Vital Rural Area Policy Forum 2010 - Smart Cities Customer Insight and developing a service channel strategy

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  • Smart Cities partners: Intercommunale Leiedal, Belgium (Lead Partner) Edinburgh Napier University, United Kingdom (Lead Academic Partner) BIS GmbH, Germany City of Edinburgh Council, United Kingdom Gemeente Groningen, Netherlands Karlstads Kommun, Sweden Norfolk County Council, United Kingdom Stadt Osterholz-Scharmbeck, Germany Stad Kortrijk, Belgium Cities of Kristiansand and Lillesand, Norway Mechelen University College (MEMORI), Belgium Jade University of Applied Sciences of Wilhelmshaven/Oldenburg/Elsfleth, Germany Karlstad University, Sweden Porism Ltd, United Kingdom
  • Vital Rural Area Policy Forum 2010 - Smart Cities Customer Insight and developing a service channel strategy

    1. 1. customer profiling and developing a service channel strategy for rural areas Vital Rural Area Policy Forum on Regional Development Billund - October 7th, 2010
    2. 2. who we are
    3. 4. 15 municipal and academic partners from the NSR
    4. 5. Supported by a wide range of mainstreaming partners
    5. 6. Processes It architecture Services Channels Customer profiling Policy Measuring Wireless Contact centres Geobased Personalised Marketing Systems
    6. 7. Customers
    7. 8. ? Do you want to know your customers because … You want better targetted marketing campaigns? You want to introduce new cost efficient channels? You want to know if they use your services? You want to involve them? You love statistics? You want to have impact?
    8. 9. Business Question Definable Measurable Testable <ul><ul><li>Be worth doing: </li></ul></ul><ul><ul><ul><li>Better customer services </li></ul></ul></ul><ul><ul><ul><li>Improved efficiency </li></ul></ul></ul><ul><ul><ul><li>Political priority </li></ul></ul></ul><ul><ul><li>Involve specific groups of </li></ul></ul><ul><ul><li>customers (e.g. not universal) </li></ul></ul>
    9. 10. Hugger Campaign alarming statistics showing motorcyclists made up only 1% of traffic on Norfolk’s roads, but represented a staggering 26% of people killed or seriously injured. The images and messages as well as locations for adverts were based on customer profiling. 2010: less people killed or injured Source: Norfolk County Council
    10. 11. Who are your customers? What do you already know: <ul><ul><li>Commercial products </li></ul></ul><ul><ul><li>Officer views </li></ul></ul><ul><ul><li>Customer’s views – local or national </li></ul></ul><ul><ul><li>Socio-economic data </li></ul></ul><ul><ul><li>Customer use/take up data from records </li></ul></ul>
    11. 12. Don’t ask what you know: profiling
    12. 13. Achieving insight through the use of names and addresses Roshni Mistry 16 Dawlish Gardens Harrow HA4 2JL Young South Asian Hindu Female Individual house 1918 - 1939 ‘ Asian Enterprise’ Source: OriginsInfo
    13. 14. Source: Mosaïc
    14. 15. Recurring Groups Old Wealth Educated Cosmopolitans Career focussed Materialists Better off Elders Midscale Salariat Blue Collar Self Sufficiency Agrarian Heartlands Hardened Dependency Low Income Elderly De-industrial Legacy Source: OriginsInfo
    15. 16. Source: OriginsInfo J54 : Grey Perspective / Bungalow Retirement Nottingham Road, Clacton on Sea, CO15 5PG Fife Road, Herne Bay, CT6 7RE Haysom Close, New Milton, BH25 6PN Hazeldown Road, Teignmouth, TQ14 8QR
    16. 17. K58 : Rural Isolation, Parochial Villagers aaa ccc ddd bbb G42 : Municipal Dependency / Low Horizons Greenham Close, Middlesbrough, TS3 9NT Southbank Road, Burnage, Manchester, M19 1PX Eighth Avenue, Hull, HU6 9LH Thornton Road, Barnsley, S70 3NG
    17. 18. K58 : Rural Isolation / Greenbelt Guardians Church Street, Staverton, Northampton, NN11 6JJ West View, Minskip, York, YO51 9HZ Back Lane, Souldern, Bicester, Oxon, OX27 7JG Lower Stoke, Limpley Stoke, Bath, BA2 7FR
    18. 19. D26 : Ties of Community / South Asian Industry Aberdeen Place, Bradford, BD7 2HG Ivy Road, Luton, LU1 1DL Edmundson Road, Blackburn, BB2 1HL Osborn Road, Sparkbrook, Birmingham, B11 1TT
    19. 20. D25 : Ties of Community / Town Centre Refuge Watling Street, Llanrwst, Gwynedd, LL26 0LS Chapel Street, Stratford on Avon, CV37 6EP St Marys Street, Whitchurch, Salop, SY13 1QU North Street, Tavistock, PL19 0AN
    20. 21. E31 : Urban intelligence / Caring professionals Park Avenue, Hull, HU5 3ER Cambridge Road, Moseley, Birmingham, B13 9UE Norman Road, Kirkstall, Leeds, LS 5 3JL Agnes Street, Brighton, BN2 3AS
    21. 22. E32 : Urban Intelligence / Dinky Developments Lansdowne Way, High Wycombe, HP11 1TR Bullfinch Road, Nottingham, NG6 0NJ Beechcroft Close, Manchester, M22 7XE Lindisfarne Way, Northampton, NN4 0WG
    22. 23. Types of neighbourhood in Norwich
    23. 24. Map and Gap <ul><li>Where are your existing customers? </li></ul><ul><li>Where do people with the same profile live? </li></ul><ul><li>Where are the hot spots and not spots? </li></ul><ul><li>Where are you currently delivering services? </li></ul>Bring in your local transaction data
    24. 25. Inferring risks for places and people
    25. 26. Services and channels
