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Claire Thompson Corporate Policy & Community Manager 10 March 2011 The Havering Over 65s Consultation Project
 
Havering’s Customer Segmentation Tool <ul><li>Mosaic – 2006 – generic customer profile tool based on “general” characteris...
Havering’s Customer Segments Havering Segment Count of Households Percentage of Households Group A 6,872 7.36% Group B 16,...
Havering Group I 15.73% of Households Ward Rankings Gooshays 23.31% Upminster 0.22% <ul><li>Who are they? </li></ul><ul><l...
Aims of the Project <ul><li>Evolved as the project progressed! </li></ul><ul><li>Part of wider programme of activity to en...
Project Deliverables <ul><li>Original  Targets: </li></ul><ul><ul><ul><li>500 older people contacted or visited </li></ul>...
What the project involved <ul><li>Recruiting the volunteer researchers </li></ul><ul><li>Training the volunteers & produci...
Who was involved? <ul><li>Cheryl Coppell, Chief Executive (Project Sponsor) </li></ul><ul><li>Community Engagement, Commun...
How We Used Customer Insight <ul><li>Identified 5000 Category I residents over 65  </li></ul><ul><li>Identified a sample o...
 
Outcomes <ul><li>Early Intervention Successes: </li></ul><ul><ul><ul><li>CAB advised a resident living in hardship who is ...
<ul><li>£64,806 in unclaimed benefits identified </li></ul><ul><li>Increased skills of the volunteers </li></ul><ul><li>Fa...
Lessons learned <ul><li>Style of questionnaire – to be refined to capture more detailed feedback </li></ul><ul><li>Referra...
What next? <ul><ul><li>Telecare take up </li></ul></ul><ul><ul><li>Council Tax DD take up  </li></ul></ul><ul><ul><li>Park...
 
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A1 claire thompson

  1. 1. Claire Thompson Corporate Policy & Community Manager 10 March 2011 The Havering Over 65s Consultation Project
  2. 3. Havering’s Customer Segmentation Tool <ul><li>Mosaic – 2006 – generic customer profile tool based on “general” characteristics </li></ul><ul><li>A tale of two cities! </li></ul><ul><li>In 2009, a bespoke segmentation tool </li></ul><ul><li>10 segments, specific to our population </li></ul>
  3. 4. 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%
  4. 5. Havering Group I 15.73% of Households Ward Rankings Gooshays 23.31% Upminster 0.22% <ul><li>Who are they? </li></ul><ul><li>Middle Aged Couples and Low Income Pensioners </li></ul><ul><li>Reliance on State Pension </li></ul><ul><li>Manual employment </li></ul><ul><li>Semi-Detached and Terraced Homes </li></ul><ul><li>Low-rise, purpose built flats </li></ul><ul><li>Low Car Ownership </li></ul><ul><li>Rented Homes </li></ul><ul><li>Low Household Incomes (<£13,499) </li></ul><ul><li>Low Savings </li></ul>
  5. 6. Aims of the Project <ul><li>Evolved as the project progressed! </li></ul><ul><li>Part of wider programme of activity to engage with residents more effectively on a face-to-face basis </li></ul><ul><li>Consult with vulnerable older people on council services, to encourage take-up and take feedback on services, specifically: </li></ul><ul><ul><ul><li>Older residents that are most in need of support or direct services, and </li></ul></ul></ul><ul><ul><ul><li>Older residents who may be unaware of the full range of services they are eligible to use. </li></ul></ul></ul><ul><li>Using Customer Insight, target consultation more effectively </li></ul><ul><li>Increase customer satisfaction with Council </li></ul>
  6. 7. Project Deliverables <ul><li>Original Targets: </li></ul><ul><ul><ul><li>500 older people contacted or visited </li></ul></ul></ul><ul><ul><ul><li>150 referred to Council and Partner services </li></ul></ul></ul><ul><ul><ul><li>Increased satisfaction of older people with council services since last year </li></ul></ul></ul><ul><ul><ul><li>Reduced avoidable contact by older people contacting the council </li></ul></ul></ul><ul><li>Actual Performance to date: </li></ul><ul><ul><ul><li>1235 residents contacted and 564 visited in their own homes </li></ul></ul></ul><ul><ul><ul><li>2824 requests for services or more information </li></ul></ul></ul>
  7. 8. What the project involved <ul><li>Recruiting the volunteer researchers </li></ul><ul><li>Training the volunteers & producing information packs </li></ul><ul><li>Identifying the target households on a map </li></ul><ul><li>Household visits with older people </li></ul><ul><ul><ul><li>Questionnaires compiled </li></ul></ul></ul><ul><ul><ul><li>Basic needs assessments carried out </li></ul></ul></ul><ul><li>Referrals made </li></ul><ul><li>Follow-ups with the older people visited </li></ul><ul><li>Evaluation </li></ul>
  8. 9. Who was involved? <ul><li>Cheryl Coppell, Chief Executive (Project Sponsor) </li></ul><ul><li>Community Engagement, Communications and Policy teams </li></ul><ul><li>Other council services (eg. Adult Social Care, Community Safety) </li></ul><ul><li>Partner organisations: HAVCO, CAB, Police, Age Concern, Fire Service and others </li></ul><ul><li>Volunteers! </li></ul>
  9. 10. How We Used Customer Insight <ul><li>Identified 5000 Category I residents over 65 </li></ul><ul><li>Identified a sample of their addresses </li></ul><ul><li>Plotted them on a map </li></ul><ul><li>Contacted residents to arrange household visits </li></ul><ul><li>This meant we were only targeting specific households </li></ul>
  10. 12. Outcomes <ul><li>Early Intervention Successes: </li></ul><ul><ul><ul><li>CAB advised a resident living in hardship who is now £120pw better off </li></ul></ul></ul><ul><ul><ul><li>Referrals to NHS Community services for dental implants </li></ul></ul></ul><ul><ul><ul><li>A number of older people were assessed for social care support through Havering Direct </li></ul></ul></ul><ul><ul><ul><li>Huge increase in aids and adaptations take-up </li></ul></ul></ul><ul><ul><ul><li>Garden clean-ups </li></ul></ul></ul><ul><ul><ul><li>Housing improvements identified </li></ul></ul></ul>
  11. 13. <ul><li>£64,806 in unclaimed benefits identified </li></ul><ul><li>Increased skills of the volunteers </li></ul><ul><li>Face to face service highly effective and well received by customers - 98% satisfaction </li></ul><ul><li>Cost savings of using volunteers (1152 hours = £14,400 </li></ul><ul><li>Key issues: social isolation, lack of awareness of support </li></ul>
  12. 14. Lessons learned <ul><li>Style of questionnaire – to be refined to capture more detailed feedback </li></ul><ul><li>Referral process improvement from phase 1 to phase 2 </li></ul><ul><li>Using volunteers can be a double edged sword! </li></ul><ul><li>Customer insight extremely effective in targeting services to those most in need </li></ul>
  13. 15. What next? <ul><ul><li>Telecare take up </li></ul></ul><ul><ul><li>Council Tax DD take up </li></ul></ul><ul><ul><li>Parking Permits/Fines </li></ul></ul><ul><ul><li>Green Waste </li></ul></ul><ul><ul><li>Benefit Take up </li></ul></ul>

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