Customer Insight Event Lesley Seary
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Transcript of Customer Insight Event Lesley Seary
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Total Place in Lewisham
Use of Customer Insight
Lesley Seary Executive Director
for Customer Services
Lewisham Council
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Using Customer Insight in Lewisham
Staff Technology
Customers
Processes
“As Is”
Staff
Customers
Technology
Processes
‘To Be’
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Customer insight is a critical part of Total Place
Customer insight helps to: Understand need Provide evidence for redesign of services or better use
of resources Design solutions, as well as identify problems/barriers
Involving customers in deciding how and where money is allocated is integral to Total Place.
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In Lewisham, we are exploring four themes:
Customer insight has been central to our work around Total Place – in particular the offender management and worklessness & unemployment themes.
• Offender management • Worklessness & unemployment • Commissioning of health & social care services • Assets & energy
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Customer Insight approaches
Offender management • 8 ethnographies & multiple interviews with service users • Supplementary service user interviews • Service provider/ stakeholder ethnographies (including
shadowing and interviews) • Facilitated process mapping workshops involving service
providers• Mapping of spend against components of the service
user journeys, to indicate where there may be efficiencies • Currently producing a short film to summarise findings
from ethnographies & where this has fed into wider recommendations
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Customer Insight approaches
Worklessness & unemployment
• In-depth 1:1 interviews with 30+ service users on their experiences of welfare-to-work system
• Focus groups for service users
• Case study approach to take account of different client groups – have done 8 detailed case studies and planning to use 4 of these in the film
• In-depth interviews and facilitated workshops for providers and commissioners
• Analysis of benefit take-up against spending, to indicate whether allocation of resources is meeting need
• Currently producing a short film to highlight some of the experiences of service users
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Customer Insight approaches
Commissioning for health & social care • Interviews and focus groups with commissioners• Analysis of service user data – e.g. demands on services;
feedback on effectiveness of services; duplication across agencies
Assets & Energy• Insights through customer data – e.g. footfall• Strand around co-location of services partly based on
positive customer feedback on existing co-located services
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Customer insight work has told us…
Offenders felt most motivated to break the cycle of re-offending at the point of release from prison. However;
• Appropriate support & rehabilitative services were not always in place upon release (including emergency drug scripts, appropriate housing, benefits).
• Offenders felt confused by the complexity of the journey they had to navigate, post release, in order to access appropriate services.
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Customer insight work has led to a number of our findings….
Support immediately after release from prison critical • yet post-release support is piecemealReoffending rate remains high • 73% of offenders leaving prison after sentences of under 12 months
will reoffend within 2 yearsComplex pathways with multiple assessments• 9 or more assessments for some offenders• savings of up to £250k p/a possible through rationalising of
assessments Duplication of support & lack of coherence across agencies• some offenders attending the same course many timesLack of information sharing between agencies • different databases across agencies; sharing of information is adhoc
and restricted
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Customer insight work has directly led to a number of our recommendations….
• Common Assessment Framework, with shared database – to reduce unnecessary contact with offenders and improve information sharing
• Single Lead Professional – certain agencies will take the lead for certain clients groups
• London release for London offenders – every London prisoner where possible to be released from London prison
• Prison release opt-in model – to ensure rehabilitative support is targeted at those most likely to benefit
• Allocation of resources - consideration is given to the balance of resources allocated between the targeting of known persistent offenders and other activities
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Worklessness & unemployment – case study
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o Duplication of support: has accessed support through 6 providers, with clear overlap in the type of support offered
o Lack of ownership of journey: has had little say in support received, with no clear action plan
o Lack of personalised support: support has focused on CV and job search skills, with no tailored support around health condition or childcare
Sue: 45 year old lone parent with intermittent health problems. Remains unemployed after 22 years receiving income support.
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Customer insight work has directly led to a number of our findings…
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• Lack of support for those furthest from job market: imbalance of funding between JSA claimants v IB/Income Support claimants
• Cluttered marketplace • 120+ projects/programmes targeting out-of-work
Lewisham citizens • Challenges of navigating through system –
information sharing • Lack of accountability for customer journey – lack of
tracking of customer journey • Narrow focus of support: not targeted enough at wider
barriers of customer • Lack of local influence on commissioning – around
90% of support commissioned nationally or regionally
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Customer insight work has directly led to a number of our recommendations…
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• Align resources better to local need, through:• Pooled employment/skills budgets commissioned
sub-regionally • Simplified marketplace offering more equitable
access to support for IB claimants, through: • Single employment programme for all benefits types
• Focus support on needs of citizens, through: • Individual Budget piloted locally for IB claimants and
lone parents: up to £3m savings in benefits payments possible through greater focus on those furthest from job market
• Improved pathways between employment/skills providers and wider public/voluntary sector agencies
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After Total Place…
• Long history of involving and engaging with customers in Lewisham (inc CAA Green Flag)
• Customer-led Transformation Funds will help us to continue some of our customer insight work around offender management and worklessness
• Total Place is about shifting behaviour and culture over the medium and long-term, to improve the efficiency and effectiveness of public services: embedding customer insight in this process will be key to its success.