The Social Innovation Lab for Kent Insight into People,

Understanding customers “Be obsessed with your customers, not markets. A market never paid a bill” Tom Peters, Business Management ‘guru’

Understanding customers “Be obsessed with your customers, not markets. A market never paid a council tax bill, or needed a place in a school of its choice”

Customers  Users  Residents  People

SILK Aims 1.To provide a ‘safe space’ and a creative approach to tackling any number of strategic challenges, in order to develop new responses to apparently intractable problems, based on the realities of people’s lives 2.To build the capacity and skills of staff across the council – and indeed its partners – to focus on citizens and experiences, rather than services and organisations, when developing strategy and implementation plans. KCC Corporate Plan 2009

Insights and ideas can and should come from anywhere and everywhere People are usually the experts of their own lives, their families and communities The principles that define SILK

Platforms and tools for collaborative working The principles that define SILK The more people we involve, the greater the chance of making it stick

Understanding customers Why is it important for a local authority to develop insight about its customers?

Types of insight StrategicTactical Qualitative Quantitative

Types of insight Why some people don’t renew books online How many users renew their books online How are people using knowledge resources and civic spaces differently What are the most common features of what a future library might look like StrategicTactical Qualitative Quantitative

Deciding on a direction Organisation  What elected councilors think  What senior managers think  What frontline staff think  Utilisation data

Deciding on a direction Information about customers’ use of existing services, including satisfaction, usage, efficiency, effectiveness, patterns Organisation  What elected councilors think  What senior managers think  What frontline staff think  Utilisation data

Deciding on a direction  Media and public opinion  Complaints and overt needs  Segmentation data  Customers’ latent needs Customers

Deciding on a direction Data about customers taken from surveys, census, purchasing and financial records  Media and public opinion  Complaints and overt needs  Segmentation data  Customers’ latent needs Customers

Deciding on a direction Me Intuition Organisation  Media and public opinion  Complaints and overt needs  Segmentation data  Customers’ latent needs Customers  What elected councilors think  What senior managers think  What frontline staff think  Utilisation data

Group exercise Each group has 10 minutes to review the scenarios and discuss  What they need to find out  How they will develop insight

Deciding on a direction Data about customers taken from surveys, census, purchasing and financial records  Customers  Media and public opinion  Complaints and overt needs  Segmentation data  Customers’ latent needs Organisation

Segmentation - NRS* Grade A B C1 C2 D E Social class Upper middle class Middle class Lower middle class Skilled working class Working class Underclass Chief income earner’s occupation Higher managerial, administrative or professional Intermediate managerial, administrative or professional Supervisory or clerical and junior managerial, administrative or professional Skilled manual workers Semi and unskilled manual workers Casual or lowest grade workers, pensioners and others who depend on the welfare state of their income * National Readership Survey; developed 50 years ago to segment readers of various publications, for advertising purposes

Segmentation - Acorn

Exercise The council is trying to better understand its residents’ lifestyles, in order to suggest the most effective strategy for increasing recycling.  Looking at the data provided, what can you say about this resident?  What kind of recycling strategy would work best for this type of person?

Who are they?  Married, one child, expecting another  Moved to London from Israel ten years ago  Renting three bed flat in Hampstead, North West London  Moved to the area because of catchment to better schools  Rides bike to work, recycles at home and at work Aviv Katz, Senior Designer, Engine Service Design

Who are they?  30, Not married, living with partner, no dependants  Has owned house in Ashford for six and a half years  Family and friends all live locally, nice quiet street,  Good access to the motorway - important as she drives to work  In spare time enjoys salsa, capoeira, cycling  Has started vegetable patch, recycles weekly and has a compost bin Sarah Palmer, Kent Graduate Programme, Kent County Council

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight  Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Differing project needs Segmentation Utilisation Engagement What we think people need and use What services people use, where and when What people actually want

Understanding customers When is it important to develop insight about customers?

Exercise Select an issue / theme that is relevant to your current work. Map out the different questions that could be asked, and methods for answering those questions.

Summary  Context and challenges  Quantitative v. qualitative  Sources of data and insight  How this is relevant to my work

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