customer insight workshop d rita wilson
DESCRIPTION
Customers at the Heart of Total Place event 18th March 2010TRANSCRIPT
Improving Services to Businesses
Rita WilsonStrategic Director Lichfield District Council
West Midlands Business Matters Project Lead
Brian HiggsCorporate GIS Unit Manager
Dudley Metropolitan Borough Council
Why this work is important ………
Date of birth
Gender
Language
Marital Status
Ethnicity
Disability
Segment group
Preferred communication channel
Property ID (LLPG)
Length of residency
Property typeHousehold income
Liquid assetsProperty value
Postcode
Households with children
Benefits
Library
Waste
Cou
ncil T
ax
We are developing Customer Knowledge in relation to citizens…..
.
NNDR
Building Control
Head office
Segment group
Name
Property ID (LLPG)
AddressRegulations
Turnover
Postcode
SectorSize
But know little about businesses and their needs!
.
Businesses are more complex in terms of multiplicity of locations, facets and contacts
Also the level of churn – as much as 20% in a year
EnvironmentalServices
Jones & Son1 High Street
Trading Standards
R Jones & SonNo 1 High St
Planning
R J JonesHigh St B96
Licensing
PROSECUTIONPENDING !!
Jones LtdOne High St
Economic Development and Business Link Supporting Mr Jones!Fire & Rescue need specific addressing for emergency call out
and for planned inspections
Workshop Session 1
What information is held about businesses in your organisation?
Is any of it matched and shared to create a single view of businesses and their interactions?
Business Matters Project
A partnership of authorities in the West Midlands including Lichfield, Dudley, Solihull Sandwell, Birmingham and Business Link who share a passion to improve services to businesses
Started off focused on how we get a single view of the business - taking account of complexities of multiple locations, facets and owners
Developed standards for identifying and sharing information around business including looking at how to use Government Connect for sharing data securely
Also in receipt of funding from CLG Transformation Fund, managed by the IDEA, to better understand the customer experience of businesses
Business support, enforcement and inspection services, licensing, business rates, planning and building control requirements….do we really have a comprehensive view of how we interact with businesses as a whole?
We know how to segment citizens….
But how do we segment businesses?
Segmentation Framework
Small Local Employer
Small Local Employer
Medium Local
Employer
Medium Local
Employer
Business at Home
Business at Home
Major Local Employer
Major Local Employer
Large National
Company
Large National
Company
Medium Subsidiary
Medium Subsidiary
Large International
Company
Large International
Company
Medium chain with multiple West Mids sites
Medium chain with multiple West Mids sites
Large Chain with few
West Mids sites
Large Chain with few
West Mids sites
Large Chain with many
West Mids sites
Large Chain with many
West Mids sites
Medium Chain with one West Mids site
Medium Chain with one West Mids site
Small ChainSmall Chain
Medium LargeSmall Medium LargeSmall
Firms with a direct stake in
West Mids
Public\Third Sector
Public\Third Sector
Head Office in West Mids
Head Office outside
West Mids
Life Stage(demographics)
Workshop Session 2
What would be useful to know about a business to better design and deliver services to them
What can we do to develop real Insight about businesses preferences and needs
Service Delivery
What is the Business Customer Experience ??
Need to start somewhere……….• Focus on businesses less than
2 years old in partner areas
• Started to look at sectors but quite small numbers involved – does cover regulatory and none-regulatory though
• Carrying out structured survey to find out the customer experience - 300 businesses
• Follow up with focus groups
• Use the Insight gained to make services more targeted
• Work with partners and others to capture and share learning
Businesses do not operate in isolation… neither does our project!
Businesslink.govHMRC
Business Link (regional)
Local authorities
Companies House
Office of National Statistics
BIS(Business Innovation
and Skills)
Our Outcomes……………………
How To Guides:Get started on segmentation for business customers
Determine where a business is in its life stage
Map a business customer journey
Improving Business Contact:Improving services at the point of contact with Customer Services
Improving business support services through using Customer Insight
www.workingwithbusiness.org.uk
Questions and Comments???