    26. 27. Free bus pass Source: Esd toolkit, UK
    27. 28. Building permit
    28. 29. Preference channels Practical info Leisure Subventions Face to face Print Phone Mail website Source: Survey Kortrijk region, B
    29. 30. Voorkeurkanalen – administratieve contacten Face to face Letter Phone Mail Website Meeting Reporting malfunction / registration activity / formal registration / opinion
    30. 31. one size fits all
    31. 32. Channel strategy
    32. 33. Channels <ul><li>face to face </li></ul><ul><li>phone </li></ul><ul><li>e-mail </li></ul><ul><li>web </li></ul><ul><li>visit </li></ul><ul><li>letter </li></ul><ul><li>text </li></ul><ul><li>chat </li></ul><ul><li>digital television </li></ul><ul><li>… </li></ul>
    33. 34. Think before setting up new channels, optimise what you have
    34. 35. “ Simple services with a big transaction volume can easily be put online, complex and specific services need more to be handled face to face” Use online channels for cost efficiency, user comfort and speed. This creates time and space to handle specific target groups.
    35. 36. Case: child care
    36. 37. Question <ul><li>“ How to match offer and demand of child care?” </li></ul>Source: Leiedal
    37. 38. Birth rate
    38. 39. Households
    39. 40. Households according size
    40. 41. Research data <ul><li>10% does not find child care > woman stops working </li></ul><ul><li>16% does not find sufficient hours > woman starts to work part time </li></ul><ul><li>Problematic </li></ul><ul><ul><li>Single women </li></ul></ul><ul><ul><li>New residents </li></ul></ul><ul><ul><li>Low educated people </li></ul></ul>Bron: Analyse van het zoekproces van ouders naar een voorschoolse kinderopvangplaats – MAS 2007 How to find & address them?
    41. 42. Where does target group live?
    42. 43. Channel preferences
    43. 44. Communication & transaction strategy <ul><ul><li>Single women </li></ul></ul><ul><ul><li>New residents </li></ul></ul><ul><ul><li>Low educated people </li></ul></ul><ul><ul><li>“ Average families” </li></ul></ul>Print/online geobased Campaign / Points of contact Online transaction 80% 20% Points of contact intermediaries Face to face Face to face / phone transaction
    44. 45. Case: services in rural areas Source: Norfolk County Council
    45. 46. What is Services2Gether? <ul><li>Improving the ease at which people are able to access public services </li></ul><ul><li>BY: </li></ul><ul><ul><li>Understanding what the community needs </li></ul></ul><ul><ul><li>Working together to improve access </li></ul></ul><ul><li>Targeting isolated rural communities without fixed services and poor public transport links </li></ul>
    46. 47. Understanding what people want and determining partner support <ul><li>Feasibility study carried out </li></ul><ul><li>Significant interest from partners in pursuing the idea of ‘working together’ to improve access </li></ul><ul><li>Potential to reduce provider costs </li></ul><ul><li>Can provide a social cohesion function </li></ul><ul><li>Communities like services to be provided locally </li></ul><ul><li>Especially keen on something that fills an information / advisory role within the community </li></ul>
    47. 48. Targeting communities <ul><li>Evidence based </li></ul><ul><ul><li>Lack of services provided locally </li></ul></ul><ul><ul><li>Poor public transport links to larger settlements </li></ul></ul><ul><ul><li>In the most deprived 40% of areas nationally according to the Index of Multiple Deprivation </li></ul></ul><ul><ul><li>At least 7% of households without a car </li></ul></ul><ul><ul><li>A potential venue (eg community building) for service to be provided from </li></ul></ul>
    48. 49. Titel <ul><li>Tekst </li></ul>1. Mapping customer / service data
    49. 50. Titel <ul><li>Tekst </li></ul>2. Profiling customers to identify most in need
    50. 51. Developing a service package for each community <ul><li>Using existing customer data to refine service provision </li></ul><ul><li>Engaging the community to develop a more indepth profile & filling any gaps </li></ul>
    51. 52. Delivering the service <ul><li>Data profiling will help direct marketing activities </li></ul><ul><li>Developing feedback mechanisms to keep this profile fresh and ensuring it can be used beyond the project </li></ul>[email_address] 01603 223266
    52. 53. steps
    53. 54. Steps <ul><li>Develop a business case </li></ul><ul><li>Learn to know the users </li></ul><ul><li>Develop a channel strategy </li></ul><ul><li>Develop your channels </li></ul><ul><li>Communicate about your channels </li></ul><ul><li>Measure </li></ul>
    54. 55. Online guide http://www.smartcities.info/customer-profiling
    55. 57. <ul><li>Bart Noels </li></ul><ul><li>e-Government </li></ul><ul><li>Intercommunale Leiedal </li></ul><ul><li>President Kennedypark 10 </li></ul><ul><li>8500 Kortrijk </li></ul><ul><li>tel. +32 56 24 16 16 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.leiedal.be </li></ul><ul><li>www.smartcities.info </li></ul>Thanks to: Tim Anderson Norfolk County Council Louise Cornell, Norfolk County Council Richard Webber OriginsInfo

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