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Merseyside Fire and Rescue Service – Fire Incident Reduction Partnership Project Update
Using Customer Insight to Understand Complex Issues Event10th March 2011
John L Curtis – Director, Knowledge and Information Management Emma Higgins – Customer Insight Project Manager
SETTING THE SCENE:SETTING THE SCENE:
Merseyside is a metropolitan district covering the council areas of Knowsley, Liverpool, Sefton, St Helens and Wirral
Merseyside Fire and Rescue Service (MFRS) operational area covers a resident population of over 1.4 million
For some time, MFRS has moved from being purely an emergency response service to engagement in proactive Community Safety initiatives
Since the introduction of the Home Fire Safety Check in 1999: Reduction of Accidental Dwelling Fires by nearly 40% Reduction of related injuries by almost 75% Reduction in related fatalities by nearly 40%
Accidental Dwelling Fires in Merseyside
0
500
1000
1500
2000
2500
Year
Accidental Dwelling Fire Injuries in Merseyside
0
50
100
150
200
250
300
350
400
450
500
Year
SETTING THE SCENE: SETTING THE SCENE: Reduction in incidents from 1997 - 2010
Accidental Dwelling Fire Fatalities in Merseyside
0
2
4
6
8
10
12
14
16
18
Year
THE CHALLENGE…THE CHALLENGE…
Liverpool is one of the most deprived districts in the country. MFRS have been proactive in reducing the risk of accidental dwelling fires and fatalities, however, there are a small number of fatalities occurring in ‘out-of-context’ locations
The most deprived area in the country is in Speke, which is within the Merseyside area
An increasing ageing population– approx 20% are of pension age or over
Declining population – Population outflow exceeds inflow by
nearly 8%
Source: Northwest Pocket Databank April 2010
www.geograph.org.uk
FIRE RISK REDUCTION PARTNERSHIPFIRE RISK REDUCTION PARTNERSHIP
Merseyside Fire and Rescue Service is working in partnership with other local authority departments, police, health, voluntary sector and other key partners to deliver initiatives to help reduce the risk of fire and improve the quality of life of those most a risk/most vulnerable in our communities
We will utilize the positive image of the fire service to proactively signpost our partners initiatives when carrying out our own initiatives within the community
Working with:-
Wirral Adult Social Care Services Wirral Revenue and Benefits
Wirral PCT Liverpool John Moores University
Merseyside Police
FIRE RISK REDUCTION PARTNERSHIP:FIRE RISK REDUCTION PARTNERSHIP:AIMS AND OBJECTIVESAIMS AND OBJECTIVES
1. Reduce the number of accidental dwelling fires and related injuries and fatalities
2. Improving signposting to early intervention services, giving our residents more choice and control and also enabling them to live independently in their own homes
3. Improve data sharing across organisations to create a ‘vulnerable person profile’ and agree a generic definition of vulnerability
4. Improve understanding of the communities need through a customer segmentation model
SEGMENTATIONSEGMENTATION
MFRS has engaged with partners to create data sharing agreements - Data is now being shared and exchanged for Housing Benefit Claimants, DWP Benefit Claimants, Known to Social Care Services…nearly 40 agreements in place across Merseyside
In addition, approx 30 aggregated datasets identified
Shared data will be aggregated and combined with other aggregated data sets to create a ‘rich picture’ of community need(s)
Segmentation process will be completed using a statistical software package – it is expected that between 10 – 15 segments will be created giving an insight into community need(s)/Risk
Data Transfer Report through AVCO. Benefits Data held by Local Councils
Partner Name
First Transfer Date
Last Transfer Date
All Transfer Dates
Number of Records
Liverpool Direct
11/12/2008 13:09
16/02/2011 11:16
11/12/2008 13:09 6951
17/12/2008
08:37 6843
10/11/2010
12:25 662
Wirral Finance
10/11/2010 12:29
14/02/2011 09:52
10/11/2010 12:29 3468
01/12/2010
14:18 3741
01/12/2010
14:19 3605
01/12/2010
14:19 3700
Sefton Council
16/12/2010 13:53
14/02/2011 09:55
16/12/2010 13:53 1645
TOTAL NUMBER 30,615
Please note ISA signed by both Knowsley and St Helens Benefits teams. Awaiting Information to be sent.
This data received by MFRS is data held by a Local Council Benefits Team eg Housing Benefit. It is not DWP data.
MERSEYSIDE FIRE AND RESCUE SERVICE MERSEYSIDE FIRE AND RESCUE SERVICE ONTOLOGYONTOLOGY
We need to understand “risks” associated to a “person” as well as the “risks”associated to a “property”. By doing so we will make Merseyside “safer, stronger, healthier”.
Ontology = An Ontology is more specific in defining a concept and its relationships.
Property
Risk People
© Merseyside Fire and Rescue Service
IDENTIFYING DATAIDENTIFYING DATA
Merseyside Fire and Rescue Service
NHS WirralWirral MBC
•Health & Lifestyles Data•Perception Studies•Joint Strategic Needs Assessment
•Housing & Benefits•Perception Studies
•Incident Data•MOSAIC•HFSC Data
Police Data•British Crime Survey•Incident Stats
Sport England Profiling
CUSTOMER INSIGHTCUSTOMER INSIGHT
VULNERABLE PERSON PROFILING VULNERABLE PERSON PROFILING
Living Alone
Elderly
Known to Social Care
Claims Benefits Disability
Lone Parents
Vulnerable Person
Vulnerable person is likely to be known by other departments or agenciesbut may live in an area typically defined as low risk – i.e. Not linked to
deprivation
NEXT STEPS... NEXT STEPS...
Detailed segmentation of our community will be created in addition to the vulnerable person profile - Pilot will commence in April to test this methodology
Community Safety Advocates will use the vulnerable person profile to identify individuals who may need priority visits from the fire service, other information in the segmentation profile will assist the user in understanding the needs of that segment in the community
Example – if known to MFRS, a Home Fire Safety Check can be made, may reduce risk of injury in a fire, therefore reduce service demands for hospitals and A&E…can also signpost to ensure individual is accessing services relative to need(s)
The aim is to roll out Merseyside wide and use the methodology for joint decision making between MFRS and key partners
OUTCOMESOUTCOMES
Some outcomes of this project will include:
Empowerment and Personalisation – the citizen will have more choice and control and the ability to access services relative to need(s)
Assist in helping NHS Wirral reduce the number of smokers by half by 2020 Allowing people to live independently for longer
Localism – will support the need(s) of local communities relative to their local wants and expectations
Will promote the purpose of MFRS – to make Merseyside a Safer, Stronger and Healthier place to live
Reduce accidental dwelling fires by 15% (3 fires from total of 22 in 2009-10) in Birkenhead and Tranmere and 33% Heswall (1 fire from a total of 3 in 2009-10)
Reduce moderate accidental dwelling fires by 20% (1 fire from a total of 5 in 2009-10) in Birkenhead and Tranmere. Keep number of moderate accidental dwelling fires at 0 in Heswall.
