Guidelines

Insight Framework Guidelines

This framework is designed as a collaboration tool to develop customer or citizen insight for service transformation and commissioning and follows the intelligent insight capture process.The output can be an Actionable Insight, Segmentation Pen Portraits or both.The framework is completed with the project team (the decision makers) who are accountable for the completion and the data providers (Insight team) - who are responsible for facilitating the completion.The insight team is responsible for collecting the data from their areas of responsibility in the agreed format and level required by the project team.After data collection, conduct a facilitated insight workshop with the project and insight teams that produce the agreed conclusions from the data. The data is shared, stored, used and governed in line with the data protection act and data sharing protocols.If there are significant gaps or an insight is not reached, further data and field research will be conducted.The additional data is combined and the insight generated.The Insight/pen portrait templates can be completed AT ANY POINT in the process if the team has reached a point of illumination and gained an insight.This framework becomes documented evidence for demonstrating the use of insight in decision makingFocus the problemCreate the measurement planCollect data & analyseCollect field dataInnovative improvementActionable insight?YesNo

Instructions

Template InstructionsComplete only the sheets required to gain insightObjectives All projects should complete the objectives page. State clearly what is the issue is that you are trying to tackle, state the outcomes and the functions you require data from. This will determine the data insight team members. The Insight lead has the responsibility to contact the data providers from each partnership or area of the business. Customers & measures Complete this sheet to list any current performance measures e.g. Percentage of re-offenders Also list any Customer groups and if possible quantify the impact on the customer group and how they currently value the service Stakeholders Complete for the partnership and external bodies that will be impacted by the change Key Questions State clearly for example by developing an elevator speech the purpose you will be collecting data and what you will use it for. This will be used to influence key stakeholders and data providers List the key questions you would like to answer to help you understand the issue Data collection Complete this sheet to clearly identify the specific data sets you need to answer the key questions. This sheet should also identify the source, owner and who will collect and also identify any data sharing issues.Segmentation If you are using any segmentation strategies please list here e.g. geography, mosaic, etc Research & Intelligence Use this sheet to list the external data sources and survey data data Output display Use this sheet to copy and paste key data, summaries, graphical and statistical analysis Data Analysis Based on the collaboration through insight and data workshop(s) the project team should list here the key findings from the existing data Customer Journeys Copy and paste customer journeys Field Data Plan If there is insufficient data to generate an insight complete the additional data collection plan Be prepared to talk to, photograph, video, engage, consult, etc. with customers, citizens and the service Field Data Output Copy and paste the key output Customer Needs If the customer interactions generates voice of the customer verbatim use the critical to quality structure tree to flow down to measurable requirements Customer Insight Complete this sheet at any time when you have reached a point of illumination and identified the attitudinal/behavioural characteristics Customer Pen Portraits Complete this sheet if your insight is a new segmentation view that uses attitudes and behaviours to cluster customer/citizen groups.

Insight workbookInsight Workbook and toolkit (Fill in the general project information below and it will populate the templates)Project LeaderProject NameInsight LeadProject ChampionCustomer focus areaProject ThemeThis is a workbook of templates and tools to assist in establishing customer Insights - either as a distinct insight or as a pen portrait of your customer segments. You can fill these templates in at any point in the process when you have a point of illumination/understanding. Other tools may be required to assist in solving your problem, seek guidance from your insight team at each phase to ensure impartiality. This is not a checklist but a framework and repository to evidence Insight. Click on the links below to access templates each template has a "Return to Main Screen" button.

Output DisplayStakeholder AnalysisCustomers & MeasuresResearch & IntelligenceCurrent Data SourcesObjectivesData Analysis & LearningField Data OutputCustomer/ Citizen InsightsField Data PlanCustomer NeedSegmentation StrategyCustomer JourneyFocusMeasure PlanData & AnalysisField DataInsightKey Question TemplateCustomer Segment Pen Portrait

ObjectivesObjectivesReturn to Main ScreenProject LeaderProject NameInsight LeadProject ChampionCustomer focus areaProject Theme000000Strategic ObjectivesWho are the Customer/citizen groups we are impactingProblem Statement or OpportunityData ScopeOutcome StatementsProject TeamRoleNameOrganisation% Time CommitmentProject LeaderInsight LeaderTeam MemberTeam MemberTeam MemberTeam MemberTeam MemberTeam MemberTeam Member

Data Scope:What customer groups are in scope of the change? The scope should consider:- What partners need to be involved?- What data sources do we need?- What customers/citizens are in scope?- What services are included?- What services are NOT included?Project Team:Detail the members of the team that will work to solve this issue.

