MELTON UNIVERSAL CREDIT PILOT
East Midlands Councils – Strategic Housing Group12th June 2013
KEITH AUBREYSTRATEGIC DIRECTORMELTON BOROUGH COUNCIL
Key Aims of Pilot
• 1800 working age benefit claimants, therefore circa 900
• Understand the barriers faced by this cohort of people
• Explore ways of overcoming these barriers
1. DIGITAL INDEPENDENCE – GET 50% 0F OUR WORKING AGE CLAIMANTS USING DIGITAL SERVICES
2. FINANCIAL INDEPENDENCE – WORK WITH 60 COMPLEX CASES – GET 20 INTO WORK
• Dedicated MBC Employability and Skills Project Worker
• Works Alongside SLF workers (Troubled Families).
• Referrals from across partners – most complex cases.
• Complex issues such as mental health, substance misuse,
homelessness, learning difficulties, debt
• Single assessment of needs, single point of contact
• MBC People Team - Team around the family approach.
3. INTEGRATE SERVICES TO IMPROVE FACE TO FACE ACCESS FOR THE MOST VULNERABLE PEOPLE
• Ultimately in Parkside – but CC’s for the pilot
• Test different ways of dealing face to face lone parent new joiners
interviews and lone parent JSA interviews Children’s Centre – Delivery by JCP Different Children’s Centre – Delivery jointly by MBC and JCP Delivery by JCP in their existing location
• Beyond Pilot – Multi-agency triage process is the ambition
Activities and Learning
ACTIVITY TO DATE – DIGITAL INCLUSION
Customer Insight – Deep understanding of cohort
Mosaic Data with Our Working Age Benefit Data
Joint Survey with JCP of JSA Claimants
New Council Tax Support Scheme – On Line Review
Council Tax Support - digital by default service
Developed a Campaign to target Cohort
Website Improvements – Monitoring Usage
• Mosaic Public Sector is a citizen classification designed specifically for use by the public sector and focuses on the needs of citizens.
• It provides a detailed and accurate understanding of each citizen's location, their demographics, lifestyles and behaviours.
• Melton’s Mosaic Public Sector profile can be used as a soft intelligence, evidence based framework to support in the development of targeted strategies.
ABOUT MOSAIC
MOSAIC PUBLIC SECTOR CLASSIFICATION FOR MELTON BOROUGH Mosaic Public Sector classifies citizens into one of 7 Supergroups, 15 Subgroups and 69 Types. These paint a
rich picture of our customers in terms of their socio-economic and socio-cultural behaviours. Rank Mosaic Public Sector Groups Your area/file % Comp. % Pen. % Index
1 D Successful professionals living in suburban or semi-rural homes 4,778 22.18 11,440 23.17 41.77 96
2 B Residents of small and mid-sized towns with strong local roots 3,356 15.58 7,615 15.42 44.07 101
3 A Residents of isolated rural communities 2,364 10.98 5,414 10.97 43.66 100
4 E Middle income families living in moderate suburban semis 2,342 10.87 5,953 12.06 39.34 90
5 J Owner occupiers in older-style housing in ex-industrial areas 2,151 9.99 4,903 9.93 43.87 101
6 F Couples with young children in comfortable modern housing 1,330 6.18 3,246 6.57 40.97 94
7 K Residents with sufficient incomes in right-to-buy social housing 1,263 5.86 3,209 6.50 39.36 90
8 M Elderly people reliant on state support 1,041 4.83 1,720 3.48 60.52 139
9 H Couples and young singles in small modern starter homes 784 3.64 1,379 2.79 56.85 130
10 I Lower income workers in urban terraces in often diverse areas 758 3.52 1,473 2.98 51.46 118
11 L Active elderly people living in pleasant retirement locations 537 2.49 961 1.95 55.88 128
12 O Families in low-rise social housing with high levels of benefit need 362 1.68 895 1.81 40.45 93
13 C Wealthy people living in the most sought after neighbourhoods 361 1.68 994 2.01 36.32 83
14 G Young, well-educated city dwellers 111 0.52 172 0.35 64.53 148
15 N Young people renting flats in high density social housing 0 0.00 0 0.00 #DIV/0! #####
Findings: Demographic profile and self service
A B C D E F G H I J K L M O 99 - None02468
10121416
Mosaic Group of HB and CTB working age claimants according to likelihood to self serve
Dark green, Pale green: Very likely, LikelyYellow: Neutral
Orange, Red: Unlikely, Very unlikely
Mosaic Group
% o
f tot
al
• 26% of claimants are likely to self serve• 36% of claimants are neither likely nor unlikely to self
serve• 36% of claimants are unlikely to self serve
The face of the CTS process
So far...
Cohort 1 Letters sent: 334 (03/05/2013)Reminder Letters: 225 (30/05/2013)
CTS review completions : 137Completion via internet: 124Completed with assistance : 13
Cohort 2Letters sent: 526 (07/06/2013)
CTS review completions : 24Completion via internet: 22Completed with assistance : 2
Cohort 1&2 Total number of registration attempts: 278Total number of Self Service Account Creations: 252
Cohort 1 & 2: Stats: 03/05/13 - 12/06/13CTS registration Page Figures
Page: www.melton.gov.uk/ctsreviewPage views: 712 Unique Page views: 381
288 followed the CTS instructions and went straight through to the URL (this page).
93 entered the process via the homepage.
Cohort 1 & 2: Stats: 03/05/13 - 12/06/13Self Serve Account Figures
342 unique page views on the login page252 Self service account creations over all
Cohort 1 & 2: Stats: 03/05/13 - 12/06/13Overall CTS Process
Average Visit Duration: 00:06:40
Largest Dropout: Filling in personal details
334 letters distributed to 1st cohort
225 reminder letters distributed to 1st cohort
526 letters distributed to 2nd cohort
Mobile Devices
30% of customers attempted the review process through a mobile device
Top 3 Devices
Apple iPad
Apple iPhone
Samsung GT
Barriers so far...
