customer insight workshop b phil rimmer

Customer-led Transformation across Greater Manchester

Phil Rimmer18 March 2010

Background• Initial AGMA funded project completed in June 2009• Limited funding and timescale – felt we could achieve more• Bids invited via IDeA to the Efficiency and Transformation Capital Fund • The criteria for project selection included;

– Cross cutting – Strong links to Total Place – Promotes efficiency with a major impact on LAA outcomes / Key

national indicators – Enhances empowerment amongst citizens

Objectives‘Developing customer insight to improve take-up of entitlement to servicesand benefits by low income families with young children across the GreaterManchester area’

• Utilise existing data to identify young families (TP link)• Apply local knowledge / external data sets to enrich data – accurately

identify target group• Utilise circles of need / customer journey mapping • Apply profiling techniques to inform marketing • Undertake targeted marketing – social media • Monitor take-up • Develop a framework to transfer learning and skills • Document the case study, business case and CBA

Cross-cutting

• Potential partners; – DWP– Total Place Project Team– Surestart– Customer profiling partner – Circles of Need partner

Strong Links to Total PlaceAGMA Executive

Improvement and Efficiency Commission

Wider Leadership Group

City Region Pilot Group (Temp)

BMG

Total Place Project Team

Workstream 2 Deep dive

Workstream 1 Counting

Workstream 3 Customer Insight

Workstream 4 Culture

0 – 5 Workstream

Oversight of Total Place by I E & C

Promoting Efficiency• Customer profiling and insight will;

– Identify target groups – Inform cost effective / innovative marketing campaigns – Start to inform customer segments

• Circles of Need work will identify duplication and inform future efficiencies to;– Aid development of more joined-up web sites– Inform marketing campaigns– Provide better information at first point of contact

– Inform design of CRM systems

Empowering Citizens

• Involve young families in the circles of need / journey mapping work

• Increase take-up of a range of services / entitlements

• Concentrate on helping young families to improve their lives

Neil Mackin, CACIIan Singleton & Olly Baker, Aperia

AGMA Low Income FamiliesWorkshop Feb 25th

Project ScopeStage Segment Geography

Customer Profiling

Segmentation of Families o Identifying one segment around Low Income

Families o Understanding which LAs are most representative

of the overall area

All LAs

Circle of Need - Service Mapping

Low Income Family Segment o Access to financial support and education to

support (i) getting into work, (ii) getting back into work, (iii) getting better paid work

All LAs

Circle of Need Service Interviews Low Income Family Segment

One LA – chosen around availability of service data how representative the authority is of the whole area

Service Profiling Low Income Family Segment

One LA

Customer Journey Mapping Low Income Family Segment

Ideally with real customers from the One LA chosen above Fallback would be to use officers from all authorities as proxies for customers

Challenge Workshop Low Income Family Segment

All LAs but with particular focus upon the One LA for which we will have most detail from the service interviews and customer journey mapping

Target Refinement Low Income Family Segment

One LA chosen above

Family Segmentation

Children in Early Years

Younger School

Children

Older School

ChildrenNon-

Families

Deprived Families 28,069 18,294 18,792

Challenged Families 36,179 24,613 26,705

Comfortable Families 29,314 21,596 22,984

Affluent Families 56,037 41,922 42,655

786,323

Children in Early Years

Younger School

Children

Older School

ChildrenNon-

Families

Deprived Families 2.4% 1.6% 1.6%

Challenged Families 3.1% 2.1% 2.3%

Comfortable Families 2.5% 1.9% 2.0%

Affluent Families 4.9% 3.6% 3.7%

68.2%

Greater Manchester Distribution

district_name

Deprived Families With Children In Early Years

Deprived Families With Younger School

Deprived Families With Older School Children

Challenged Families With Children In Early Years

Challenged Families With Younger School

Challenged Families With Older School Children

Comfortable Families With Children In Early Years

Comfortable Families With Younger School

Comfortable Families With Older School Children

Affluent Families With Children In Early Years

Affluent Families With Younger School

Affluent Families With Older School Children

Bolton 3,540 2,403 2,561 3,847 3,077 3,353 2,988 2,394 2,626 4,922 3,917 3,830 Bury 1,120 524 666 2,170 1,318 1,742 2,232 1,449 1,944 4,675 3,522 4,426 Manchester 8,197 4,436 5,141 9,874 5,161 5,616 5,270 2,655 2,564 7,819 3,237 3,142 Oldham 3,789 2,871 2,380 3,369 2,347 2,514 2,257 1,661 2,149 3,677 3,163 3,482 Rochdale 3,472 2,039 2,116 3,635 2,497 2,764 2,463 1,777 2,153 3,695 2,761 3,393 Salford 2,153 1,666 1,844 2,810 2,058 2,278 2,429 1,762 1,776 3,502 2,981 2,315 Stockport 914 705 888 1,968 1,416 1,755 2,804 2,285 2,496 9,860 7,149 7,610 Tameside 1,739 1,091 1,017 3,266 2,182 2,325 3,730 2,741 2,915 4,681 3,232 3,318 Trafford 703 564 495 1,241 964 920 1,418 1,426 1,283 7,571 6,514 6,208 Wigan 2,442 1,995 1,684 3,999 3,593 3,438 3,723 3,446 3,078 5,635 5,446 4,931

