Customer Insight Workshop D Rita Wilson


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

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Customer Insight Workshop D Rita Wilson

  1. 1. Improving Services to Businesses Rita Wilson Strategic Director Lichfield District Council West Midlands Business Matters Project Lead Brian Higgs Corporate GIS Unit Manager Dudley Metropolitan Borough Council
  2. 2. Why this work is important ………
  3. 3. Date of birth Gender Language Marital Status Ethnicity Disability Segment group Preferred communication channel Property ID (LLPG) Length of residency Property type Household income Liquid assets Property value Postcode Households with children Benefits Library Waste Council Tax We are developing Customer Knowledge in relation to citizens….. .
  4. 4. NNDR Building Control Head office Segment group Name Property ID (LLPG) Address Regulations Turnover Postcode Sector Size But know little about businesses and their needs! .
  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. Workshop Session 1 <ul><li>What information is held about businesses in your organisation? </li></ul><ul><li>Is any of it matched and shared to create a single view of businesses and their interactions? </li></ul>
  7. 7. 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 IDEA, 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? </li></ul>
  8. 8. We know how to segment citizens….
  9. 9. But how do we segment businesses?
  10. 10. 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
  11. 11. Life Stage (demographics)
  12. 12. Workshop Session 2 <ul><li>What would be useful to know about a business to better design and deliver services to them </li></ul><ul><li>What can we do to develop real Insight about businesses preferences and needs </li></ul>
  13. 13. Service Delivery
  14. 14. What is the Business Customer Experience ?? <ul><li>Need to start somewhere………. </li></ul><ul><ul><li>Focus on businesses less than 2 years old in partner areas </li></ul></ul><ul><ul><li>Started to look at sectors but quite small numbers involved – does cover regulatory and none-regulatory though </li></ul></ul><ul><ul><li>Carrying out structured survey to find out the customer experience - 300 businesses </li></ul></ul><ul><ul><li>Follow up with focus groups </li></ul></ul><ul><ul><li>Use the Insight gained to make services more targeted </li></ul></ul><ul><ul><li>Work with partners and others to capture and share learning </li></ul></ul>
  15. 15. Businesses do not operate in isolation… neither does our project! HMRC Business Link (regional) Local authorities Companies House Office of National Statistics BIS (Business Innovation and Skills)
  16. 16. Our Outcomes…………………… <ul><li>How To Guides: </li></ul><ul><ul><li>Get started on segmentation for business customers </li></ul></ul><ul><ul><li>Determine where a business is in its life stage </li></ul></ul><ul><ul><li>Map a business customer journey </li></ul></ul><ul><li>Improving Business Contact: </li></ul><ul><ul><li>Improving services at the point of contact with Customer Services </li></ul></ul><ul><ul><li>Improving business support services through using Customer Insight </li></ul></ul>
  17. 17. Questions and Comments ???