Changing Local Lives Through EffectiveCustomer Insight

Presentation by

Donna HallChief Executive

Chorley Council

Successful companies understand their customers needs and future needs before they do

Premier Foods – Use customer insight on a region by region basis to understand the eating preferences of customers throughout the UK

Unilever – Use insight on a countrywide basis and tailors its products (and naming of products) on a national level according to tastes and preferences of a particular country

Amazon – Making personal recommendations based on purchases made by customers with similar interests

The Axe effect(Eastern Europe)

The Lynx effect(Western Europe)

How did the Circle of Need Project come about? Service transformation: A better service for citizens and businesses, a better deal for the taxpayer (Varney Review) “Delivering public services based around the needs of citizens and businesses must start with an understanding of citizens and business need”

Whist developing the Business Process Architecture Model as an authority we asked ourselves a number of questions: 1. Do we really understand our customers? 2. Do we understand which customers need which services, regardless of who provides these services? 3. Would it be possible to develop a model to facilitate this thinking which would lead to an enhanced customer experience?

Chorley Circle of Need® Concept – A practical example

Needs Identified:• Hostels• Hotel• Car Hire• Travel Insurance• Cheaper Energy• Luton Express• Travel Guides• Gift Vouchers• Ryanair Money• Airport Parking• Concerts & Sports• Airport Coach• Bed and Breakfast• Foreign Currency• Gambling

A closer look at the Circle of Need Model based on Mary and Joe’s Easyjet example

In need of a flight

“I need a hostel”

“I need a hotel”

“I need a hire car”

“I need transport to Luton”

“What tours are available

on holiday?” “How can I

find a travel

guide?”

“I need airport car parking”

Hostel bookings available

Car Hire Bookings

Luton express tickets

available

Day trips offered

Travel guides made freely

available

Hotel bookings

Links to airports to

book parking

Hertz carhire

NationalRail

Hostelworld.com

Where Easyjet can’t provide a

service they gather

information from the

customer and refer them to

partner organisationsFrom one

presenting need, many

needs are diagnosed

Key

CitizenNeed

Services

Police services

Preventing crime (OGD 1.1)

Detecting crime & victim support

(OGD 1.2)

Keeping the peace (OGD 1.3)

Intelligence led targeting (OGD 1.1.1)

Investigation – core business of the

police (OGD 1.2.1)

Prosecution with partners (OGD 1.2.2)

Restorative justice(OGD 1.2.3)

Partnering to keep the peace (OGD

1.3.1)

Diversionary activities (OGD 1.3.2)

Early enforcement(OGD 1.3.3)

Routine patrolling (OGD 1.1.2)

Offender management (OGD

1.1.3)

Crime related education (Working

with partners on crime prevention) (OGD

1.1.4)

Victim support (OGD 1.2.4)

Mediation (OGD 1.3.4)

Mapping of services to the Circle of Need Model • Local Government Services mapped to the model using esd-toolkits Local Government Service List (LGSL). Services have been grouped to reduce complexity• Partner Organisations (Fire & Rescue, PCT, Police) • Fire & Rescue – Fire Protection, Fire Prevention and dealing with emergency call out’s for Fire and Rescue • PCT – Encouraging well being & prevention of illness, treatment services and management of long term conditions• Police – Preventing crime, detecting crime & victim support, keeping the peace

Primary Care Trust (PCT) services

Encouraging well being and

prevention of illness (OGD 3.1)

Treatment services(OGD 3.2)

Management of people’s long term conditions (OGD

3.3)

Providing well being information services

(OGD 3.1.1)

Health provision or prevention which the

citizen chooses to access (OGD 3.1.1.1)

Health provision or prevention where the

citizen is invited to choose (OGD 3.1.1.2)

Primary health care (OGD 3.2.1)

Secondary or tertiary services (OGD 3.2.2)

Community based healthcare (OGD

3.2.3)

Information on a long term conditions

(OGD 3.3.1)

Management of a long term conditions

(OGD 3.3.2)

Support services (OGD 3.3.3)

Residential support(OGD 3.3.3.1)

Hospital support (OGD 3.3.3.2)

Fire and Rescue services

Fire prevention (OGD 2.1)

Protection against fire (OGD 2.2)

Emergency call out for fire and rescue

(OGD 2.3)

Providing advice and guidance on fire prevention (OGD

2.1.1)

Informing the community of

prevention after a fire (OGD 2.1.2)

Making fire offender or likely fire offender

intervention (OGD 2.1.3)

Making people and properties safe

against fire (OGD 2.2.1)

Fire related partnership support

(OGD 2.2.2)

Providing fire risk assessments (OGD

2.2.3)

Fire and Rescue service call out to major incidents

(OGD 2.3.1)

Providing fire and rescue support to

other agencies (OGD 2.3.2)

Investigating the causes of fire (OGD

2.3.3)

Fire & Rescue PCT Police

(1.1.2.2) In Need oftemporary or

long-term Guidancein day-to-day Living

(1.1.2.1) In Need oftemporary / longterm Support in

day-to-day Living

(5.2.1) Being anadvocate i.e.