Include the insight team members across the partnersInclude any customer groupsStrategic Objectives:

Clearly state the strategic objectives for the change:What theme does this support?What key initiative does this align to?problem Statement or Opportunity

Clearly articulate the problem statement or Opportunity statement:Who?What?Where?When?How?Goal Statements:

What is my desired outcome?What is the measure of success?When do we anticipate the benefit to materialise?List the customer or citizen groups impacted.Return to Main Screen

Measures & CustomersCurrent Measures and collection reasonReturn to Main ScreenMeasures of current performanceDescriptionUnitPerformanceTargetKey GroupsCustomer/Citizen groupSize of ImpactHow does the customer value the current service?1 - Minor impact1 - Actively dislikes2 - Small impact2 - no value3 - Noticeable impact3 - small value4 - Large impact4 - values5 - Significant Impact5 - Significant value

What are the current key measures?List the customer groups impacted - be as specific as you canReturn to Main Screen

StakeholdersStakeholder AnalysisReturn to Main ScreenStakeholder AnalysisStakeholder Name and Contact InformationOrganisationRequire Level of SupportCurrent Level of SupportStakeholder's Issues/ConcernsInfluencing plan12345

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Key QuestionsWhy do we need the data and what are the Key QuestionsReturn to Main ScreenWhat is the compelling reason to collect the data?What is the clear purpose for the data requested?What are the key questions we want to answer?QuestionsIssuesHow is the current service valued by the customer/citizen?What is the current usage?Who is the Customer, are there more than one Group?

What are the key question we need to answer with data?Why do we need this data?What value is the data going to add to the problem statement.Link to the objectives page and the outcomesClearly articulate the Elevator speech of why we require the data.This is basis for all data requests - but can have a different emphasis depending the audienceReturn to Main Screen

Current Data SourcesData Sources templateReturn to Main ScreenDataWho, How, Where, and WhenDataData TypeWhat is the data sourceWho is the data OwnerWho will collect data?LevelSharing IssuesGovernanceAdditional Information.How will the data be displayed? What graphical tools will be used?Data typesData baseExternal dataSurvey dataCustomer feedbackCustomer observationAggregatedPersonalised

What data are we collecting?Be clear on an operational definitionWhat type of Data?Select from listWho is the data owner?Any issues with sharing this data?What governance and risk management do we need to take to manage this data?- Storage- Access- trackingWhat related conditional data do we need to record for this data set?E.g.:- Time frame- demographics- geographyHow will you display the data and explain the results of the data collected.What is the source of the data (system, location, individuals)?Also what methods will be used to collect the data (check sheets, databases etc)Who is responsible for collecting the data?What level is the data collected at or required at? - Aggregated? - Personalised?Return to Main Screen

ProjectRiskMatrix InstructionsStep 1: Identify the category of risk for each project riskStep 2: Detail the item associated with the risk categoryStep 3: Rate Potential ImpactStep 4: Rate Probability of the Risk OccurrenceStep 5: Evaluate the scores to rank the identified risksStep 6: Develop a mitigation plan for each riskStep 7: Identifiy who is responsible for the mitigation planStep 7: Specify the date when is the mitigation plan should be completeRisk CategoriesRisk ItemPotential ImpactProbabilityImpact x ProbabilityMitigation PlansWhoWhenStakeholder Risk: The risk that the project won't meet business needs due to management failure, organizational structure or lack of support from key human resource areas. If necessary, complete a "Stakeholder Analysis" to help identify specific high risNext list the specific risk associated with the selected category.Then rate the potential impact to the project success.Then determine the probability the issue will occur.This column is a calculated field that sums the Potential Impact multiplied by the probabilityThe team should then develop an action plan to reduce the hig priority risk. (Those risk shaded red are required to be addressed and a plan developed. Use discretion for the other risk as to how formal your mitigating actions will be)Reputation Risk: The risk from negative customer experience or perception or the impact to the corporation's reputation in the marketplace.Keep the risk item high level but specific enough that the impacts can be appropriately evaluated.Use 1-5 with 5 being the largest and 1 being the smallest impact.Use 1-5 with 5 being the largest and 1 being the smallest probabiliy.The resulting scores will be highlighted Red, Yellow, or remain unfilled to highlight your greatest risksThis is the member of the project team who is responsible for ensuring that the mitigation plan is carried out.This is the date by which the mitigation plan should be completed/in place or the frequency the mitigation plan should be executed if it is related to communications.Project Execution Risk: The failure to implement strategic objectives and initiatives (new products, systems, process improvements, cost, effeciences etc..) in a successful , timely and cost effective manner. Potential causes included poorly conceived orIdentify the potential risks to the project work and execution?5= project failure5= > 76% probability of occurrenceRED Highlights are show stopper risk- ACTION MUST BE TAKENCommon examples of risk mitigation include:Processing Risk: The risk arising from products and services not being processed and delivered effectively or efficiently. Processing risk is also the risk that financial and management information is not presented fairly or recorded completely, accurateWhat are the potential issues that can prevent success of this this project?4= significant time delay (61 to 90 days) or significantly reduced benefit (> 51%)4= > 51% to 75% probability of occurrenceYELLOW Highlights are significant risk.--Proceed with Caution or have a contingency planPrevention Plans- A plan that proactively seek to prevent the issueTechnology Risk: The risk arising from deficiencies, complexities or instability of the technology to support the business.3= moderate time delay(31 to 60 days) or moderately reduced benefit (26-50%)3= > 26% to 50% probability of occurrenceNOT Highlighted- Represent low risk categories that you should keep in mind(the higher the number, the larger the risk).Warning Plans- A plan that provides a warning that an isssue is about to occurLegal Risk: The risk from violating or not complying with laws, prudent fiduciary practices, and ethical standards. This risk exposes the corporation to payment of fines, compensatory or punitive damages and legal fees. May also result in damage to repu2= minor time delay (11 to 30 days) or minor reduced benefit (6-25%)2= > 11% to 25% probability of occurrenceCorrection Plans- A plan that contains steps to correct the issue if it occursRegulatory Risk: The risk from violating or not complying with regulations, rules and policies. This risk exposes the Corporation to payments of fines, penalties, compensatory or legal fees. May also result in loss of reputation or franchise value, or un1= little or no time delay (10 days or less) or little or no impact on benefit (5% or less)1= 10% or less probability of occurrenceExternal Factors Risk: The risk from outside of the businesses' normal span of control. It may include vendors, alliances, and service providers. Political, social, cultural, and environmental factors can be included. It doesn't include external market

