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?