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Customer Insight Seminar
Customer Services for London
Mary Tetlow
13 February 2008
www.tetlowassociates.com
Developments and benefits of customer insight
Developments: the case for standardisation of approach
Benefits:
•Demonstrable increase in customer satisfaction?
•Staff motivation
Public service organisations need to know about me:
What my expectations are
How I feel about the services I use, and why
What I would like them to change to make it better for me
The services I need but don’t use, and why
About others who share characteristics with me
Whether services are getting better or worse for me, and why
Developments: the case for standardisation of approach
•Knowledge
•Insight
•Responsive services
Gathering data is not the same as understanding
Benefits:
Demonstrable increase in customer satisfaction?
•Are all the drivers of satisfaction being addressed?
•Are differences within the population adequately addressed?
Staff motivation
•We know that if staff feel that their service is truly customer focused, they feel more motivated
A protocol for customer insight
Some lessons from the history of measurement
•The need for standardisation has been recognised for centuries
•However, many think their home made system is the best
•Without standardisation there would be no communication for fundamental elements of daily life
•It seems to be the biggest and the strongest who resist change longest……..
The minimum data we think you should collect:
•Geographical data•Date of birth•Gender•Ethnic group
The data we recommend you also collect:•Carer status•Disability status•NS-SEC•Employment status
You might also like to consider:
•Household income•Religion•Sexual orientation
You need to think carefully about:
•Making the data anonymous•How you instruct survey companies•How you will keep and share the data
Alongside this, you should also think about:•How you will approach segmentation•How you are going to ensure data is shared
And perhaps most important of all:•How you will build customer insight into the organisation’s processes, culture and ethos
Segmentation
The point is to seek to understand difference and use that knowledge to improve people’s lives.
Using standard classification systemsit is possible to map your data, held in standard formats, onto other data including standard classification models (ONS and commercial products), and thus make it much more powerful.
Segmentation: using the same data for different purposes
Social services segmentation model:Segment A B C D E F GDescription Elderly
populationin carehomes
Elderlypopulationreceivingdomiciliarycare
Elderlypopulationreceivingother carepackages
Elderly populationlikely to require carepackages, living indeprivedneighbourhoods
Non-elderlypopulationreceivingcare
Otherpopulationsat high riskof needingcare
Low risk /NApopulations
Key datarequired tocreatesegmentation
Age, and user data Age, postcode Age,postcode
Age,postcode,sex,ethnicity
Age,postcode,sex,ethnicity
Police, for youth justiceSegment 1 2 3 5 6Description Youth offenders
known to policeHighest risk: Maleyouths from the mostdeprived, highest crimeneighbourhoods
Other residents ininner city areaswith highvictimisation
Affluent areaswith a maturepopulation(few children)and low crimerate
Low risk / NApopulations(e.g. retirementareas and ruralretreats)
Key data required tocreate segmentation
User data(including age,sex, ethnicity andpostcode)
Age, sex, postcode Postcode Age, postcode Age, postcode,sex, ethnicity
Customer satisfaction
Drivers of satisfaction:Framework for
detailed experience questions based on
standard model
Timeliness
Staff attitude
Delivery
Information
Staff professionalism
Detailed experience
questions developed through
qualitative and quantitative research
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Customer satisfaction with library services
Drivers of satisfaction:Framework for
detailed experience questions based on
standard model
Staff professionalism
Detailed experience
questions developed through
qualitative and quantitative research
Did the staff member come with you to
locate the book you were asking for?
Did anyone show youround when you joined?
Tools for the job
Customer Insight
Know who Customers are
Understand their experience
Know what they care about
Build knowledge into decision making
Customer Insight
A uniting vision of what you are trying to achieve
Customer Insight Seminar
Customer Services for London
Mary Tetlow
13 February 2008
www.tetlowassociates.com
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