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Claire Thompson
Corporate Policy & Community Manager
10 March 2011
The Havering Over 65s Consultation Project
Havering’s Customer Segmentation Tool
• Mosaic – 2006 – generic customer profile tool based on “general” characteristics
• A tale of two cities!• In 2009, a bespoke segmentation tool• 10 segments, specific to our population
Havering’s Customer SegmentsHavering Segment Count of Households Percentage of Households
Group A 6,872 7.36%
Group B 16,445 17.61%
Group C 10,724 11.48%
Group D 7,946 8.51%
Group E 7,075 7.58%
Group F 5,692 6.10%
Group G 15,962 17.09%
Group H 1,744 1.87%
Group I 14,686 15.73%
Group J 6,240 6.68%
Havering Group I 15.73% of Households
Ward RankingsGooshays 23.31%
Upminster 0.22%
Who are they?• Middle Aged Couples and Low
Income Pensioners
• Reliance on State Pension
• Manual employment
• Semi-Detached and Terraced Homes
• Low-rise, purpose built flats
• Low Car Ownership
• Rented Homes
• Low Household Incomes (<£13,499)
• Low Savings
Aims of the Project• Evolved as the project progressed!• Part of wider programme of activity to engage with
residents more effectively on a face-to-face basis• Consult with vulnerable older people on council
services, to encourage take-up and take feedback on services, specifically:
• Older residents that are most in need of support or direct services, and
• Older residents who may be unaware of the full range of services they are eligible to use.
• Using Customer Insight, target consultation more effectively
• Increase customer satisfaction with Council
Project DeliverablesOriginal Targets:
• 500 older people contacted or visited• 150 referred to Council and Partner services• Increased satisfaction of older people with council
services since last year• Reduced avoidable contact by older people
contacting the council
Actual Performance to date:• 1235 residents contacted and 564 visited in their
own homes• 2824 requests for services or more information
What the project involved• Recruiting the volunteer researchers
• Training the volunteers & producing information packs
• Identifying the target households on a map
• Household visits with older people
• Questionnaires compiled
• Basic needs assessments carried out
• Referrals made
• Follow-ups with the older people visited
• Evaluation
Who was involved?• Cheryl Coppell, Chief Executive (Project Sponsor)
• Community Engagement, Communications and Policy teams
• Other council services (eg. Adult Social Care, Community Safety)
• Partner organisations: HAVCO, CAB, Police, Age Concern, Fire Service and others
• Volunteers!
How We Used Customer Insight
• Identified 5000 Category I residents over 65
• Identified a sample of their addresses
• Plotted them on a map
• Contacted residents to arrange household visits
• This meant we were only targeting specific households
Outcomes• Early Intervention Successes:
• CAB advised a resident living in hardship who is now £120pw better off
• Referrals to NHS Community services for dental implants
• A number of older people were assessed for social care support through Havering Direct
• Huge increase in aids and adaptations take-up• Garden clean-ups• Housing improvements identified
• £64,806 in unclaimed benefits identified• Increased skills of the volunteers• Face to face service highly effective and
well received by customers - 98% satisfaction
• Cost savings of using volunteers (1152 hours = £14,400
• Key issues: social isolation, lack of awareness of support
Lessons learned
• Style of questionnaire – to be refined to capture more detailed feedback
• Referral process improvement from phase 1 to phase 2
• Using volunteers can be a double edged sword!• Customer insight extremely effective in targeting
services to those most in need
What next?
•Telecare take up
•Council Tax DD take up
•Parking Permits/Fines
•Green Waste
•Benefit Take up