oac in an age of austerity
DESCRIPTION
John Fisher: Local FuturesTRANSCRIPT
OAC in an age of austerity
John Fisher, Director
the local futures group
6th September 2010
Content
• An age of austerity• Emerging priorities• The potential role that OAC can play• Key success factors
An age of austerity
• Budget: Public Sector net borrowing to be reduced from £149bn to £60bn in 2013-14
• Health, International Development and Defence ring-fenced
• Estimated 610,000 job losses (OBR) by 2016• Details to be announced in Public Spending
Review on 20th October• Councils told to plan for grant cuts of 30-40%
(£12bn)• An age of austerity!
Emerging priorities
• A ‘new localism’• The ‘Big Society’• Total Place• Place Based Budgeting
Customer Insight in an age of austerity
“In light of the current financial pressures, we are even more conscious of the need for local authorities and their
partners to use customer insight to make informed decisions about what services to deliver… which
organisations are best placed to deliver these services, and what channels are most appropriate for different
groups of customers.”
Customer Insight: through a Total Place lensCommunities and Local Govt, LGDC, I&DeA, June 2010
Customer Insight in an age of austerity
“If we want to deliver joined-up public services that are both efficient and effective, we are going to have to collaborate more widely with our partners. Insight into our shared customers is an important starting point. However, research suggests that insight is still largely
used in particular service silos. The challenge will be to develop customer insight as a corporate information tool that will help us make the right decisions both within our authorities and across
our local partnerships.”
Customer Insight: through a Total Place lensCommunities and Local Govt, LGDC, I&DeA, June 2010
Output Area Classification System (OAC)
• Geodemographic system • Developed by ONS• Free, open and transparent• Limited support from OAC User Group
(affiliated to RSS)
7 Supergroups21 Groups52 Sub-groups
Wakefield OAC Groups
Wakefield OAC Groups
1c Older Blue Collar
5b Older Workers
Index of Multiple Deprivation
Wakefield OAC Groups
Wakefield Profile
Wakefield OAC Groups
Opportunities
• Using OAC to better understand your citizens, customers and communities
• Sharing with your partners• Creating local data estimates, based on
ONS household surveys and other sources
• Creating local data estimates, based on the Place Survey and other customer service data
Gross weekly household income Average household income from all benefits
Source: ONS Expenditure and Food Survey
Average weekly spending on tobaccoAverage weekly spending on fruit and veg
Source: ONS Expenditure and Food Survey
Source: British Population Survey data
Likelihood of Email Internet useLikelihood of Purchase (not Groceries)Internet Use
Wakefield: Overall satisfaction with council
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
1A1
1A2/1A3
1B1
1B2
1C1
1C2
1C3
2A1/2A2/2B1/2B2
3A1
3A2
3B1/3C1/3C2
4A1
4A2
4B1
4B2
4B3
4B4
4C1
4C2
4C3
4D1/4D2
5A1
5A2
5B1
5B2
5B3
5B4
5C1
5C2
5C3
6A1
6A2
6B1
6B2
6B3
6C1
6C2
6D1/6D2
7A1
7A2
OAC Subgroup
Pro
pe
ns
ity
sc
ore
WakefieldOverall
satisfaction with Council
Wakefield: Belonging to immediate neighbourhood
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
1A1
1A2/1A3
1B1
1B2
1C1
1C2
1C3
2A1/2A2/2B1/2B2
3A1
3A2
3B1/3C1/3C2
4A1
4A2
4B1
4B2
4B3
4B4
4C1
4C2
4C3
4D1/4D2
5A1
5A2
5B1
5B2
5B3
5B4
5C1
5C2
5C3
6A1
6A2
6B1
6B2
6B3
6C1
6C2
6D1/6D2
7A1
7A2
OAC Subgroup
Pro
pe
ns
ity
sc
ore
WakefieldBelonging to
the immediate
neighbourhood
In summary
• Free, open and transparent• Supported by ONS, OAC user Group and a
growing community of interest• A resource that can be shared with partner
organisations (not constrained by licences)• A common language for understanding
citizens, customers and communities• A growing supply of nationally tagged data
(both ONS and third parties e.g. BPS)• A potential source of major cost and efficiency
savings….in an age of austerity!
Key success factors
• Marketing, promotion and awareness raising
• Access to OAC• Resources (tools and support)• Training and capacity building• Case studies• Community of Practice• OAC User Group!
Thank you for listening!www.localfutures.com