poor.  Less well skewed by affluence – argu...
Library Take-up Very even spread across families
Take-up of HB and CTB Skew towards the less affluent Notable that 5% of Affluent Families with Early Years Children are in...
Take-up of Council Tax Benefit
Take-up Housing Benefit
Large numbers on financial assistance services  only –  can we move them to services that increase their capacity
 
 
 
AGMA Low income families AGMA Customer Insight Project February 2010
Services workshop <ul><li>Needs </li></ul><ul><ul><li>Adequate nutritional food and water  </li></ul></ul><ul><ul><li>Adeq...
Services workshop <ul><li>Capacities </li></ul><ul><ul><li>Communicate </li></ul></ul><ul><ul><li>Work </li></ul></ul><ul>...
Services workshop Circles of Need®  - all content is © Aperia 2009
Customer workshop <ul><li>Sure start centre with creche, transport provided and £10 Tesco voucher </li></ul><ul><li>16 vol...
Customer Engagement Workshop
Customer Engagement Workshop More mobiles that landline and social media very high
 
Aspiration  and  Barriers  More childcare in the workplace Leaflets on various schemes Greater financial incentives to get...
Aspiration  and  Barriers  More childcare in the workplace Leaflets on various schemes Greater financial incentives to get...
Circles of Need®  - all content is © Aperia 2009 Summary themes Financial support Information, advice and skills Parenting...
Customer service journey
Information, advice & skills Circles of Need®  - all content is © Aperia 2009
Parenting & childcare Circles of Need®  - all content is © Aperia 2009
Financial support Circles of Need®  - all content is © Aperia 2009
Services workshop Circles of Need®  - all content is © Aperia 2009
Contact details <ul><li>E-mail  [email_address] </li></ul><ul><li>Telephone 01204331541 </li></ul><ul><li>Website www.bolt...
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Customer insight workshop b phil rimmer

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Customers at the heart of Total Place event 18th March 2010

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Customer insight workshop b phil rimmer

