My Norfolk

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My Norfolk
Interactieve digitale diensten in Norfolk County.
Tim Anderson is verantwoordelijke voor de digitale dienstverlening in Norfolk County in Groot-Brittannië. Hij brengt het verhaal over My Norfolk, een samenwerkingsverband van overheid- welzijns en andere diensten die samen interactieve digitale diensten willen verzorgen in Norfolk. (Deze sessie is in het Engels) www.my.norfolk.gov.uk

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  • My Norfolk

    1. 1. Personalised Services Tim Anderson Policy and Performance Team
    2. 2. What are personalised Services? <ul><ul><li>Someone is given access to the services that fit their needs in their particular circumstances </li></ul></ul><ul><ul><li>That access does not depend on them knowing what they need or what is available </li></ul></ul>
    3. 3. What are the building blocks? <ul><li>What services are available? </li></ul><ul><li>Who are the customers? </li></ul><ul><li>Who needs what services? </li></ul><ul><li>Matching service information to customers </li></ul><ul><li>Mapping services </li></ul>
    4. 4. Why Personalise Services? <ul><li>Policy Drivers: </li></ul><ul><ul><li>Transformational Government – efficiency and better customer services via e-Government </li></ul></ul><ul><ul><li>Closer to Communities – helping communities take control of their own future – need information to do it </li></ul></ul><ul><li>Research – people want to know what is available to meet their needs but not the structure of who does what </li></ul>
    5. 5. Example – Losing your job through an accident <ul><li>Employment advice </li></ul><ul><li>Training advice </li></ul><ul><li>Benefits advice </li></ul><ul><li>Counselling </li></ul><ul><li>Health advice – including assistive technology </li></ul><ul><li>Alternatives – volunteering, community work </li></ul>
    6. 6. Services (product catalogue)‏ channel back office midware channel Monitoring efficiency (organisational view)‏ Monitoring effectiviness and impact (holistic view on policy impact)‏ transformation Process descriptions personalization localisation autentification Service development Customer profiling Channel choice Policy Academic research: How? What? Why?
    7. 7. Know Your Customers Know Your Service Re/co-design Services Marketing the Service Evaluate the change Who are your customers?          Mosaic profiling against CRM What services are you delivering?          Volumes from CRM and other operational databases How would customers like to change services? processes?          Qualitative consultation and co-design workshops What is the best message to change behaviour?          E-Citizen and other qualitative/quantitative research based on Customer Profiles What are the measures of success?          NI’s? Cost? Satisfaction? Takeup? Carry out benefit mapping Where are Your Customers?          NDO mapping of CRM and MOSAIC profiling What are the volumes and costs over different channels?          Esd toolkit mapping tools linked to CRM etc data and NI14 analysis What are the most cost effective delivery channels?          Analysis of esd data but also commissioning cost benefit analysis Who should the message be given to?          MOSAIC customer profiling What are the benchmarks – over time and compared to others?          Benefit mapping and benchmarking against indicators What do your customers want/need?          Survey data, data analysis and research What are the common processes?          Process mapping linked to Front Door etc Are there better service delivery processes?          Best practice analysis and as above What are the best channels for the message?          MOSAIC customer profile info What is the measurable change?          NDO and other tool time series analysis What services do they need/receive from others?          MOSAIC profiling, Customer Insight, Circle of Need/life episodes etc Who else is delivering services?          Service Directory info How should services be bundled?          MOSAIC profiling, Customer Insight, Circle of Need/life episodes etc How do you know if the message has been received and acted on?          Baseline and follow up research What are the outcomes?           
    8. 8. Know Your Customers: Norfolk Data Observatory <ul><li>Data sets: </li></ul><ul><ul><li>Census and updates - national </li></ul></ul><ul><ul><li>Health - national and local </li></ul></ul><ul><ul><li>Education and skills – national and local </li></ul></ul><ul><ul><li>Employment and benefits – national and local </li></ul></ul><ul><ul><li>Crime – local </li></ul></ul><ul><ul><li>Activities etc – local – e.g. Active People </li></ul></ul><ul><ul><li>Surveys – local – e.g. Citizen’s Panel, Tellus </li></ul></ul>