&L&G&LProject Risk Assesment Instructions&CPage &P&R&DReturn to Project Risk MatrixReturn to Main Screen

Segmentation strategySegmentation StrategyReturn to Main ScreenCustomer SegmentsWhat is the strategy? What are the segmentsRationale for the strategyHc Marketing : http://im.edu.vn

List the segmentation strategy you plan to use:

e.g.MosaicReturn to Main Screen

R&IResearch and IntelligenceReturn to Main ScreenResearch and IntelligenceSurvey and External data typesSourceTimeframe

Document the sources of R&I data you are using:List the R&I, survey data acquiredstated the source and timeframeWhat external sources are you using?Return to Main Screen

Graphical AnalysisOutput Display and Graphical AnalysisReturn to Main ScreenGraphical analysis - copy and paste outputs from the data collection

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Data AnalysisData Analysis and ConclusionsReturn to Main ScreenWith reference to the data collected list the conclusionsConclusionData source

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Customer Journey MapsCustomer Journey MapsReturn to Main ScreenCopy and paste your customer Journey maps

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Field DCPField Data Collection PlanReturn to Main ScreenWhatData TypeWho will collect data?Additional informationHow will the data be used/displayed?e.g. Customer observationVideoproject teambank holidayvideo clips and verbatim usedData typesDirect ObservationVideoCheese& WineConsultationUn-focus groupAudio

What data are we collecting?Be clear on an operational definitionWhat type of Data?Select from listWho is responsible for collecting the data?Record any special circumstancesHow will you display the data and explain the results of the data collected.Return to Main Screen

Field Data OutputField Data OutputReturn to Main ScreenCopy and paste the output from the field data collectionThis should include photographs, videos, audio, verbatim,

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Customer NeedsCustomer Needs AnalysisReturn to Main ScreenTranslate Voice of the Customer verbatim into measurable customer needs (CTQs)Measurable Need (CTQ)DriverCTQ = Critical to QualityWhat is the measurable need of the customer/citizenVoice of the customer

Break the VOC down into Measurable CTQs1.1. List customer needs.2. Identify the major drivers for these needs (major means those which will ensure that the need is addressed).3. Break each driver into greater detail.4. Stop the breakdown of each level when you have reached sufficient detailed information that enables you to measure whether you meet the customer need or notReturn to Main Screen

Customer InsightCustomer InsightReturn to Main ScreenProject LeaderProject NameInsight LeadProject ChampionCustomer focus areaProject Theme000000Customer Insight - state clearly the Actionable Customer Insight(s) derived from all the dataImpact on the Problem Statement or OpportunityImpacted segmentsReason to Believe - what are the behaviours/needs you are impacting

State clearly how the insight impacts the problem statement or realises the opportunityList the impacted Customer/citizen segmentsUsing the sourced data what is the reason to believe in this insight?Clearly state the behaviours or customer/citizen need you are impactingReturn to Main Screen

Pen PortraitsSegment Pen PortraitsReturn to Main ScreenSegment NameDemographicsWants/NeedsCommunication preferencesAttitudesLikesDislikesGenderAgeMarital statusetc.Segment NameDemographicsWants/NeedsCommunication preferencesAttitudesLikesDislikesGenderAgeMarital statusetc.Segment NameDemographicsWants/NeedsCommunication preferencesAttitudesLikesDislikesGenderAgeMarital statusetc.Segment NameDemographicsWants/NeedsCommunication preferencesAttitudesLikesDislikesGenderAgeMarital statusetc.Segment NameDemographicsWants/NeedsCommunication preferencesAttitudesLikesDislikesGenderAgeMarital statusetc.Segment NameDemographicsWants/NeedsCommunication preferencesAttitudesLikesDislikesGenderAgeMarital statusetc.

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