  1. 1. Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010
  2. 2. Background <ul><li>Initial AGMA funded project completed in June 2009 </li></ul><ul><li>Limited funding and timescale – felt we could achieve more </li></ul><ul><li>Bids invited via IDeA to the Efficiency and Transformation Capital Fund </li></ul><ul><li>The criteria for project selection included; </li></ul><ul><ul><li>Cross cutting </li></ul></ul><ul><ul><li>Strong links to Total Place </li></ul></ul><ul><ul><li>Promotes efficiency with a major impact on LAA outcomes / Key national indicators </li></ul></ul><ul><ul><li>Enhances empowerment amongst citizens </li></ul></ul>
  3. 3. Objectives <ul><li>‘ Developing customer insight to improve take-up of entitlement to services </li></ul><ul><li>and benefits by low income families with young children across the Greater </li></ul><ul><li>Manchester area’ </li></ul><ul><li>Utilise existing data to identify young families (TP link) </li></ul><ul><li>Apply local knowledge / external data sets to enrich data – accurately identify target group </li></ul><ul><li>Utilise circles of need / customer journey mapping </li></ul><ul><li>Apply profiling techniques to inform marketing </li></ul><ul><li>Undertake targeted marketing – social media </li></ul><ul><li>Monitor take-up </li></ul><ul><li>Develop a framework to transfer learning and skills </li></ul><ul><li>Document the case study, business case and CBA </li></ul>
  4. 4. Cross-cutting <ul><li>Potential partners; </li></ul><ul><ul><li>DWP </li></ul></ul><ul><ul><li>Total Place Project Team </li></ul></ul><ul><ul><li>Surestart </li></ul></ul><ul><ul><li>Customer profiling partner </li></ul></ul><ul><ul><li>Circles of Need partner </li></ul></ul>
  5. 5. Strong Links to Total Place
  6. 6. Promoting Efficiency <ul><li>Customer profiling and insight will; </li></ul><ul><ul><li>Identify target groups </li></ul></ul><ul><ul><li>Inform cost effective / innovative marketing campaigns </li></ul></ul><ul><ul><li>Start to inform customer segments </li></ul></ul><ul><li>Circles of Need work will identify duplication and inform future efficiencies to; </li></ul><ul><ul><li>Aid development of more joined-up web sites </li></ul></ul><ul><ul><li>Inform marketing campaigns </li></ul></ul><ul><ul><li>Provide better information at first point of contact </li></ul></ul><ul><ul><li>Inform design of CRM systems </li></ul></ul>
  7. 7. Empowering Citizens <ul><li>Involve young families in the circles of need / journey mapping work </li></ul><ul><li>Increase take-up of a range of services / entitlements </li></ul><ul><li>Concentrate on helping young families to improve their lives </li></ul>
  8. 8. Neil Mackin, CACI Ian Singleton & Olly Baker, Aperia AGMA Low Income Families Workshop Feb 25 th
  9. 9. Project Scope
  10. 10. Family Segmentation
  11. 11. Greater Manchester Distribution
  12. 12. Deprived Families with Early Years Children
  13. 13. Deprived Families with Early Years Children
  14. 14. Ocean Profiles <ul><li>Deprived Families with Children in Early Years </li></ul><ul><li>Challenged Families with Children in Early Years </li></ul>
  15. 15. Rochdale Data <ul><li>Adult Social Care </li></ul><ul><li>Social Housing </li></ul><ul><ul><li>Tenants </li></ul></ul><ul><ul><li>Properties </li></ul></ul><ul><li>Children Centre Users </li></ul><ul><li>Library Users </li></ul><ul><li>Revs and Bens </li></ul><ul><ul><li>Housing Benefit </li></ul></ul><ul><ul><li>Council Tax Benefit </li></ul></ul>
  16. 16. Take-up of Social Housing Pattern of social housing mirrors affluence which gives confidence in the accuracy of the segmentation
  17. 17. Non-Decent Social Housing Although small numbers, the highest proportions in Non-Decent Housing are to be found in the most deprived families
  18. 18. Take-up of Children Centre Services Health skew towards the very young and the poor. Less well skewed by affluence – arguably good from cohesion perspective, but bad from targeting perspective.
  19. 19. Library Take-up Very even spread across families
  20. 20. Take-up of HB and CTB Skew towards the less affluent Notable that 5% of Affluent Families with Early Years Children are in receipt
  21. 21. Take-up of Council Tax Benefit
  22. 22. Take-up Housing Benefit
  23. 23. Large numbers on financial assistance services only – can we move them to services that increase their capacity
  24. 27. AGMA Low income families AGMA Customer Insight Project February 2010
  25. 28. Services workshop <ul><li>Needs </li></ul><ul><ul><li>Adequate nutritional food and water </li></ul></ul><ul><ul><li>Adequate protective housing AT RISK </li></ul></ul><ul><ul><li>Appropriate health care OUT OF SCOPE </li></ul></ul><ul><ul><li>Significant primary relationships with others AT RISK </li></ul></ul><ul><ul><li>Appropriate basic and cross-cultural education </li></ul></ul><ul><ul><li>Economic security </li></ul></ul>Circles of Need® - all content is © Aperia 2009
  26. 29. Services workshop <ul><li>Capacities </li></ul><ul><ul><li>Communicate </li></ul></ul><ul><ul><li>Work </li></ul></ul><ul><ul><li>Move around </li></ul></ul><ul><ul><li>Acquire goods </li></ul></ul><ul><ul><li>Learn </li></ul></ul>Circles of Need® - all content is © Aperia 2009
  27. 30. Services workshop Circles of Need® - all content is © Aperia 2009
