Electronic Service Delivery Toolkit

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Electronic Service Delivery Toolkit

• Customer Profiling
• Ali Hale

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Outputs in summary

• Data
• Ward level profiling data for all esd-toolkit
  subscribers ALL
• PC or Household data for participant who dont
  have data
• Characteristics of profile groups, detailed
  attributes of profile types ALL
• Software ALL
• Interoperability of profiling and volumes data
• Storage of data per LGSL/LGIL/LGChL/Profile group
  / Time period
• Reports and graphs for analysis
• Project resource sharing
• Cost modelling tool to show implications of
  channel shift
• Consultancy
• Define service to be profiled, how and resources
  needed
• Guide on data collection and responsibility for
  passing it to project
• Report on data analysis findings and implications
  for LA strategy
• Generic reports on methodologies for profiling
  and channel shift ALL

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Profiling inputs and outputs
Documented logic to establish standard approach
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Services covered
766 services in total
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Cleansed data
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Assigning LGSL references
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Data Collected

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esd-toolkit features
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Citizen profile analysis

• View ward and output area profiles by maps
• Download profiles with attributes
• Income band
• IMD ranking
• 6 different measures of health
• Propensity to use different access channels
• Responsiveness to different marking channels
• Compare with other (like) authorities

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Profiling maps
Free ward-level maps for all, detailed maps for
authorities with licensed data. Map shows main
profile group/type in each area.
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Reporting and download
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Profile comparison

• Compare your profile with other authorities
• Is your authority typical of your region/type?

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Profile type definitions

• 11 groups (A-K), 61 types (1-61), detailed
  definition of each group and type
• Can use any profiling data with groups/ types,
  which matches addresses and profiles

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Profile attributes

• Currently Income, health (6 measures), preferred
  channels, marketing susceptibility

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Future attribute enhancement

• British Crime Survey
• - Fears of different types of crime
• - Citizens attitudes towards police police
  performance
• Crime data
• - Incidents split into categories such as
  buglary, fraud, theft, damage
• Local police surveys
• Census variables
• - Ethnic and social mix of different areas
• esd-toolkit could include crime attributes
  (fears, types of crime, rankings)

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Service improvement

• View the profiles of customers for each service
  and groups of services
• Compare customer profiles with those of other
  (like) councils
• Review service take-up over time to identify
• Seasonal variations
• Channel migration

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Service profile upload and download

• Basic upload - must know profile types
• Authorities with citizen data can address-match

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Transaction profiles in tree

• Single transactions can be added in tree view

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Service profile
Who to target for channel shift?
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Transaction analysis
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Cost modelling

• If 52 people use the web instead of
  phone/face-to-face

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Channel strategy

• Devise a channel strategy based on
• Savings achievable from channel shift
• Propensity of customers to shift (given by their
  profiles)
• Citizens not reached by current channels
• Choose marketing campaigns according to
  responsiveness of customers to different media
• Locate contact centres where most needed
  according to citizen profiles

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Service transaction costs report

• Shows costs incurred, over selected time period.
• Same data as cost modelling, but in single report
• Can run for single services/interactions, whole
  departments or entire local authority

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Guidance documentation

• Links to resources on each page
• Free guidance for all subscribed users

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Phase II Oct 07-Mar 08

• Building on experience shared in Phase I
• Allowing a new group of authorities to profile
  their customers and services
• Phase I participants have been invited to help as
  mentors
• Project launch meeting was yesterday!

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Further information

• Web www.esd.org.uk/profiling
• Support support_at_esd.org.uk
• Phase II sheila.apicella_at_esd.org.uk