Embedding Customer Insight into the

Corporate Culture

Cheryl CoppellChief Executive

London Borough of Havering

Where is Havering?• Situated in Outer North East

London, Havering is the third largest London borough by area at 112 square kilometres (43 square miles)

• The Borough is well connected, with good rail and road links to central London, Stansted airport, the M25 and ports in Essex and Kent

• Havering’s principal town centre is Romford, followed by the smaller town centres of Hornchurch, Upminster and Rainham

Havering’s Population• Total population of 236,100• 5.38% above 80 (compared to 3.39% for London)

Population Projections• Population +11.5% by 2021, faster

than London average

• This will be due to population growth and positive net migration

• Increased numbers of health conditions affecting older people

• Cancer• CVD• Respiratory illness • Dementia• Osteoporosis (& falls fractures)

• Pressures on related services

DeprivationWard No. of LSOAs IMD Average Rank

Gooshays 9 34.14 1

Heaton 8 31.91 2

South Hornchurch 8 22.30 3

Havering Park 8 21.85 4

Brooklands 9 19.72 5

Romford Town 9 18.15 6

Harold Wood 8 17.36 7

Rainham and Wennington 8 16.95 8

Mawneys 8 16.57 9

Elm Park 8 16.54 10

St Andrew's 9 12.94 11

Hylands 8 11.29 12

Pettits 9 11.10 13

Squirrel's Heath 8 10.84 14

Hacton 8 10.32 15

Emerson Park 8 9.89 16

Cranham 8 7.08 17

Upminster 8 5.97 18

• Early help for vulnerable people in the community

• Dementia – improved identification and support

• Early detection of cancer• Tackling obesity – 27% of Adults• More integrated care for ‘frail

elderly’• Focusing on our ‘Top 100 families’• Reducing avoidable hospital

admissions

Havering’s HealthAreas for Improvement

Challenges facing the Council

• Significant budget savings: £40m by 2014• Very low grant base = high council tax• Already very low unit costs of services• Ageing population – disproportionate strain

on social care• Some bureaucratic processes• How do we deliver services more efficiently

whilst protecting those that really matter to local people?

The Havering 2014 programme• Transformation programme

will enable us to meet new financial and service challenges whilst supporting culture change

• Need to bridge a funding gap of £40 million over four years

• Comprises eight separate work programmes

Our Transformation Objectives• 3 ‘change’ principles

– To be efficient, focussed and fair• The sort of council we want to be is

– A council that works smarter– A council that works with others– A council that prioritises effectively

• Moving away from universal, prescribed services towards personalised services targeted at people who really need them

• Allowing customers to have more choice• Need to have the insight that allows us to target customers

more effectively

Using Customer Insight to target services• We have been developing a tool to target residents based on their

characteristics and preferences• We first purchased Mosaic from Experian in 2006 – a generic

customer profiling tool based on “general” characteristics• It made Havering look like a tale of two cities – not precise enough• In 2011, a new bespoke segmentation tool was built using our own

customer data sets form across the council and PCT as well as new Mosaic data

• 12 different segments, specific to our population• Allows us to identify at a household level the communication

preferences of our residents and which services they do and don’t use

• This enables us to target the right services at the right people in the right way

The Over 65s Volunteer Consultation Project

Aims of the Project• Aims and purpose of the project evolved as the project

progressed!• Consult with vulnerable older people on council services, to

encourage take-up and take feedback on services, specifically:

• Older residents that are most in need of support or direct services, and

• Older residents who may be unaware of the full range of services they are eligible to use.

• Using Customer Insight, target consultation more effectively

• Increase customer satisfaction with Council• Developed into an early intervention model, using an army

of local volunteers

• We used our customer segmentation tool to target older people based on the following indicators:

– Low Income Pensioners– Reliance on State Pension – Not currently on social care register– Low Household Incomes (<£13,499)– Rented Homes AND home ownership (asset rich cash poor)– Low Savings

• It showed us that these people prefer face to face contact → we designed a household visit engagement model

Targeting Specific Older People

Using Customer Insight to Target Consultation

• This identified 5000 residents over 65 • Identified a sample of their addresses• Plotted them on a map• Contacted residents to arrange household

visits• This meant we would be able to target

specific households that were definitely within our target audience

Project DeliverablesOriginal Targets:

• 500 older people contacted or visited• 150 referred to Council and Partner services• Increased satisfaction of older people with council

services since last year• Reduced avoidable contact by older people contacting

the council

Actual Performance:• 1235 residents contacted and 564 visited in their own

homes• 2824 requests for services or more information

Outcomes• Early Intervention Successes:

• CAB advised a resident living in hardship who is now £120pw better off

• Referrals to NHS Community services for dental implants

• A number of older people were assessed for social care support through Havering Direct

• Huge increase in aids and adaptations take-up• Garden clean-ups• Housing improvements identified• £64,806 in unclaimed benefits identified

• Increased skills of the volunteers• Face to face service highly effective and well

received by customers - 98% satisfaction• Cost savings of using volunteers (1152 hours =

approx £14,400) • Key issues: social isolation, lack of awareness of

support• We are now developing a volunteering network

based on this model ‘Activate Havering’ to tackle social exclusion and loneliness

Other outcomes

A corporate programme of using customer insight to target services

• Targeting Energy efficiency grants – 25% more take-up than universal advertising approach

• Top 100 families profiling• Direct Debits and channel shift• Fostering campaigns• Increasing Telecare take-up• Embedding into CRM system to proactively refer

people to services when people call the council• Free school meals• Encouraging recycling

Any Questions