Date post: | 18-Nov-2014 |
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The Real Benefits of Customer Insight
Chorley Case Study
Presentation by Cllr Peter GoldsworthyLeader
Overview of Presentation:
• Where we were
• Where we are now
• What we did that worked
• Any questions?
Where we were 3 years ago:
• “fair”
• No focus or priorities
• Silo services not built around customer need
• LSP partners all doing their own thing
Where We Are Now
• 4 on use of resources• 4 on managing the organisation• Top 2 districts nationally• Clear priorities• 14% increase in customer satisfaction• Beacon for transforming services
Things We Did That Worked• Clear political leadership for customer-focus• Took hard decisions an restructuring• Took staff with us• A customer-focussed LSP• Chorley Smile brand – a partnership• Strategies simple and on one page• Intelligent use of customer insight to improve
services AND to save time and money• Social media to communicate
Civic pride campaign
The Benefits of Customer Insight• Improve services – eg Clayton Brook electoral
registration• Save money by making changes that work• Happier customers• Reduction in avoidable contact• Great inspection scores• WE get re-elected!
Use of Social MediaYou Tube, Twitter, Facebook
New Chorley Smile Magazine
Includes events and information about the Council and its services for local people in an upbeat and positive way…
Weeks Of Action
high profile multi-agency engagement in local communities.
Areas picked on the basis of household data from MOSAIC customer profiling
Area Profiling: Groups breakdown to SOA level
•We’ve undertaken a customer profiling project to address major issues in our most deprived neighbourhoods.
•Produced detailed area profiles of our 8 most deprived SOAs, identifying key issues which will be used to work in with our partners to develop targets and action plans to improve life chances for our customers.
•Developed customer insight down to a very granular level
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
(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
Want to find out more?
Final Report User Guide Glossary Guide
Powerpoint version of Circles of Need Model
Thank you.Any questions or comments?