1. www.esd-toolkit.org supported by a local government initiative Improving together esd-toolkit and customer profiling Using esd-toolkit for customer profiling in local government Jacqui McNish

2. supported by Improving together a local government initiative esd-toolkit is… Web based resource - assists Local Authorities (LAs) deliver their services Facility that enables local modelling of services delivered to citizens - Local Government Services List (LGSL) Living resource of national, regional & local information - improving Council services Collaborative community - shared knowledge and good practice Free to ‘register’ Annual subscription (£650 - £1,950 LA) - additional advantages - unlimited access Reporting / Take Up / measurement / benchmarking

3. supported by Improving together a local government initiative esd-toolkit objectives Enable local government and partner organisations to optimise shared knowledge and expertise – to meet their dynamic agenda and make a real change for the better in customer focused service delivery Develop practical help and relevant solutions to challenges by facilitating collaborative ways of working Help local authorities and others in the public sector to maximise efficiencies and evidence return on investment

4. supported by Improving together a local government initiative Organisation 16,000 + registered users 80+% have their own web space + model 10 toolkit local communities (TLCs) Several thematic working groups Accredited toolkit practitioners (ATPs) –training, peer support, beta testing Steering group (Owned and led by Local Government) –development – engagement - controlled lists, core content + standards

5. supported by Improving together a local government initiative Understanding what an organisation does Architecture for a public sector organisation Dynamic model of local government –Core + shared + tailored models Controlled Lists & schema - SSL/LGSL/SNL/LGNL/IPSV etc Content + templates Standards + self-assessment Reporting tool - results / statistics / benchmarking Communities / people / projects Process maps /documents FAQs and forms Forums / Toolkit Local Communities (TLCs)

6. supported by Improving together a local government initiative Controlled lists, standards and schemas available for all LGSL & SSL- Local Government Services List defines what LAs deliver and is being expanded to cover public sector services delivered in partnership LGATL - Local Government Agency Types List the types of agency responsible for delivering services. LGTL - Local Government Resource Type List “types” of electronic resources LGAL - Local Government Audience Type List defines the types of citizen to whom a service or local government resource is relevant LGBCL - Local Government Business Category List for populating the e-GMS 'subject' element for business related resources (in addition to IPSV) LGChL - The Local Government Channel List standard definitions of access/delivery channels LGCS - Local Government Classification Scheme supports Data Protection, FOI and records management LGDL - Local Government Directory List defines the generic structure of a UK local authority LGIL - Local Government Interaction List types of interaction has been used to help measure BVPI 157 – now does lots more! LGNL & SNL - Local Government Navigation List enables a user friendly web interface IPSV – Integrated Public Sector Vocabulary to help search and find electronically held resources across the public sector

7. supported by Improving together a local government initiative esd-toolkit “tree” of services subscriber benefit

8. supported by Improving together a local government initiative www.esd-forums.org

9. supported by Improving together a local government initiative Toolkit Local Communities (TLCs) - subscriber benefit

10. supported by Improving together a local government initiative Targeted Marketing Targeted Resourcing Business case For Transformation Service Quality Analysis Cost to Serve Equalities Impact Assessments Shared Services - Evidence to Support Channel Optimisation Community Development Place-Shaping Local Data ESD Toolkit Evidence Local Data Post Coded Service Information Evidence Customer Profile Data Profiles Service Cost Model Costs Transaction Costs Core Data Local Benefits Standards LGSL LGIL LGChl LGDL Community of support Bench Marking Best Practice Standards The Customer Profiling Project

11. supported by Improving together a local government initiative Phase 1 Project Partners LB Lewisham LB Waltham Forest LB Havering LB Redbridge LB Enfield Wokingham DC Luton Council Mendip DC Lancashire CCChorley DC NE Derbyshire East Northamptonshire

12. supported by Improving together a local government initiative Calculation of channel costs Business case for channel shift An understanding transaction volumes An understanding of the make-up of local communities The services that customer profiles tend to use. Comparisons between different local authorities What are we were trying to achieve?

13. supported by Improving together a local government initiative What are customer profiles?

14. supported by Improving together a local government initiative Channel Cost Formula

15. supported by Improving together a local government initiative Channel Costs ChannelTelephoneEmaile-formWeb Face-to- Face Direct Debit SourceChorley Lambeth/ EnfieldLambethTameside Enfield Lambeth /EnfieldChorleyLambeth Call Centre Call centre Call CentreIntegrated Cost per transaction £2.80£3.39£6.630.08p0.03p£10.56£6.490.02p

16. supported by Improving together a local government initiative Business for Channel Shift Profile group IDProfile type No of Transactions % of Transactions Cost to transact £10.56/ transaction Propensity to channel shift A1Global connections1390%£1,467.84High A2Cultural leadership4401%£4,646.40High A5Provincial privilege1900%£2,006.40Above Average A7Semi-rural seclusion10%£10.56High ASymbols of Success7701%£8,131.20High D21Respectable rows2,8453%£30,043.20High D27Settled minorities23,69227%£250,187.52Above Average DTies of Community26,53730%£280,230.72Above Average G41Families on benefits1460%£1,541.76Low G42Low horizons500%£528.00Low G43Ex-industrial legacy2210%£2,333.76Low GMunicipal Dependency4170%£4,403.52Low

