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Affordable Home
Ownership Conference
B6: Improving service delivery through customer insight
Speakers:
Joel Abbey, Principal Consultant, CACI
Adrian Spellman, Head of Market Intelligence, Catalyst Housing Group
Chair:
Helen Burgoyne, Director of Strategy and Insight, Orbit Group
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Joel Abbey, Principal Consultant, CACI
020 7605 6204
Understanding your customers and prospects
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Why use market analysis techniques
Evidence & quantify demand
Identify opportunities
Target services, communication and intervention
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The leading provider of market analysis
Location planning and customer insight
Award winning ‘Ocean’ database – 44 million adults
Flagship Acorn segmentation
Work with many of the biggest social housing providers
Data, Consultancy, Market Analysis Software
CACI
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CACI Data Universe – 44 million adults
Consumers. Locations.
Communities.
Individual
Postcode
AffluenceAffluence
DigitalDigital
Current Demographics
WorkforceACORN
Retail, Leisure & Financial Catchments
Public Transport Access Levels (PTAL)
Retail Spend Estimates
Online Spend Estimates
2011 Census
Out of Work Benefits
Retail, Leisure & Financial Outlets
Job Seekers Allowance
British Crime Survey
FRS: GFKNoP’s Financial Research Survey
Understanding Society
IrishACORN
TGI
Worker Spend Estimates
Rail Passengers
Tourist Spend Estimates
GPs/Schools/Libraries
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Customer
understanding: existing and potential
customers
Target services more efficiently
Identify new markets Reporting and Monitoring
Approaching Customer Segmentation
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49 Young families in low cost private flats 50 Struggling younger people in mixed tenure 51 Young people in small, low cost terraces 52 Poorer families, many children, terraced housing 53 Low income terraces 54 Multi-ethnic, purpose-built estates 55 Deprived and ethnically diverse in flats 56 Low income large families in social rented semis 57 Social rented flats, families and single parents 58 Singles and young families, some receiving benefits 59 Deprived areas and high-rise flats
34 Student flats and halls of residence 35 Term-time terraces 36 Educated young people in flats and tenements 37 Low cost flats in suburban areas 38 Semi-skilled workers in traditional neighbourhoods 39 Fading owner occupied terraces 40 High occupancy terraces, many Asian families 41 Labouring semi-rural estates 42 Struggling young families in post-war terraces 43 Families in right-to-buy estates 44 Post-war estates, limited means 45 Pensioners in social housing, semis and terraces 46 Elderly people in social rented flats 47 Low income older people in smaller semis 48 Pensioners and singles in social rented flats
21 Farms and cottages 22 Larger families in rural areas 23 Owner occupiers in small towns and villages 24 Comfortably-off families in modern housing 25 Larger family homes, multi-ethnic areas 26 Semi-professional families, owner occupied neighbourhoods 27 Suburban semis, conventional attitudes 28 Owner occupied terraces, average income 29 Established suburbs, older families 30 Older people, neat and tidy neighbourhoods 31 Elderly singles in purpose-built accommodation 32 Educated families in terraces, young children 33 Smaller houses and starter homes
1 Exclusive enclaves 2 Metropolitan money 3 Large house luxury 4 Asset rich families 5 Wealthy countryside commuters 6 Financially comfortable families 7 Affluent professionals 8 Prosperous suburban families 9 Well-off edge of towners 10 Better-off villagers 11 Settled suburbia, older people 12 Retired and empty nesters 13 Upmarket downsizers
Acorn
Affluent Achievers 1
Comfortable Communities 3
Financially Stretched 4
Urban Adversity 5
A. Lavish Lifestyles
B. Executive Wealth
C. Mature Money
D. City Sophisticates
E. Career Climbers
F. Countryside Communities
G. Successful Suburbs
H. Steady Neighbourhoods
I. Comfortable Seniors
J. Starting Out
K. Student Life
L. Modest Means
M. Striving Families
N. Poorer Pensioners
O. Young Hardship
P. Struggling Estates
Q. Difficult Circumstances
Category
14 Townhouse cosmopolitans 15 Younger professionals in smaller flats 16 Metropolitan professionals 17 Socialising young renters 18 Career driven young families 19 First time buyers in small, modern homes 20 Mixed metropolitan areas
Rising Prosperity 2
Group Type
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These are younger people, singles, couples and families with young children. They live in flats, apartments and smaller houses which they are sometimes renting and often buying with a mortgage. Usually these are in urban locations, typically London.
They are more likely than average to have savings however some will have loans, perhaps the residue of student borrowing and to have mortgage repayments. As a result the good jobs might not always reflect high disposable incomes.
These people are confident users of new technology and frequent users of the internet.
