Learning from Across the Border

Learning from across the border Organisations are at different stages in relation to using and analysing equality information from customer profiling and other sources. Equality related customer profiling information may be used: to adapt services to meet the individual customers needs. for statistical purposes to make sure all customers can access organisation’s services and to improve service delivery.

Learning from across the border Currently many organisations that have collected customer profiling information will present it in the following format: The question is when only analysed to this level what does this data actually tell us?

Learning from across the border It does tell us a few things: It gives an indication of the diversity of our tenant base and the make up and the proportion of diversity against the overall customer population e.g. 38% of our tenants are over 65 years old e.g. 34% of our tenants have a disability

Learning from across the border For this information to be more useful: Customer profiling information needs to be linked to data relating to service areas Data needs to be compared (with external sources, over time, internal sources etc.) Data needs to be set in context in relation to service area You need to explore the story behind what the data is showing as part of the analysis and whether as a result the organisation needs to carry out further action. Mechanisms and outcomes from doing this need to link into the organisations service improvement frameworks.

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ ‘Access to Service's Diversity Profile reports’ form part of a programme for reviewing access to their services. The findings of the reports with their recommendations are reported to East Durham Homes Equality and Diversity Panel.

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ Some of the areas reports have looked at include: Tenancy Sustainment, Durham Key Options Housing Register Customer involvement Furniture Services Customer Satisfaction Leaseholder Management

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ For the reports the organisation has had to link customer profiling data to data relating to other service areas: e.g. Linking Choice Based Lettings Data relating to bids (bids received, non bidders, successful bidders, unsuccessful bidders) to customer profiling information from applicants.

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ e.g. Linking Customer Profiling Information to termination of tenancies or those receiving tenancy sustainment services

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ For the reports the organisations has had to compare different data e.g. Comparison of customers involved, customer profile and STAR incentive scheme for involvement by age profile

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ e.g. Comparison of number of furniture packages provided. Percentage of furniture packages, current customer profile, percentage of customer profile by sexual orientation

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ The report has enabled them to set the data in context in relation to different service areas. This helps with the analysis and to demonstrate its relevance in relation to the organisations work and wider strategic objectives.

Learning from across the border Customer profile analysis of tenancies terminations and the Tenancy Sustainment Service report Provides overview of background to tenancy terminations e.g. information on average length of tenancy number of tenancy terminations for 2009/2010 reasons customers leave their properties comparison data for customers terminating compared to those tenancies terminating in the first 12 months

Learning from across the border East Durham Homes – ‘Access to Service’s Diversity Profile Report’ For the report the organisation has had to analyse and identify the story behind what the data is showing and whether as a result the organisation needs to carry out further action.

Learning from across the border Non Bidders – Choice Based Letting Younger age groups and = 58% of total bids received Older age groups and 65+ = 11 % of total bids received. Initial analysis of data suggested that the older age groups may not be accessing the service and there may be barriers preventing them from placing bids.

Learning from across the border Non Bidders – Choice Based Letting Carried out a survey with 65+ group to investigate this further. High response rate to the survey (73%) 84% of respondents did not have difficulty accessing the service - analysis showed that they were not ready to move or had not identified a property suitable for their needs or that they wanted to bid for.

Learning from across the border Non Bidders – Choice Based Letting For the remaining 16% the organisation was able to address various issues that were raised: VASO contacted those who did not know how to bid for property Addressed communication needs (guides in audio format, large print adverts, developing easy read guide) Additional assistance (using the internet, explaining the bidding scheme and system to family members offering support)

Learning from across the border Links in to the organisations service improvement frameworks: - programme for reviewing access to their services - findings being reported to their Equality and Diversity Panel - recommendations made to directors They sit alongside the organisations equality scheme, EQIA, mystery shopping activities etc. The reports are drawn up by managers/ staff for the service area being considered

Learning from Across the Border In conclusion this example highlights the need for Customer profiling information to be linked to data relating to service areas Data needs to be compared (with external sources, over time, internal sources etc.) Data needs to be set in context in relation to service area You need to explore the story behind what the data is showing as part of the analysis and whether as a result the organisation needs to carry out further action. Mechanisms and outcomes from doing this need to link into the organisations service improvement frameworks.