    9. 9. In detail: Great Yarmouth
    10. 10. Map of Life Expectancy in Norfolk Life expectancy
    11. 11. Know Your Customers: Mosaic <ul><li>Using national research and commercial data to create profiles of types of people and families </li></ul><ul><li>Using that to map people living in an area </li></ul><ul><li>Additional information about the group – what they read and watch, what they eat, health, views etc </li></ul>
    12. 14. Esd toolkit – Customer Profiling <ul><li>Profiles by service, interaction and channel </li></ul>
    13. 15. Market Research and Consultation <ul><li>Citizen’s Panel </li></ul><ul><li>Citizen’s Panel on NDO </li></ul><ul><li>Your Norfolk, Your Say </li></ul><ul><ul><li>Partner online consultations </li></ul></ul><ul><ul><li>Past consultation results and analysis </li></ul></ul><ul><ul><li>Will have links to NDO </li></ul></ul>
    14. 16. Know Your Customers Know Your Service Re/co-design Services Marketing the Service Evaluate the change Who are your customers?          Mosaic profiling against CRM What services are you delivering?          Volumes from CRM and other operational databases How would customers like to change services? processes?          Qualitative consultation and co-design workshops What is the best message to change behaviour?          E-Citizen and other qualitative/quantitative research based on Customer Profiles What are the measures of success?          NI’s? Cost? Satisfaction? Takeup? Carry out benefit mapping Where are Your Customers?          NDO mapping of CRM and MOSAIC profiling What are the volumes and costs over different channels?          Esd toolkit mapping tools linked to CRM etc data and NI14 analysis What are the most cost effective delivery channels?          Analysis of esd data but also commissioning cost benefit analysis Who should the message be given to?          MOSAIC customer profiling What are the benchmarks – over time and compared to others?          Benefit mapping and benchmarking against indicators What do your customers want/need?          Survey data, data analysis and research What are the common processes?          Process mapping linked to Front Door etc Are there better service delivery processes?          Best practice analysis and as above What are the best channels for the message?          MOSAIC customer profile info What is the measurable change?          NDO and other tool time series analysis What services do they need/receive from others?          MOSAIC profiling, Customer Insight, Circle of Need/life episodes etc Who else is delivering services?          Service Directory info How should services be bundled?          MOSAIC profiling, Customer Insight, Circle of Need/life episodes etc How do you know if the message has been received and acted on?          Baseline and follow up research What are the outcomes?           
    15. 17. Examples <ul><li>www.norfolkdata.net </li></ul><ul><li>www.direct.gov.uk </li></ul><ul><li>www.esd-toolkit.org </li></ul><ul><li>www.norfolk.gov.uk </li></ul><ul><li>http://local.civicsurf.org.uk/norfolk </li></ul>
    16. 18. Localisation <ul><li>Communities in Control </li></ul><ul><ul><li>Bottom up – communities own ideas about their future </li></ul></ul><ul><ul><li>Building capacity – giving them the information they need to decide </li></ul></ul>
    17. 19. The Truth is Out There <ul><li>Norfolk Data Observatory </li></ul><ul><li>Your Norfolk Your Say </li></ul><ul><li>Committee papers </li></ul><ul><li>Planning Portal </li></ul><ul><li>ICON </li></ul><ul><li>But.... </li></ul><ul><ul><li>Lots of different sites </li></ul></ul><ul><ul><li>Can be hard to find </li></ul></ul><ul><ul><li>Not always interactive </li></ul></ul>
    18. 20. How do you find it? <ul><li>GIS – Where I Live, Norfolk Data Observatory, Google Maps </li></ul><ul><li>Mash Ups – Community Profile </li></ul><ul><ul><li>Official Sites </li></ul></ul><ul><ul><li>Social media – blogs, facebook etc </li></ul></ul><ul><ul><li>Private sector – news media, Directories, Google maps </li></ul></ul>
    19. 21. Examples <ul><li>www.norfolk.gov.uk </li></ul><ul><li>www.norfolk.gov.uk/icon </li></ul><ul><li>http://local.civicsurf.org.uk/norfolk </li></ul>

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