MBA Students Presentation

8/3/2019 MBA Students Presentation

1/28

Gatewaybuilding real solutions for real lives..

Kent Business School MBA Students 2011

Peter Brook

Transformation and Partnership Manager

KCC Customer Experience Team


2/28

What is Gateway?

Front Office shared service partnership

Builds on existing partnership structures,

agreements, goals and performance drivers

Building a new relationship with citizens

Focus on customer need rather than service

provision real people = complex situations


3/28


4/28

What is Gateway?

Evidence based approach built on customer insight

Integration of services e.g. housing

Investment in the high street

Services delivered in accessible locations

Services delivered where people are

Enables initiatives such as Total Place/Community

Budgets to become reality e.g. back office

rationalisation


5/28

Service Transformation

Engaging with communityand citizens

Transformed local services

Reshaping servicedelivery

Making it happen

Citizens are informed andengaged

Services are tailored to local need Organisations are fit for purpose

Knowing ourcommunities better

Making performancemore visible

Giving local peoplemore power

Increasing choice

Joining up serviceprovision

Achievingeffectiveness and

efficiency

Finding the resources

Getting therelationships right

Managing the change


6/28

Amountofchang

e

Environmental change

Customer

reality

Phase 1

Incremental change

Phase 2

Strategic drift

Phase 3

Flux

Phase 4

Transformational

change or death

Time

Strategicresponse

Strategic Drift mind the gap

Marks &Spencer

BritishAirways

Varney, Herdan,

Lyons, Gershon

Bichard

Professionalisation,e-government,Measurement cultureetc.

We spend many millions on organisational

and structural change when we need tofocus our efforts on service redesignaround customer need Lord Bichard 22nd

June 2010 BBC Radio 4 Today Programme


7/28

Strategic Context

What is the customer reality for us? What is the true citizen customer demand?

How do people want to consume services?

We have increasing limited resources how canuse them most effectively not economically

How do we ensure the voice of the citizen isheard?

Are these skills that we have in the publicsector?


8/28

Where should we look for evidence?

Service transaction data Feedback data

Segmentation data

The blending of these data sourcestogether is what provides real insight


9/28

Engagement(design)

Segment(predict)

Utilisation(analyse)

CustomerInsight

Consultation Perception/Satisfaction

Complaints,Compliments,Comments

Front line staff

feedback Councillors

Journey Mapping

Classification Kent & Medway

segments

Work to close the gapbetween stakeholder

expectation and prediction

CLASSIFICATIONFEEDBACK

Work to close the gapbetween prediction and

reality

Engage & Involve

(service redesign)

SERVICE DATA

Service Volumes CRM

GIS etc.


10/28

MOSAIC what is it?

Segments all UK households and postcodes

Over 600 data variables 46% census data, 54% other data

Validated

Updated annually

Other Data

Electoral Register

DVLA data

Companies House

Shareholder registers

Public credit data

Land Registry

Lifestyle surveys

Postal Address File

Market research

Appended to:

British CrimeSurvey

Hospital EpisodeStatistics

Sport for England

Plasc

Deprivation61 Lifestyle

Types

11

Lifestyle

Groups


11/28

MOSAIC tools


12/28

Benefits Hub

Imagining a simpler, moreresponsive, more efficient and

joined up approach


13/28

I want to apply for benefits?

Which one? Who is responsible?

Are you eligible?

Whats the process? How long will it take?

people able to get their full benefit entitlement

a system that is efficient, clear and transparent


14/28

Benefits Hub

If we were in standing in the customersshoes how might it look?

Pensions Service

Housing Advice HMRC

ABO CAB

CSA BENEFITS HUB DWP

TUO Shelter

Credit Union Financial Advice

Employment Advice/Programmes


15/28

Partner approach

How do we get to something that more closelymatches customer need? Especially life events?How can we turn the benefit request into anopportunity?

Work together, respect each others experience,competence and constraints

Listen to and involve front-line staff

Build something we all own Build the evidence case


16/28

Focusing the Scope

Other

Services

Other

Services

Was unemployed andhave just got a job

Will be retiring soon

Am returning to work after a

break and need some newskills

Have finished collegeand am looking for a job

Have just been made redundantand feel desperate

Have just come out ofprison and need a job

Work part-time and dontearn enough to pay the bills

Am going on maternity leave

Working but lowincome

Leavingwork

Starting workLooking for work

BenefitsHubBenefitsHub

Routine

Advice orSelf-Help

Routine

Advice orSelf-Help

Im not surewhat I needto do but

I


17/28

Workshops

Several workshopsfacilitated by Steria

Partner engagement

from across central,local government andVCS


18/28

Workshop outputs - Personas Redundancy - Tony

Tony has just been made redundant following the closure of a localfactory near Ashford, in Kent. He was in full-time employment but ona low income and has been in receipt of Working Tax Credit (WTC).Tony is 46 and married with three children (aged 4, 12 and 14); healso receives Child Tax Credit (CTC). He lives with his family andelderly mother in private rented accommodation. Tonys partner is

on long-term Employment & Support Allowance (ESA) but would liketo return to work.

Retirement - Maureen Maureen is 59 and lives in Maidstone. She is currently working full-

time but intends to retire at 60 in two months time. Maureen

receives WTC and is a homeowner with an outstanding mortgageand no savings.


19/28

Customer Journey Mapping

Im not sure

what I need to

do but I havejust been made

redundant

Referral

point

Step 1

Customer

Dept/Or

g

Agency

Step 2 Step 3a

Step 3b

Step 3c

Step 4b

Step 4a

Referral

point

IssueorProblem

Issueor

Problem

Notes, Information Required, Performance Data, Customer Statistics

Councils, government departments and

other agencies relevant to each scenario


20/28

Customer Journeys as is - 0


21/28

Customer Journeys as is - 1


22/28

Issues

Customer experience & efficiency: 5 visits, waiting (to be seen and for decisions) Tony is only told which proofs he needs when he

applies for a particular benefit No one a part from Tony is looking at the whole

picture Although his home is at threat Tony must wait for his

HB to be processed causing stress Tony receives no information about the progress of

his applications

Tony has to give the same information each time, andeach agency processes it separately each time


23/28

Customer journeys to be - 0


24/28


25/28

Costs saving example - Tony

Over the last five years there has been anaverage of 4750 Tonys in Kent

As is takes 22 days working time to

be takes 7 days working time saving 15days.

Factoring in staff and premises this could

be an ongoing saving of 3.7M in the frontoffice


26/28

There is gold in the mine

Other

Services

Other

Services

Was unemployed andhave just got a job

Will be retiring soon

Am returning to work after a

break and need some newskills

Have finished collegeand am looking for a job

Have just been made redundantand feel desperate

Have just come out ofprison and need a job

Work part-time and dontearn enough to pay the bills

Am going on maternity leave

Working but lowincome

Leavingwork

Starting workLooking for work

BenefitsHubBenefitsHub

Routine

Advice orSelf-Help

Routine

Advice orSelf-Help

Im not surewhat I needto do but

I


27/28


28/28

Conclusions

Gateway as an enabler of change

Learn, improve and adapt together

Change based on true business case,there has to be cost and service benefitwe cant afford investment mistakes

Documents

MBA Students Presentation