  28. 31. Customer workshop <ul><li>Sure start centre with creche, transport provided and £10 Tesco voucher </li></ul><ul><li>16 volunteered, 12 attended (1M, 11F) </li></ul><ul><li>3 hour workshop </li></ul><ul><ul><li>Ice breaker to get people into 3 groups </li></ul></ul><ul><ul><li>Problems in giving our kids the best start in life </li></ul></ul><ul><ul><li>Solutions to the grouped problems </li></ul></ul><ul><ul><li>Pros and cons of public services </li></ul></ul>Circles of Need® - all content is © Aperia 2009
  29. 32. Customer Engagement Workshop
  30. 33. Customer Engagement Workshop More mobiles that landline and social media very high
  31. 35. Aspiration and Barriers More childcare in the workplace Leaflets on various schemes Greater financial incentives to get back into work Good Company More funding for toy / play library More care not to overpay benefits Allow parents to bulk hours of free 15hour child care More subsidised nursery places Better holiday cover / availability Increase the limit on working tax childcare vouchers More childcare in the workplace Knowing which services to apply for Advice and information provided in a more personal way Information in local paper Professional provides a follow up Process benefits claims quicker More flexible hours covered for childcare More benefits Flexible jobs Improve the application process for benefits Transparency and information on Child Tax Credits More help with CVs and interviews Easier access to jobs information Computer & internet for whole of school life Education vouchers Funding for extra curricular activities Cheaper school uniform Discounts on insurance Help to access services More use of school facilities Getting colleges to visit Surestart Centres to provide information on college courses Help with budgeting Training Help parents to be volunteers Make breastfeeding more sociably acceptable Help improving my self-confidence Expensive childcare No access to private childcare Not enough after school activities for older kids Centres not well equipped (toy library) Not enough information about get fit schemes People who promote services don't know local detail Patronising public service The advice given can be hard to understand Don't know what I'm entitled to Price of food is too high Ludicrous extra fees if your late (ASC) Takes too long to get income support sorted out Changes in benefits/support can take up to 6 months to resolve Claiming back overpayments lands you in debt Cant afford to live together No incentive to return to work
  32. 36. Aspiration and Barriers More childcare in the workplace Leaflets on various schemes Greater financial incentives to get back into work Good Company More funding for toy / play library More care not to overpay benefits Allow parents to bulk hours of free 15hour child care More subsidised nursery places Better holiday cover / availability Increase the limit on working tax childcare vouchers More childcare in the workplace Knowing which services to apply for Advice and information provided in a more personal way Information in local paper Professional provides a follow up Process benefits claims quicker More flexible hours covered for childcare More benefits Flexible jobs Improve the application process for benefits Transparency and information on Child Tax Credits More help with CVs and interviews Easier access to jobs information Computer & internet for whole of school life Education vouchers Funding for extra curricular activities Cheaper school uniform Discounts on insurance Help to access services More use of school facilities Getting colleges to visit Surestart Centres to provide information on college courses Help with budgeting Training Help parents to be volunteers Make breastfeeding more sociably acceptable Help improving my self-confidence Expensive childcare No access to private childcare Not enough after school activities for older kids Centres not well equipped (toy library) Not enough information about get fit schemes People who promote services don't know local detail Patronising public service The advice given can be hard to understand Don't know what I'm entitled to Price of food is too high Ludicrous extra fees if your late (ASC) Takes too long to get income support sorted out Changes in benefits/support can take up to 6 months to resolve Claiming back overpayments lands you in debt Cant afford to live together No incentive to return to work Financial support Information, advice and skills Parenting & childcare
  33. 37. Circles of Need® - all content is © Aperia 2009 Summary themes Financial support Information, advice and skills Parenting & childcare Economic security Appropriate Education Adequate nutritional food Note! There were health concerns but this is out of scope. Housing only for space for homework Map to Needs
  34. 38. Customer service journey
  35. 39. Information, advice & skills Circles of Need® - all content is © Aperia 2009
  36. 40. Parenting & childcare Circles of Need® - all content is © Aperia 2009
  37. 41. Financial support Circles of Need® - all content is © Aperia 2009
  38. 42. Services workshop Circles of Need® - all content is © Aperia 2009
  39. 43. Contact details <ul><li>E-mail [email_address] </li></ul><ul><li>Telephone 01204331541 </li></ul><ul><li>Website www.bolton.gov.uk </li></ul>
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