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