The Real Benefits of

1
The Real Benefits of Customer Insight Chorley
Case Study
Presentation by Cllr Peter Goldsworthy Leader
2
Overview of Presentation

• Where we were
• Where we are now
• What we did that worked
• Any questions?

3
Where we were 3 years ago

• fair
• No focus or priorities
• Silo services not built around customer need
• LSP partners all doing their own thing

4
Where We Are Now

• 4 on use of resources
• 4 on managing the organisation
• Top 2 districts nationally
• Clear priorities
• 14 increase in customer satisfaction
• Beacon for transforming services

5
Things We Did That Worked

• Clear political leadership for customer-focus
• Took hard decisions an restructuring
• Took staff with us
• A customer-focussed LSP
• Chorley Smile brand a partnership
• Strategies simple and on one page
• Intelligent use of customer insight to improve
  services AND to save time and money
• Social media to communicate

6
Civic pride campaign
7
The Benefits of Customer Insight

• Improve services eg Clayton Brook electoral
  registration
• Save money by making changes that work
• Happier customers
• Reduction in avoidable contact
• Great inspection scores
• WE get re-elected!

8
Use of Social Media You Tube, Twitter, Facebook
9
New Chorley Smile Magazine
Includes events and information about the
Council and its services for local people in an
upbeat and positive way
10
Weeks Of Action
high profile multi-agency engagement in local
communities. Areas picked on the basis of
household data from MOSAIC customer profiling
11
Area Profiling Groups breakdown to SOA level

• Weve undertaken a customer profiling project to
  address major issues in our most deprived
  neighbourhoods.
• Produced detailed area profiles of our 8 most
  deprived SOAs, identifying key issues which will
  be used to work in with our partners to develop
  targets and action plans to improve life chances
  for our customers.
• Developed customer insight down to a very
  granular level

12
Chorley Circle of Need Concept A practical
example

• Needs Identified
• Hostels
• Hotel
• Car Hire
• Travel Insurance
• Cheaper Energy
• Luton Express
• Travel Guides
• Gift Vouchers
• Ryanair Money
• Airport Parking
• Concerts Sports
• Airport Coach
• Bed and Breakfast
• Foreign Currency
• Gambling

13
Examples of Circles of Need Assisted Collection
14
Want to find out more?
Final Report
User Guide
Glossary Guide
Powerpoint version of Circles of Need Model
15

• Thank you.
• Any questions or comments?