“Does not think that MBC / Gov should be forcing people to use computers, not everyone has one or is computer literate. Regardless of
the amount of help given, it is losing the personal touch.”
“Does not want to complete the review as she does not know how to even turn a computer on let alone get an email address and register online. Does not think it is fair that people who are not computer literate should be made to use online services when they do not feel comfortable doing this. Also is disabled and, therefore, would struggle to sit at a computer and operate it properly.”
“Only receives a small amount of benefit and has had to supply so much information in the past already.”
“Never used a computer and don't intend to start.”
“Has medical condition so unable to use a computer
as makes them feel ill.”
“Full time carer for 8 year old son with medical condition along with two other young children, wife
works to help support the family. He and his wife do not have the time or the energy to deal with anything else as their situation is never likely to change (he will never be going back to work) as his son is unlikely to get any better. He prefers to speak to a human being who can
understand his situation and answer questions that may arise as he goes along. He says if this becomes fully mandatory then he will ignore all letters and let us
chase him as he hasn’t physically got the time to leave his son to spend the time contacting us.”
ACTIVITY TO DATE – FINANCIAL INCLUSION
Employment and Skills Worker - MBC
Individually tailored support and mentoring service
Strengthened working relationship with JCP
12 so far into work – Case Study
CASE STUDY – FEATURED ON SUNDAY POLITICS SHOW Divorced mother of 3 children – Engaged Oct 2012 Drug/Alcohol addiction, massive debts, homelessness. Received help and support to navigate what can seem a
daunting and complex system support from CAB to manage debt professional help for drug addiction Access to training to get essential basic work skills Sorting out housing issues
Now working as a part time carer and training to be a junior youth workerShe says “the change has been massive and the support I have had has been amazing”
Other Insight Findings: MatrixMosaic Public Sector 2009 Group Likelihood to
claim benefitsDWP Survey –
Likelihood to be on JSALikelihood to be
a CAB client
A Residents of isolated rural communities Quite unlikely Quite unlikely Quite unlikely
B Residents of small and mid-sized towns with strong local roots Neutral Neutral Neutral
C Wealthy people living in the most sought after neighbourhoods Very unlikely Very unlikely Very unlikely
D Successful professionals living in suburban or semi-rural homes Very unlikely Very unlikely Very unlikely
E Middle income families living in moderate suburban semis Quite unlikely Neutral Quite unlikely
F Couples with young children in comfortable modern housing Quite unlikely Quite unlikely Quite unlikely
G Young, well-educated city dwellers Very likely Very likely Very likely
H Couples and young singles in small modern starter homes Very likely Quite unlikely Very likely
I Lower income workers in urban terraces in often diverse areas Very likely Very likely Very likely
J Owner occupiers in older-style housing in ex-industrial areas Neutral Quite likely Quite likely
K Residents with sufficient incomes in right-to-buy council houses Very likely Very likely Very likely
L Active elderly people living in pleasant retirement locations Quite unlikely Neutral Quite unlikely
M Elderly people reliant on state support Very likely Very likely Very likely
O Families in low-rise council housing with high levels of benefit need Very likely Very likely Very likely
ACTIVITY TO DATE – INTEGRATED SERVICES
Worked with JCP (Seconded member of staff)
Lone parent new joiners – different locations and
approaches
High failure to attend (16%) and re-booked (29%)
New arrangements went live 8th April
Early results – No improvement on FTA rates
Quality of interviews appears to be better
Engagement Plan
ENGAGEMENT PLAN
Separate plan for each Mosaic Group – Part of Campaign
Take account of different preferences and tailor
appropriately
Pro-active contact by front line staff – 540 of most
deprived
Focus groups established to obtain deeper insight– Ability to self serve– Financial independence and work readiness
Digital Inclusion
Digital Inclusion
• What makes something “cool” for them• Quality of the service – including their accessibility and modern• What they do – is it “relevant to my life”• The underlying values of the organisation
Digital Inclusion
• What do they access (middle third)• 3 of 5 bank on-line• All but one do some shopping• All but one do some social networking
• Barriers• End to end process not right • Nervous that might get it wrong• Security – don’t trust the sector with technology• Preference (literacy or computer literacy)• Cant ask for help when online• No access (either cost or location)
Local Support Services Framework – February
2013
LSSF – KEY MESSAGES
Targets People who need Extra Support (F2F)
Heavy Emphasis on Partnership Working
Better Support Than Ever Before
Holistic and Integrated Claimant Support
Funding to come down to partnership delivery groups
Funding to be linked to Outcomes
Digital, Financial and Social Independence
LSSF – Melton Partnership Delivery Group
6 Key Work Areas (Beyond the Pilot)
Parkside Ground Floor/Triage/Consent
(Virtual) Work Club Development
Me and My Learning Skills Centre
Local Area Co-ordination
Communication and Engagement
Service Mapping – Universal/Targetted
Defined Cohort
Digital independen
ce
How to measu
re succes
s?
Financial independen
ce
Social independen
ce
Partnerships
Projects / Initiatives
Services
Universal OR
Targeted?
What partnershi
ps are working in this space?
What are the
objectives / targets for these
partnerships?
Partners
Which partners
lead what services, projects
and partnershi
ps?
What are the core
objectives for these partners?
The Whole Picture
Focused on digital,
financial or social
independence?
KEY CONTACT DETAILS:
Follow me on Twitter - @KeithAubreyhttps://twitter.com/#!/KeithAubrey