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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
Why this work is important ………
Business Matters Project ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customers Needs Services Organisation (local authority) have satisfied by delivered by Developing Customer Insight……. Driving Service Improvement by Understanding Customer Need
[object Object],[object Object],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
We know how to segment citizens…. But how do we segment businesses?
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 Publichird Sector Head Office in West Mids Head  Office outside  West Mids
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 . ,[object Object],[object Object],[object Object],[object Object]
Life Stage (demographics)
What we Need to Know ?? ,[object Object],[object Object],[object Object],[object Object],Of crucial interest to the Local Enterprise Partnerships
What is the Business Customer Experience ?? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What next? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Improving services to businesses

  • 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. Why this work is important ………
  • 3.
  • 4. Customers Needs Services Organisation (local authority) have satisfied by delivered by Developing Customer Insight……. Driving Service Improvement by Understanding Customer Need
  • 5.
  • 6. We know how to segment citizens…. But how do we segment businesses?
  • 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 Publichird Sector Head Office in West Mids Head Office outside West Mids
  • 8.
  • 10.
  • 11.
  • 12.