28,069 18,294 18,792 36,179 24,613 26,705 29,314 21,596 22,984 56,037 41,922 42,655

Deprived Families with Early Years Children

Ocean ProfilesDeprived Families with Children in Early Years

Challenged Families with Children in Early Years

Rochdale DataAdult Social Care

Social Housing TenantsProperties

Children Centre Users

Library Users

Revs and BensHousing BenefitCouncil Tax Benefit

Take-up of Social Housing

34.5% 30.7% 32.4%

15.0% 16.2% 17.5%

16.3%

4.1% 4.8% 3.5%

0.8% 0.5% 0.6%

Pattern of social housing mirrors affluence which gives confidence in the accuracy of the segmentation

Non-Decent Social Housing

1.2% 0.5% 1.4%

0.1% 0.6% 0.4%

0.0% 0.1%

Although small numbers, the highest proportions in Non-Decent Housing are to be found in the most deprived families

Take-up of Children Centre Services

51.8% 34.4% 24.6%

42.1% 22.2% 19.2%

42.3% 25.7% 15.4%

38.0% 13.5% 13.5%

Health skew towards the very young and the poor. Less well skewed by affluence – arguably good from cohesion perspective, but bad from targeting perspective.

36.4% 42.6% 29.1%

40.6% 42.1% 33.6%

26.7%

39.6% 46.1% 32.7%

43.7% 54.4% 40.3%

Library Take-up

Very even spread across families

Take-up of HB and CTB

40.5% 40.5% 25.8%

29.5% 24.6% 16.8%

14.1% 9.1% 5.8%

5.1% 2.0% 1.0%

Skew towards the less affluentNotable that 5% of Affluent Families with Early Years Children are in receipt

Take-up of Council Tax Benefit

44.5% 47.7% 31.2%

33.8% 30.4% 21.8%

16.9% 12.3% 8.3%

7.1% 4.1% 2.7%

Take-up Housing Benefit

42.3% 41.6% 26.3%

31.4% 26.1% 17.4%

15.5% 10.2% 6.4%

5.3% 2.1% 1.1%

Deprived Families With Children I n Early Years 3,188 households

53.3%Financial SupportHB, CTB or Social Housing

28.0%None of These

842 89226.4%

422 26513.2% 8.3%

1715.4%

240 2407.5% 116 7.5%

3.6%

29.8% 24.8%

Child Care and Parenting

Information, Advice and Skills

Children Centre Activites

Library Services

Large numbers on financial assistance services only – can we move them to services that increase their capacity

Deprived Families With Younger School Children1,859 households


34.2%None of These

474 63525.5%

141 1887.6% 10.1%

924.9%

86 1674.6% 76 9.0%

4.1%

21.2% 28.1%




Library Services

Deprived Families With Older School Children1,973 households


39.9%None of These

578 78729.3%

101 1525.1% 7.7%

492.5%

81 1864.1% 39 9.4%

2.0%

13.7% 21.6%




Library Services

Challenged Families With Children I n Early Years 3,446 households


44.2%None of These

539 152315.6%

251 1767.3% 5.1%

1223.5%

325 3509.4% 160 10.2%

4.6%

24.9% 23.4%




Library Services

AGMA Low income families

AGMA Customer Insight Project

February 2010

Services workshop

Circles of Need® - all content is © Aperia 2009 28

• Needs– Adequate nutritional food and water – Adequate protective housing AT RISK– Appropriate health care OUT OF SCOPE– Significant primary relationships with others AT

RISK– Appropriate basic and cross-cultural education – Economic security

Services workshop


• Capacities– Communicate– Work– Move around– Acquire goods– Learn

Services workshop


Customer workshop

• Sure start centre with creche, transport provided and £10 Tesco voucher

• 16 volunteered, 12 attended (1M, 11F) • 3 hour workshop

– Ice breaker to get people into 3 groups– Problems in giving our kids the best start in life– Solutions to the grouped problems– Pros and cons of public services


