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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

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

Published in: News & Politics

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  • 1. Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010
  • 2. Background
    • Initial AGMA funded project completed in June 2009
    • Limited funding and timescale – felt we could achieve more
    • Bids invited via IDeA to the Efficiency and Transformation Capital Fund
    • The criteria for project selection included;
      • Cross cutting
      • Strong links to Total Place
      • Promotes efficiency with a major impact on LAA outcomes / Key national indicators
      • Enhances empowerment amongst citizens
  • 3. Objectives
    • ‘ Developing customer insight to improve take-up of entitlement to services
    • and benefits by low income families with young children across the Greater
    • Manchester area’
    • Utilise existing data to identify young families (TP link)
    • Apply local knowledge / external data sets to enrich data – accurately identify target group
    • Utilise circles of need / customer journey mapping
    • Apply profiling techniques to inform marketing
    • Undertake targeted marketing – social media
    • Monitor take-up
    • Develop a framework to transfer learning and skills
    • Document the case study, business case and CBA
  • 4. Cross-cutting
    • Potential partners;
      • DWP
      • Total Place Project Team
      • Surestart
      • Customer profiling partner
      • Circles of Need partner
  • 5. Strong Links to Total Place
  • 6. Promoting Efficiency
    • Customer profiling and insight will;
      • Identify target groups
      • Inform cost effective / innovative marketing campaigns
      • Start to inform customer segments
    • Circles of Need work will identify duplication and inform future efficiencies to;
      • Aid development of more joined-up web sites
      • Inform marketing campaigns
      • Provide better information at first point of contact
      • Inform design of CRM systems
  • 7. Empowering Citizens
    • Involve young families in the circles of need / journey mapping work
    • Increase take-up of a range of services / entitlements
    • Concentrate on helping young families to improve their lives
  • 8. Neil Mackin, CACI Ian Singleton & Olly Baker, Aperia AGMA Low Income Families Workshop Feb 25 th
  • 9. Project Scope
  • 10. Family Segmentation
  • 11. Greater Manchester Distribution
  • 12. Deprived Families with Early Years Children
  • 13. Deprived Families with Early Years Children
  • 14. Ocean Profiles
    • Deprived Families with Children in Early Years
    • Challenged Families with Children in Early Years
  • 15. Rochdale Data
    • Adult Social Care
    • Social Housing
      • Tenants
      • Properties
    • Children Centre Users
    • Library Users
    • Revs and Bens
      • Housing Benefit
      • Council Tax Benefit
  • 16. Take-up of Social Housing Pattern of social housing mirrors affluence which gives confidence in the accuracy of the segmentation
  • 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. 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. Library Take-up Very even spread across families
  • 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. Take-up of Council Tax Benefit
  • 22. Take-up Housing Benefit
  • 23. Large numbers on financial assistance services only – can we move them to services that increase their capacity
  • 24.  
  • 25.  
  • 26.  
  • 27. AGMA Low income families AGMA Customer Insight Project February 2010
  • 28. Services workshop
    • Needs
      • Adequate nutritional food and water
      • Adequate protective housing AT RISK
      • Appropriate health care OUT OF SCOPE
      • Significant primary relationships with others AT RISK
      • Appropriate basic and cross-cultural education
      • Economic security
    Circles of Need® - all content is © Aperia 2009
  • 29. Services workshop
    • Capacities
      • Communicate
      • Work
      • Move around
      • Acquire goods
      • Learn
    Circles of Need® - all content is © Aperia 2009
  • 30. Services workshop Circles of Need® - all content is © Aperia 2009
  • 31. Customer workshop
    • Sure start centre with creche, transport provided and £10 Tesco voucher
    • 16 volunteered, 12 attended (1M, 11F)
    • 3 hour workshop
      • Ice breaker to get people into 3 groups
      • Problems in giving our kids the best start in life
      • Solutions to the grouped problems
      • Pros and cons of public services
    Circles of Need® - all content is © Aperia 2009
  • 32. Customer Engagement Workshop
  • 33. Customer Engagement Workshop More mobiles that landline and social media very high
  • 34.  
  • 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
  • 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
  • 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
  • 38. Customer service journey
  • 39. Information, advice & skills Circles of Need® - all content is © Aperia 2009
  • 40. Parenting & childcare Circles of Need® - all content is © Aperia 2009
  • 41. Financial support Circles of Need® - all content is © Aperia 2009
  • 42. Services workshop Circles of Need® - all content is © Aperia 2009
  • 43. Contact details
    • E-mail [email_address]
    • Telephone 01204331541
    • Website www.bolton.gov.uk

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