A5 rita booth


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A5 rita booth

  1. 1. Improving Services to Businesses Local Government Group conference:  using customer insight to understand complex issues Thursday 10 March 2011 Rita Booth Strategic Director Lichfield District Council West Midlands Business Matters Project Lead
  2. 2. Why this work is important ………
  3. 3. Business Matters Project <ul><li>A partnership of authorities in the West Midlands including Lichfield, Dudley, Solihull Sandwell, Birmingham and Business Link who share a passion to improve services to businesses </li></ul><ul><li>Started off focused on how we get a single view of the business - taking account of complexities of multiple locations, facets and owners </li></ul><ul><li>Developed standards for identifying and sharing information around business including looking at how to use Government Connect for sharing data securely </li></ul><ul><li>Also in receipt of funding from CLG Transformation Fund, managed by the LGID, to better understand the customer experience of businesses </li></ul><ul><li>Business support, enforcement and inspection services, licensing, business rates, planning and building control requirements….do we really have a comprehensive view of how we interact with businesses as a whole and what they actually need from us? </li></ul>
  4. 4. Customers Needs Services Organisation (local authority) have satisfied by delivered by Developing Customer Insight……. Driving Service Improvement by Understanding Customer Need
  5. 5. <ul><li>Businesses are more complex in terms of multiplicity of locations, facets and contacts </li></ul><ul><li>Also the level of churn – as much as 20% in a year </li></ul>Environmental Services Jones & Son 1 High Street Trading Standards R Jones & Son No 1 High St Planning R J Jones High St B96 Licensing PROSECUTION PENDING !! Jones Ltd One High St Economic Development and Business Link Supporting Mr Jones! Fire & Rescue need specific addressing for emergency call out and for planned inspections
  6. 6. We know how to segment citizens…. But how do we segment businesses?
  7. 7. Segmentation Framework Small Local Employer Medium Local Employer Business at Home Major Local Employer Large National Company Medium Subsidiary Large International Company Medium chain with multiple West Mids sites Large Chain with few West Mids sites Large Chain with many West Mids sites Medium Chain with one West Mids site Small Chain Medium Large Small Medium Large Small Firms with a direct stake in West Mids PublicThird Sector Head Office in West Mids Head Office outside West Mids
  8. 8. NNDR Building Control Head office Segment group Name Property ID (LLPG) Address Regulations Turnover Postcode Sector Size Key issue is lack of data…… we start a long way back compared with the citizen . <ul><li>Segmentation requires a high amount of data integrity </li></ul><ul><li>Much data that is bought in is not shared across the authority </li></ul><ul><li>Lots of data held by organisations like ONS is not visible to local authorities </li></ul><ul><li>Segmentation will depend on application – regulatory services needs will be different to business support </li></ul>
  9. 9. Life Stage (demographics)
  10. 10. What we Need to Know ?? <ul><li>Segmentation is only part of the picture – understanding the life stage is crucial for targeting services </li></ul><ul><li>Helps understand if a business is succeeding of failing – growing or declining </li></ul><ul><li>Again needs high level of data integrity else looking at out of date picture </li></ul><ul><li>Lack of information for small businesses who may not have filed accounts </li></ul>Of crucial interest to the Local Enterprise Partnerships
  11. 11. What is the Business Customer Experience ?? <ul><li>Consultation with Businesses… </li></ul><ul><ul><li>Surveyed businesses less than 2 years old areas </li></ul></ul><ul><ul><li>Went across all sectors </li></ul></ul><ul><ul><li>Matching the business data – no complete list existed </li></ul></ul><ul><ul><li>Carried out structured survey to find out the customer experience - looking for 300 businesses to respond </li></ul></ul><ul><ul><li>Followed up with focus group </li></ul></ul><ul><ul><li>Also took learning from a localised survey carried out by a Business Enterprise Partnership covering 2 Districts </li></ul></ul><ul><li>Difficulty in finding out who were ‘new businesses’ </li></ul><ul><li>On-line survey had abysmal response </li></ul><ul><li>Specialist tele-survey group bought in had excellent response </li></ul><ul><li>Difficult to get people to join focus groups without an incentive </li></ul><ul><li>Local authority services not visible – particularly to business start-ups </li></ul><ul><li>Council ‘front-end’ not inviting to businesses </li></ul><ul><li>Different offers across the public sector are not clear to businesses - we can be seen in ‘competition’ </li></ul><ul><li>Specific mention of poor information on business rates </li></ul>
  12. 12. What next? <ul><li>Development of LEP’s has created much interest in our work and taking this work forward is part of the Greater Birmingham LEP submission </li></ul><ul><li>Local Better Regulation Office has agreed to sponsor some work with us on how we target businesses for regulation using insight, and how we could develop closer links between business support and regulatory advice </li></ul><ul><li>Business Link West Midlands going end of March – looking at secondment from them into the local authority to work on how we take forward data-sharing </li></ul><ul><li>Writing guide to business and economic intelligence based on our project for West Midlands IEP </li></ul><ul><li>In discussion with businesslink. gov regarding how we can share our learning as they aim to become the point of online contact for all business enquiries – will become a syndication pilot </li></ul><ul><li>Interest in this area of work continues to grow…………… </li></ul>