the social innovation lab for kent insight into people,

The Social Innovation Lab for Kent

Insight into People

<Date><Time>, <Place>

Understanding customers

“Be obsessed with your customers, not markets. A market never paid a bill”

Tom Peters, Business Management ‘guru’


“Be obsessed with your customers, not markets. A market never paid a council tax bill, or needed a place in a school of its choice”

Customers Users Residents People

SILK Aims

1. To provide a ‘safe space’ and a creative approach to tackling any number of strategic challenges, in order to develop new responses to apparently intractable problems, based on the realities of people’s lives

2. To build the capacity and skills of staff across the council – and indeed its partners – to focus on citizens and experiences, rather than services and organisations, when developing strategy and implementation plans.

KCC

Corporate

Plan

2009

Insights and ideas can and should come from anywhere and everywhere

People are usually the experts of their own lives, their families and communities

The principles that define SILK

Platforms and tools for collaborative working

The principles that define SILKThe more people we involve, the greater the chance of making it stick


Why is it important for a local authority to develop insight about its customers?

Types of insight

Strategic Tactical

Qualitative

Quantitative

Types of insight

Why some people don’t renew books online

How many users renew their books online

How are people using knowledge resources and civic spaces differently

What are the most common features of what a future library might look like

Strategic Tactical

Qualitative

Quantitative

Deciding on a direction

Organisation

What elected councilors think

What senior managers think

What frontline staff think

Utilisation data


Information about customers’ use of existing services, including satisfaction, usage, efficiency, effectiveness, patterns

Organisation




Utilisation data


Media and public opinion

Complaints and overt needs

Segmentation data

Customers’ latent needs

Customers


Data about customers taken from surveys, census, purchasing and financialrecords



Segmentation data


Customers


MeIntuition

Organisation



Segmentation data


Customers




Utilisation data

Group exercise

Each group has 10 minutes to review the scenarios and discuss

What they need to find out

How they will develop insight

QuickTime™ and a decompressor

are needed to see this picture.


Data about customers taken from surveys, census, purchasing and financialrecords

Customers



Segmentation data


Organisation

Segmentation - NRS*

Grade

A

B

C1

C2

D

E

Social class

Upper middle class

Middle class

Lower middle class

Skilled working class

Working class

Underclass

Chief income earner’s occupation

Higher managerial, administrative or professional

Intermediate managerial, administrative or professional

Supervisory or clerical and junior managerial, administrative or professional

Skilled manual workers

Semi and unskilled manual workers

Casual or lowest grade workers, pensioners and others who depend on the welfare state of their income

* National Readership Survey; developed 50 years ago to segment readers of various publications, for advertising purposes

Segmentation - Acorn

Exercise

The council is trying to better understand its residents’ lifestyles, in order to suggest the most effective strategy for increasing recycling.

Looking at the data provided, what can you say about this resident? What kind of recycling strategy would work best for this type of person?

Who are they?

Married, one child, expecting another Moved to London from Israel ten years ago Renting three bed flat in Hampstead, North West

London Moved to the area because of catchment to

better schools Rides bike to work, recycles at home and at

work

Aviv Katz, Senior Designer, Engine Service Design

Who are they?

30, Not married, living with partner, no dependants Has owned house in Ashford for six and a half years Family and friends all live locally, nice quiet street, Good access to the motorway - important as she

drives to work In spare time enjoys salsa, capoeira, cycling Has started vegetable patch, recycles weekly and

has a compost bin

Sarah Palmer, Kent Graduate Programme, Kent County Council

Sources of insight

Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography

Differing project needs

Segmentation Utilisation

Engagement

What we think people need and

use

What services people use,

where and when

What people actually want


When is it important to develop insight about customers?

Exercise

Select an issue / theme that is relevant to your current work. Map out the different questions that could be asked, and methods for answering those questions.

Summary

Context and challenges Quantitative v. qualitative Sources of data and insight How this is relevant to my work

Any questions?

Keep in touch

Join our mailing list by emailing: [email protected]

For more information about SILK, go to www.kent.gov.uk/silk

the social innovation lab for kent insight into people,

Documents