speaks on behalf ofa group

(1.2.3.2) Havinginadequate accessto democracy e.g.voting / planning

voting

(1.1.1.3) HavingCommunication

issues and barriersto Accessing

services

(1.1.3.1) In Need ofMedical Treatment

or Assistance

(2.1.3) Being aresidential property

(5.2.3) Being agroup to provide

advice andguidance

(1.3.2.1) In Need ofAccess to an Active

& SupportiveCommunity

(1.3.2.2) In Need ofSocial Integration

(1.3.3) Being inNeed of Physical

and CulturalDevelopment

(1.1.3.2) In Need ofMental or PhysicalHealth Support and

Advice

(1.1.1.1) In Need ofImproved

Accommodation

assisted collection(1.1.2.2) In Need of

temporary orlong-term Guidancein day-to-day Living

(1.1.2.1) In Need oftemporary / longterm Support in

day-to-day Living

(5.2.1) Being anadvocate i.e.

speaks on behalf ofa group

(1.2.3.2) Havinginadequate accessto democracy e.g.voting / planning

voting

(1.1.1.3) HavingCommunication

issues and barriersto Accessing

services

(1.1.3.1) In Need ofMedical Treatment

or Assistance

(2.1.3) Being aresidential property

(5.2.3) Being agroup to provide

advice andguidance

(1.3.2.1) In Need ofAccess to an Active

& SupportiveCommunity

(1.3.2.2) In Need ofSocial Integration

(1.3.3) Being inNeed of Physical

and CulturalDevelopment

(1.1.3.2) In Need ofMental or PhysicalHealth Support and

Advice

(1.1.1.1) In Need ofImproved

Accommodation

assisted collection

Examples of Circles of Need – Assisted Collection

Customer presents

themselves as homeless at the

authority

Customer has either been

sleeping rough or staying with

family and friends

Customer awaits decision

regarding if they are eligible for

housing

Customer has homeless interview

Customer housed in ‘short

term’ housing (i.e. hostel)

Example of how the Circle of Need concept has been used in Chorley

1

2

3

4

5

Customers shortterm housing solution

coming to an end

Customer seeks urgent housing

assistance

Customer ‘tells theirstory’ to homeless

officer

Short term housing solution provided no

other needs addressed

Customer applies for housing, may still

have other needsKey

Out

com

es

Customer Emotion Mapping

Posi

tive

Neu

tral

Neg

ativ

eTo

uch-

poin

ts

No obvious touch points, some sign posting may have

taken place

Face to face Face to face Face to face Decision given by post

• Realisation of homelessness hits

• Depression

•Reasonably happy as they have gone through the process before or escaping domestic violence

• No problem entering council premises

• Customer doesn’t know what to expect

• Has done this before so knows what to expect

Not ideal with children

• Council offices clean and tidy

• Able to seek help

• Customer feels better after speaking to officer

• ‘Get it off my chest’

• Staff are very helpful

•Private interview room is as little faceless

• Pleased officer completes the form even though I could do it myself

• Happy I received a place to live the same day I was homeless

•Cotswold house is generally viewed as acceptable place to be

• Related needs can go undiagnosed

• Very long days

• Little activity

• Boredom

• Employers are put off employing me because of the address I give

A homeless persons Circle of Need

Having barriers to accessing

services

Being in need of financial

assistance or advice or debt management

In need of mental or physical

health support and advice

Need to reduce or eliminate offending behavior

Being a citizen affected by crime

Having inadequate personal

environmental security and

safety

Having perceived or inadequate

access to justice

Having perceived or inadequate

access to democracy

Having perceived or actual inability to access rights

In need of learning /

information guidance and

advice

Being in need of physical and

cultural development

In need of a home

Putting Theory into Practice

• Clayton Brook Communications Case Study • A new approach to CRM• Families First Project

A look into the future?

A look into the future?

Contact CentreContact CentreCustomer Services

“Good morning your through to Laura how can I help”

Can I take some details for your council tax enquiry

Your name and postcode

Mr. and Mrs. Smith

Live at PR7 5AE Coppull, contact Chorley Council by

telephone

Pension AgeMostly poorly educatedLive on a council estateAre struggling to live day to dayHave a poor dietHeavy drinkersHeavy smokersReceptive to: TV, telemarketing,

and red top newspapersUnreceptive to: Internet, magazines

and broadsheet newspapersCircle of need embedded within CRM to identify need & related need, underpinned by customer profiling

Customer profiling suggests Mr. and Mrs. Smith are:

Customer Services

“You may qualify for council tax benefit”

“Based on information you have provided you may be eligible for help from other organisations can I send them your details, we have gathered”

Contact CentreContact Centre

Warm Front Grant

Services fromacross govt

Insight gathered

Dear Mr. and Mrs Smith,

To improve services further please can you complete the enclosed customer insight questionnaire and return it to us in the pre paid envelop,RegardsLaura

Post

Customer insight gathered and shared to improve services

Want to find out more?

Final Report User Guide Glossary Guide

Powerpoint version of Circles of Need Model

Any Questions?

www.chorley.gov.uk/circlesofneed