17. supported by Improving together a local government initiative Transaction volumes Service transaction volumes for each LGSL service for all Local Authorities Channel transaction volumes for each access channel for all local authorities Channel transaction volumes for each service Transaction volumes for individual services Service transaction volumes for each profile type Channel transaction volumes for each profile type

18. supported by Improving together a local government initiative Service transaction volumes across all LA’s

19. supported by Improving together a local government initiative Channel transaction volumes across all LA’s (all services)

20. supported by Improving together a local government initiative Service Transactions for profile types Type G41 – families in benefits

21. supported by Improving together a local government initiative The make up of the local community and where different profile groups are located

22. supported by Improving together a local government initiative The location of type I49 in Lancashire We know where the largest pockets live The top services they use The access channels they choose The communication channels they are receptive to

23. supported by Improving together a local government initiative Identifying the services, customer types use locally

24. supported by Improving together a local government initiative Under standing profile trends nationally Planning applications – residential Housing benefit – new claim 3, local authorities, 45,918 transactions3, local authorities, 6,851 transactions

25. supported by Improving together a local government initiative How customer profiles use services Library services Council Tax Freedom PassPlanning Recyclin g & Refuse Additiona l services Adult Social Care Refuse - Failure Demand Housing benefits & Council Tax Benefit Disabled parking permits Business Rates Housing Services A57%25%4.60%2.40%4%2.30%2%N/A0.94%0.61%N/A B30.40%51.10%2.80%1.03%5.10%N/A2.90%3.60%0.72%N/A C58%24%5.40%N/A3.10%4.35%0.48%1.41%1.26%N/A D34%43%1.46%N/A4.40%2.20%1.59%N/A3.90%N/A E 36.340.552.07%N/A2.70%3.50%0.50%8.08%0.90%3.30%N/A F 20.10%41.10%3.06%N/A0.85%3.30%N/A17.20%1.15%2.20%6% G 5.60%17.9N/A 1.70%N/A0.73%6.80%N/A 0.44% H 32%42%4.70%N/A3.30%1.78%1.49%9%3.31%N/A1.80% I 30.2836.10%5.80%N/A1.24%9.10%N/A9.02%3.10%N/A4.40% J 44.20%30.625.10%N/A3.80%7.50%0.844.06%1.49%0.97%1.32% K5.40%62.30%1.08%7.31%11.60%N/A7.40%1.60%N/A0.93%N/A

26. supported by Improving together a local government initiative Local Authority Comparisons Comparison CriteriaLocal Authority 1Local Authority 2 Total number of households283,000275,000 Average no of benefit transactions per annum6,765280,486 Average annual telephone volumes2,000164,817 Average annual web volumes4,917Not Available Average annual face to face volumesNot Available115,699 Average cost per transaction -telephone call centre £3.01£2.91 Average cost per transaction – Face to Face£10.94£10.19 Average cost per transaction - Web£0.032Not available Cheapest available access channelWebTelephone Call Centre Principle profile group for LATies of Community 24% Welfare Borderline 8% Urban Intelligence 52%, Welfare Borderline 28% Highest service using profile groupTies of CommunityUrban Intelligence LGSL’s 62,63,65,66,67 Council Tax Benefit

27. supported by Improving together a local government initiative Caveats The data that these findings are based on where for differing periods, not all access channels are represented and data without postcodes or UPRN’s could not be profiled The information provided today is an indication of customer behaviour. The aggregated summaries will change as data from future phases of the project improves the accuracy

28. supported by Improving together a local government initiative Use of standards LGSL - servicesLGIL – interaction types LGChL – channel types

29. supported by Improving together a local government initiative Calculation of channel costs Business case for channel shift An understanding transaction volumes An understanding of the make-up of local communities The services that customer profiles tend to use. Comparisons between local authorities What we achieved

30. supported by Improving together a local government initiative Where next? Customer Profiling Project Phase III Pick ‘n’ mix Customer insight forum

31. supported by Improving together a local government initiative Further information Web: www.esd.org.uk/profilingwww.esd.org.uk/profiling Support: support@esd.org.uksupport@esd.org.uk Phase III: sheila.apicella@esd.org.uksheila.apicella@esd.org.uk

32. supported by Improving together a local government initiative esd-toolkit is…. A tool developed by local government Local authority lead and driven A networking, collaboration space which prevents the reinvention of wheels and saves time, effort and cost more cost effective than using traditional consultants a way of cutting risk by consensus a benchmarking / measuring / reporting tool an effective and supportive resource to move government organisations forward in the efficiency agenda

33. www.esd-toolkit.org supported by a local government initiative Improving together Thank you for listening! Jacqui McNish jacqui.mcnish@btinternet.com 07983 477 944