![Page 1: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/1.jpg)
Better Business for Allmy thoughts and experiences
William BensonChief Executive, Tunbridge Wells Borough Council
![Page 2: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/2.jpg)
“The most terrifying words in the English language are: ‘I'm from the government and I'm here to help’.”Ronald Reagan
“I thought I could see the light at the end of the tunnel, but it was just some b*stard with a torch, bringing me more work”David Brent
![Page 3: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/3.jpg)
The idea is not new…
“I have found that services focus predominantly not on the citizen, but on an aspect of the citizen called ‘the customer’. The end result is that the citizen who needs multiple services is left to join up the various islands of service to meet his or her needs. As we do not accept each other’s identification of the citizen, the citizen has to validate his or her identity at each service transaction. This model of service provision is underpinned by a mass of helplines, call centres, front-line offices and websites. A similar situation applies to interactions with business resulting in business being required to provide the same information to many parts of government”Sir David Varney, December 2006
![Page 4: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/4.jpg)
My thoughts….
• Why Better Business for All makes sense• Importance of customer insight and
feedback mechanisms• Digital service offering and behaviour
change• Final thoughts
![Page 5: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/5.jpg)
• Why Better Business for All makes sense
• Importance of customer insight and feedback mechanisms
• Digital service offering and behaviour change
• Final thoughts
![Page 6: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/6.jpg)
Objectives of the BBfA
• Providing advice and support to businesses• Increasing the business awareness of regulatory officers
– Many businesses fail in the first year– Symbiotic relationship between the public and private sectors.
• Effective coordination across regulatory services• Simplifying the local regulatory system and processes
– The public sector is in the UK is extraordinarily fragmented
• Establishing an ongoing partnership between regulatory services and local businesses
![Page 7: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/7.jpg)
The view from business
“The volume of regulation is more than a single human can possibly cope with”
“As a small business you have to be your own VAT, personnel, health and safety, environment and legal compliance manager.......I need help and support so I can get on with running my business”
From the Business End of the Telescope, LBRO, 2010
66 % businesses find it burdensome keeping up to date with requirements for their specific circumstances 33% found advice inconsistent and not easy to understand how to comply48% feel that regulators do not understand businesses well enough to regulate them
![Page 8: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/8.jpg)
Five principles of good regulation
• Targeting• Consistency• Transparency• Accountability• Proportionality
![Page 9: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/9.jpg)
The public sector is fragmented…
• Our view of the customer/business• The customer/business’ view of us
![Page 10: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/10.jpg)
• Why Better Business for All makes sense• Importance of customer insight and
feedback mechanisms• Digital service offering and behaviour
change• Final thoughts
![Page 11: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/11.jpg)
Insight and feedback
• Complaints:– ‘A free gift’!– Personally deal with all Stage 3 complaints and feedback to
directors at 1:1s– Included in staff competency framework– Regular reporting to Cabinet alongside performance and
finance with an emphasis on lessons learned
• Other mechanisms:– Social media– Business breakfasts, lunches, landlord forums etc– Networking/business representatives (FSB, Chamber etc)– ‘Voice of the Customer’
![Page 12: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/12.jpg)
![Page 13: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/13.jpg)
1. 2. 3. 4.
5. 6. 7. 8.
10.9. Denotes a council expense not met by applicant
![Page 14: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/14.jpg)
![Page 15: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/15.jpg)
• Why Better Business for All makes sense• Importance of customer insight and
feedback mechanisms• Digital service offering and behaviour
change• Final thoughts
![Page 16: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/16.jpg)
How do businesses want to access our services?
![Page 17: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/17.jpg)
Digital offer
• Access services as the customer would (walk the walk, use the website)– Remember we can speak a different language to
customers (refuse/bins, hereditaments/houses)– How does it compare with your experience of using the
web in your own life?– Can the customer sort themselves out?– Is it good enough?
• Think about letters and marketing material:– Is it clear?
Would you understand it?
![Page 18: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/18.jpg)
Messenger we are influenced by who communicates information
Incentives people tend to avoid losses rather than seek gains
Norms we are strongly influenced by what others do
Defaults people will tend to ‘go with the flow’
Salience we act on information that seems novel and relevant to us
Priming using sub-conscious cues to influence decisions
Affects emotional associations strongly influence decisions
Commitments public commitments are more likely to be honoured
Ego people do things that make them feel good
MINDSPACE (key ‘nudge’ techniques)
![Page 19: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/19.jpg)
Reviewing correspondence
• 45 per cent inquiries/complaints
![Page 20: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/20.jpg)
Reviewing correspondence
• 17 per cent inquiries/complaints
![Page 21: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/21.jpg)
![Page 22: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/22.jpg)
• Why Better Business for All makes sense• Importance of customer insight and
feedback mechanisms• Making sure our digital service offering is
correct• Final thoughts
![Page 23: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/23.jpg)
Mindset and approach
• ‘An Enabling Council’– E.g. events
• Think “Yes, but….” not “No, because…”
![Page 24: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/24.jpg)
Getting it right….
“Without the rigorous process I was helped through, I would not been granted a licence … not only did I get plenty of free advice and support but a lot of tips that I did not pick up at college or working for someone else. I recommend anyone starting out in my line of work to contact the Council first – it puts you above your peers”.
Ashar Boyle, Confidence Couturier
![Page 25: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/25.jpg)
![Page 26: Better Business for All my thoughts and experiences William Benson Chief Executive, Tunbridge Wells Borough Council](https://reader036.vdocument.in/reader036/viewer/2022062401/5a4d1b4f7f8b9ab0599a6ed3/html5/thumbnails/26.jpg)
Questions?