Experian Presentation to CMT 22'04'09

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Customer Insight Transformation
23rd September 2009
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Agenda

• Experian in the context of the transformational
  agenda
• How we got to where we are
• Project Outputs
• Barriers and challenges
• Benefits realised

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One Barking and Dagenham

• Delivering excellent services.
• by working together as one seamless team
• with our partners
• creating a supportive work environment
• where everyone can deliver, with the right
  tools.
• For the residents of Barking and Dagenham
• In order to do this, we need to
• Know and understand the needs of our customers
• Know how good we are at meeting those needs
• Know if it is value for money

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Experian Process How we got to where we are

• NHS BD and LBBD
• Information gathered from consultation with
• ACS
• Childrens Services
• Customer Services
• Resources
• NHS BD

Merge with Experian National Datasets
Customers profiled in to groups
Quality Assurance process with Council and NHS
BD Stakeholders
Outputs
Character Analysis
Service Analysis
Access Analysis
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Summary of Groups in Barking Dagenham

..These are our customers and clients
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Character Analysis
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(No Transcript)
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BD Service Delivery Framework

• Compares partnership priorities and targets with
  how much customers are using the service
• Provides a total view of customer usage across
  many service areas
• It is a live document, as the BD partnership
  move on with CI so will the SDF
• Training has been provided to interpret this
  document to avoid incorrect analysis being created

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Service Analysis
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Barriers and Challenges

• Sharing data to household level
• Data protection
• Governance
• Transferring skill-set across the organisation

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Identified Council quick wins for
prioritisation

• What is the opportunity for channel switch and
  for which services is it appropriate
• Who is not on benefit but should be?
• Promoting leisure facilities targeting free
  swimming for the over 60s
• Tackling domestic dwelling crime
• Increasing the number of people registered to
  vote and linking this to GP surgery registrations

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Some Outcomes

• Joint free swimming and freedom pass sign up
• Signpost free swimming service when customers
  phone up for a green garden bin
• Identified clusters within 3 specific groups who
  are more likely to be burgled - working jointly
  with the Police to combat.
• Take information to where people already are
• target Council locations like Childrens
  Centres, Libraries and Leisure Centres as
  information platforms and also Bingo Halls, Pubs,
  AE unit

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Benefits Realised

• Join up of services across the council
• Increased service take up where CI has been used,
  e.g. free swimming sign up
• Greater targeted work with partners like police
  and PCT

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Thank you and questions
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23rd September 2009