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Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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Page 1: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Customer-led Transformation across Greater Manchester

Phil Rimmer18 March 2010

Page 2: Customer-led Transformation across Greater Manchester Phil Rimmer 18 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

Page 3: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Objectives‘Developing customer insight to improve take-up of entitlement to services

and benefits by low income families with young children across the Greater

Manchester 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

Page 4: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Cross-cutting

• Potential partners;

– DWP

– Total Place Project Team

– Surestart

– Customer profiling partner

– Circles of Need partner

Page 5: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 6: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 7: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 8: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Neil Mackin, CACI

Ian Singleton & Olly Baker, Aperia

AGMA Low Income FamiliesWorkshop Feb 25th

Page 9: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 10: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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%

Page 11: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 12: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Deprived Families with Early Years Children

Page 13: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Deprived Families with Early Years Children

Page 14: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Ocean Profiles

Deprived Families with Children in Early Years

Challenged Families with Children in Early Years

Page 15: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Rochdale Data

Adult Social Care

Social Housing TenantsProperties

Children Centre Users

Library Users

Revs and BensHousing BenefitCouncil Tax Benefit

Page 16: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 17: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 18: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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.

Page 19: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 20: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 21: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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%

Page 22: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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%

Page 23: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Page 24: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Deprived Families With Younger School Children1,859 households

48.1%Financial SupportHB, CTB or Social Housing

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%

Child Care and Parenting

Information, Advice and Skills

Children Centre Activites

Library Services

Page 25: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Deprived Families With Older School Children1,973 households

44.6%Financial SupportHB, CTB or Social Housing

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%

Child Care and Parenting

Information, Advice and Skills

Children Centre Activites

Library Services

Page 26: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

31.6%Financial SupportHB, CTB or Social Housing

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%

Child Care and Parenting

Information, Advice and Skills

Children Centre Activites

Library Services

Page 27: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

AGMA Low income families

AGMA Customer Insight Project

February 2010

Page 28: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 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

Page 29: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Services workshop

Circles of Need® - all content is © Aperia 2009 29

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

Page 30: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Services workshop

Circles of Need® - all content is © Aperia 2009 30

Page 31: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Circles of Need® - all content is © Aperia 2009 31

Page 32: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Number of Children

0

1

2

3

4

5

6

7

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

Page 33: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Customer Engagement Workshop

Marital Status

Not answered

25%

Single33%

Married42%

Nationality

British / English76%

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

Page 34: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Service Usage

0%

20%

40%

60%

80%

100%

Never

Yearly

Monthly

Weekly

Daily

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 LibraryCouncil Offices

Local Park

Page 35: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

More childcare in the workplace

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

Page 36: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

More childcare in the workplace

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

Page 37: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Circles of Need® - all content is © Aperia 2009 37

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

Page 38: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

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

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application formApplication Form

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application formApplication Form

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application form

Each service has it’s own

application formApplication 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

5 agencies provide these

services

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

needs

1 agencies provide these

services

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks9 Assessment

Processes

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

20 Eligibility/Entitlement

checks

16 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

Page 39: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Information, advice & skills

Circles of Need® - all content is © Aperia 2009 39

Page 40: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Parenting & childcare

Circles of Need® - all content is © Aperia 2009 40

Page 41: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Financial support

Circles of Need® - all content is © Aperia 2009 41

Page 42: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Services workshop

Circles of Need® - all content is © Aperia 2009 42

Page 43: Customer-led Transformation across Greater Manchester Phil Rimmer 18 March 2010

Contact details

E-mail [email protected]

Telephone 01204331541

Website www.bolton.gov.uk