customer insight 18mar10 workshop b graham cadle
DESCRIPTION
Customers at the Heart of Total Place event 18th March 2010 Graham Cadle LB Croydon Workshop B presentationTRANSCRIPT
Graham Cadle
Director of customer servicesLondon Borough of Croydon
Understanding customer needs to improve services
Croydon and total placeGeneral approach to customer insightHow we supported our pilotOur findingsNext steps
The Croydon context
40% BME background - forecast to rise to 50%(+)
by 2026
100 languages and 3 main religions
30% Community Perspectives, 22% Secure
Suburbia (MOSAIC)
43,000 of school age – London’s largest
With 70 births per 1,000 women, fertility rates in
Croydon are above average
Births have risen to more than 5,000 per year and
are likely to continue to rise
1,000+ looked after children – 2/3rds are asylum
seekers
45% of births are to mothers not born in the UK
Our Total Place PilotImproving children’s health and wellbeing:
conception to 7 year old
Building on a strong LSP
A general approach
Build knowledge of the customer Determine how to best engage and
understandTest initial findingsEmbed changeMeasuring outcomes
Understanding the customer
Service user data MosaicSatisfaction and complaintsPerformance informationPrevious engagement
(corp approach)
User and non-user
Engaging our customer
The right mixComfortable environmentStimulating rich feedback
HOW?
Surveys
Focus groups
In depth interviews
Who we spoke to and how
What did we find Root causes Untapped resource Visual and verbal quotes to challenge
professional and organisational conceptions Confirmation of some initial views and
findings 13 principles to be considered in all our
propositions Link into other services and customer groups Customers involved feel valued
Using the findings
Toolkit for use in each proposition development – 13 principles
Training workshops and support Intro to ethnography and co-design Interview skills creating a user engagement plan Integrating research with service design
Building service and corporate skills for further projects
Feeding appropriate links into other services (older people, street services)
Final Thoughts
Without a true understanding of customers we are missing huge opportunities
Our customers provide resource and skills
New skills and approaches are required to truly engage in re-designing services
Involving increases trust and satisfaction – and ultimately outcomes