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Customer-led Transformation across Greater Manchester
Phil Rimmer18 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
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
Cross-cutting
• Potential partners;
– DWP
– Total Place Project Team
– Surestart
– Customer profiling partner
– Circles of Need partner
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
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
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
Neil Mackin, CACI
Ian Singleton & Olly Baker, Aperia
AGMA Low Income FamiliesWorkshop Feb 25th
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
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%
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
Deprived Families with Early Years Children
Deprived Families with Early Years Children
Ocean Profiles
Deprived Families with Children in Early Years
Challenged Families with Children in Early Years
Rochdale Data
Adult Social Care
Social Housing TenantsProperties
Children Centre Users
Library Users
Revs and BensHousing BenefitCouncil Tax Benefit
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
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
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.
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
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
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%
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%
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
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
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
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
AGMA Low income families
AGMA Customer Insight Project
February 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
Services workshop
Circles of Need® - all content is © Aperia 2009 29
• Capacities– Communicate– Work– Move around– Acquire goods– Learn
Services workshop
Circles of Need® - all content is © Aperia 2009 30
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
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
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
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
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
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
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
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
Information, advice & skills
Circles of Need® - all content is © Aperia 2009 39
Parenting & childcare
Circles of Need® - all content is © Aperia 2009 40
Financial support
Circles of Need® - all content is © Aperia 2009 41
Services workshop
Circles of Need® - all content is © Aperia 2009 42