Acorn Group E: Career Climbers
Key Catering
Average RetailSpend
Retail Conversion
Average CateringSpend
CateringConversion
Average Dwell
AverageFrequency
Party Size
Key Retail
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Example Acorn profile of prospects
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Pen profiles of key customers
Ethnic Background from Ethnic Code in Genesis Tenant Data
Household Category Description from Genesis Household Data
Images are a combination of
CACI generic images and Genesis
homes
Strapline to understand the
segment at glance
Most prevalent rent Payment Method based on
Genesis Data
Number of Households in the Segment
Number of Tenants in Segment
Preferred Communication
Channel based on CACI lifestyle and attitude database
Arrears level banded based on last balance, indexed against 100
Commentary based on a combination of Genesis
and CACI data
Red-Amber-Green Table of Key Metrics, comprised of
Genesis Data and CACI data
Segment Name
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Mapping by customer group
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Evidence demand by location
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Quantify demand by location
Area: Circle, 5.0 Miles, Yarnton Data as % Data as % Index
Base: Great Britain P rof ile for area for base av= 100
Population by ACORN Category Aged 65+ 16,288 100.0 100.0 100
1 Wealthy Achievers 5,362 32.9 26.0 127
2 Urban Prosperity 3,626 22.3 8.4 265
3 Comfortably Off 5,025 30.9 29.3 105
4 Moderate Means 620 3.8 12.1 32
5 Hard Pressed 1,278 7.8 21.8 36
Unclassified 377 2.3 2.4 95
Risk of living in a care home or long stay hospital, by age (Laing & Buisson 2010)
<65 65-74 75-84 85+
Percentage living in homes or hospitals 0.04% 0.79% 3.98% 15.30%
2014 2024
Resident Population 103,439 108,582
55 - 64 10,930 12,628
65 - 74 8,165 9,972
75 - 84 5,448 6,406
85+ 2,675 3,636
Bed Requirement*
Aged 65 - 74 65 79
75 - 84 217 255
85+ 409 556
Total Requirement 691 890
Beds Available (Current Stock)** 506 506
Additional Care Beds Needed 185 384
0 100 200
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Market and customer insight
Learn more about your customers & prospects
Fill in gaps in knowledge – income, aspirations, behaviour
Customer insight
Targeted communication and prospecting
Evidence demand by site location
Identify and quantify numberof prospects
Quantify wider market opportunity
Prioritise investment, mitigate risk
Focus resource
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Joel Abbey Principal Consultant
020 7605 6204 07732 831 071
[email protected] http://www.caci.co.uk/
http://uk.linkedin.com/in/joelabbey/
Customer insight
Adrian Spellman
Head of Market intelligence Catalyst Housing
Purpose
Why do I want this insight?
What am I going to do with my findings?
Essential Nice to know
Audience
• What's in it for them?
• Suitable methodology(s)
• Get the basics right
Your target audience and the existing data you have dictates your approach
Users of the Westminster market
• Literature review of freely available information
• Analysis of existing data
What did we already know?
• Survey
• Profiling and segmentation
Quantitative Investigation
• Focus groups
• Key findings
Qualitative
investigation
• New approach to service delivery Cumulative
analysis
Survey Take it back to PURPOSE
Designed to paint a richer picture
Profiling and Segmentation
5 key user groups based on life stage
quantitative Research
Qualitative Research
Focus group series - Organised within the user groups identified in our quantitative investigation
Example lessons learned
Cumulative analysis
• Tenancy management strategy development
• Development of new products for the intermediate rented market
Monthly satisfaction monitoring
• Regularly monitor key service areas
• Including ‘What one thing could we do to improve?’
• Better understanding of:
– Key drivers of satisfaction
– What is important to our customers
– What we need to do to improve
• Work in progress – currently reviewing
Shared owner satisfaction
44%
2008 2012
70%
Manage leaseholder expectations
Accurate and reinforced communication
Leasehold obligations
Specification and product that create feeling of security
Clarity around rent and service charges
The motivation behind downsizing – Appropriate methodology was key to the success
– Lessons learnt impacted design brief and specification.
Space
Storage Accessibility
Specification
•Kitchens– Easy to identify best selling kitchens ad handles by speaking to the big sellers & manufacturers. •Harmonise – Best example of everything doesn’t make a cohesive set. •Individual taste – Staff get bored, don’t base specification on opinions.
Marketing Effectiveness
75%
10%
7%
6%
1% 1%
Online and Internet Search
Press Advertising
Event
Recommendation or referral
Site Hoarding
Direct Mail
Affordable Home
Ownership Conference
B6: Improving service delivery through customer insight
Speakers:
Joel Abbey, Principal Consultant, CACI
Adrian Spellman, Head of Market Intelligence, Catalyst Housing Group
Chair:
Helen Burgoyne, Director of Strategy and Insight, Orbit Group