Titel

							                Using profiles
Mike Thacker & Sheila Apicella
                        esd-toolkit
Questions answered by profiling
• Which services should we web enable next?
• Where should we place our walk-in contact
  centres?
• Are we serving “hard-to-reach” groups?
• Which citizens should be target to have most
  impact on an indicator?
• How do we communicate with target groups?
Map showing type and number of
contacts from Dudley Council
Participation in the project gave
Wear Valley

•   Citizen profiles by ward and household level
    giving us understanding of customer
    challenges and needs.
•   Customer behaviour profiles based on the
    propensity of each profile group to use each
    channel.
•   The costs and savings that can be achieved
    from channel shift
Potential for savings
Nuneaton & Bedworth
Who will be more successful in
achieving recycling targets?
Examples of savings from customer
insight
• Coventry city council increased arrears collection to £2.2m
  compared to £1.5m for the same peroid in the previous
  year
• Kent - £300k savings on start-up funding for child care
• Tower Hamlets – A&E attendances reduced by 6%. An
  annual saving of between £450k and £600k
• H&F cost efficiencies of £8m over a 5 year period through
  their customer access strategy
• Cleveland Fire and Rescue – Fire prevention headline
  savings of £7.5m over 5 years
• Colchester Council improved direct debit take-up by 2%
  between March and early May 2008 – increasing levels
  from 72% to 74% in just two months
Some little “nuggets” profiling uncovered
• Elderly customers applying for and being issued
  unnecessarily with disabled bus passes rather than
  elderly person pass
• High take up of “freebees” from affluent groups!! /
  low take up from those who need them
• Low library usage was to be expected from certain
  groups but some surprises
• High level of post or face to face transactions
  where profile indicated other channels were
  acceptable
• Rural communities ‘missing out’
• Low take up of on-line services – predominant
  groups who would be unlikely to use web.