Number of Children

0

1

23

4

5

67

8

9

Customers 0 2 8 2

1 2 3 4

Customer Engagement Workshop

Age of Children

0

1

2

3

4

5

6

7

Customers 1 6 4 5 3 2 1 1 1

Youngest Child 2 6 0 3 1

1 2 3 4 5 6 7 8 9 10 11 12

Number of People in Household

0

2

4

6

8

10

Customers 1 1 9 1

2 3 4 5 6 7

Customer Engagement Workshop

Marital StatusNot

answered25%

Single33%

Married42%

Nationality

British / English

76%

Pakistani8%

Portugese / British

8%

Not answ ered8%

Communications

0%

20%

40%

60%

80%

100%

67% 100% 64% 73%

Landline Mobile Internet Social Media

More mobiles that landline and social media very high

Service Usage

0%

20%

40%

60%

80%

100%

NeverYearlyMonthlyWeeklyDaily

Never 1 3 1 2 6 1

Yearly 1 5 1 2

Monthly 7 4 7 2 3 2

Weekly 3 4 7 6

Daily 3

Doctors Dentist Pharmacy Library Council Offices

Local Park

More childcare in the workplace

Leaflets on various schemes

Greater financial incentives to get back into work

Good Company

More funding for toy / play

library

More care not to overpay benefits

Allow parents to bulk hours of free 15hour

child care

More subsidised nursery places

Better holiday cover / availability

Increase the limit on working tax

childcare vouchers


Aspiration and Barriers

Knowing which services to apply

for

Advice and information provided

in a more personal way

Information in local paper

Professional provides a follow

up

Process benefits claims quicker

More flexible hours covered for

childcare

More benefits

Flexible jobs

Improve the application process

for benefits

Transparency and information on

Child Tax Credits

More help with CVs and

interviews

Easier access to jobs information

Computer & internet for whole

of school life

Education vouchers

Funding for extra curricular activities Cheaper school

uniform

Discounts on insurance

Help to access services

More use of school facilities

Getting colleges to visit Surestart

Centres to provide

information on college courses

Help with budgeting

Training

Help parents to be volunteers

Make breastfeeding more sociably

acceptable

Help improving my self-confidence

Expensive childcare

No access to private childcare

Not enough after school activities for

older kids

Centres not well equipped (toy

library)

Not enough information about get fit

schemes

People who promote services don't know local

detail Patronising public service

The advice given can be hard to

understand

Don't know what I'm

entitled to

Price of food is too high

Ludicrous extra fees if your late

(ASC)Takes too long to

get income support sorted out

Changes in benefits/support can take up to 6

months to resolveClaiming back overpayments

lands you in debt

Cant afford to live together

No incentive to return to work


Leaflets on various schemes

Greater financial incentives to get back into work

Good Company

More funding for toy / play

library

More care not to overpay benefits

Allow parents to bulk hours of free 15hour

child care

More subsidised nursery places

Better holiday cover /

availability

Increase the limit on working tax

childcare vouchers


Knowing which services to apply

for

Advice and information

provided in a more personal way

Information in local paper

Professional provides a follow

up

Process benefits claims quicker

More flexible hours covered for childcare

More benefits

Flexible jobs

Improve the application process

for benefits

Transparency and information on

Child Tax Credits

More help with CVs and

interviews

Easier access to jobs information

Computer & internet for whole

of school life

Education vouchers

Funding for extra curricular activities Cheaper school

uniform

Discounts on insurance

Help to access services

More use of school facilities

Getting colleges to visit Surestart

Centres to provide

information on college courses

Help with budgeting

Training

Help parents to be volunteers

Make breastfeeding more sociably

acceptable

Help improving my self-

confidence

Expensive childcare

No access to private childcare

Not enough after school activities for

older kids

Centres not well equipped (toy

library)

Not enough information about get fit

schemes

People who promote services don't know local

detail Patronising public service

The advice given can be hard to

understand

Don't know what I'm

entitled to

Price of food is too high

Ludicrous extra fees if your late

(ASC)Takes too long to

get income support sorted out

Changes in benefits/support can take up to 6

months to resolveClaiming back overpayments

lands you in debt

Cant afford to live together

No incentive to return to work

Financial support

Information, advice and skillsParenting & childcare

Aspiration and Barriers


Summary themes

Financial support

Information, advice and skillsParenting & childcare

Economic security

Appropriate Education

Adequate nutritional

food

Note! There were health concerns but this is out of scope.Housing only for space for homework

Map to Needs

Circles of Need® is a registered trademark of Aperia Limited

MICHELLE & DAVESEGMENT:- Low Income Family GENDER:- N/AAGE GROUP:- 30-45RELIGION:- n/aSTATUS:- Co-habiting, Michelle is pregnantDEPENDENTS:- 2 children

APPROPRIATE BASIC AND CROSS-

CULTURAL EDUCATION

ECONOMIC SECURITY

Michelle and Dave complete 16

Application Forms

Each service has it’s own

application form


application form


application form


application formApplication Form


application form


application form


application form


application form


application form




application form


application form


application form



1

9 agencies provide a total of 25 services that may help

Michelle and Dave 20 x services that may

contribute towards meeting Michelle and Dave’s need for

economic security

9 agencies provide these

services

7 x services that may contribute towards meeting

Michele and Dave’s need for appropriate education


services

1 x services that may contribute towards meeting Michelle and Dave’s related

needs


services

20 Eligibility/Entitlement

checks20 Eligibility/Entitlement




checks9 Assessment

Processes

20 Eligibility/Entitlement





checks16 Eligibility/Entitlement Processes

3 counts of expert resource

Need

Need

Find

Find

25 Information Leaflets/Brochures

plus individual websites for each

service

Discover

Discover

Discover

Complete

Complete

Complete

Go through

Go through

Does this meet need and make

best use of resources?

Michelle & Dave

Receive

Customer service journey

Information, advice & skills


Parenting & childcare


Financial support


Services workshop


Contact details

E-mail [email protected]

Telephone 01204331541

Website www.bolton.gov.uk

customer insight workshop b phil rimmer

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