The Social Innovation Lab for Kent Insight into

The Social Innovation Lab for Kent Insight into People <Date> <Time>, <Place>

Understanding customers “Be obsessed with your customers, not markets. A market never paid a bill” Tom Peters, Business Management ‘guru’

Understanding customers “Be obsessed with your customers, not markets. A market never paid a council tax bill, or needed a place in a school of its choice”

Customers § Users § Residents § People

SILK Aims 1. To provide a ‘safe space’ and a creative approach to tackling any number of strategic challenges, in order to develop new responses to apparently intractable problems, based on the realities of people’s lives 2. To build the capacity and skills of staff across the council – and indeed its partners – to focus on citizens and experiences, rather than services and organisations, when developing strategy and implementation plans. KCC Corporate Plan 2009

The principles that define SILK Insights and ideas can and should come from anywhere and everywhere People are usually the experts of their own lives, their families and communities

The principles that define SILK The more people we involve, the greater the chance of making it stick Platforms and tools for collaborative working

Understanding customers Why is it important for a local authority to develop insight about its customers?

Types of insight Qualitative Strategic Tactical Quantitative

Types of insight Qualitative How are people using knowledge resources and civic spaces differently Why some people don’t renew books online Strategic Tactical What are the most common features of what a future library might look like Quantitative How many users renew their books online

Deciding on a direction Organisation § What elected councilors think § What senior managers think § What frontline staff think § Utilisation data

Deciding on a direction Organisation § What elected councilors think § What senior managers think § What frontline staff think § Utilisation data Information about customers’ use of existing services, including satisfaction, usage, efficiency, effectiveness, patterns

Deciding on a direction Customers § Media and public opinion § Complaints and overt needs § Segmentation data § Customers’ latent needs

Deciding on a direction Customers Data about customers taken from surveys, census, purchasing and financial records § Media and public opinion § Complaints and overt needs § Segmentation data § Customers’ latent needs

Deciding on a direction Organisation Customers § What elected councilors think § Media and public opinion § What senior managers think § Complaints and overt needs § What frontline staff think § Utilisation data Me Intuition § Segmentation data § Customers’ latent needs

Group exercise Each group has 10 minutes to review the scenarios and discuss § What they need to find out § How they will develop insight

Deciding on a direction Organisation Data about customers taken from surveys, census, purchasing and financial records § Customers § Media and public opinion § Complaints and overt needs § Segmentation data § Customers’ latent needs

Segmentation - NRS* Grade Social class Chief income earner’s occupation A Upper middle class Higher managerial, administrative or professional B Middle class Intermediate managerial, administrative or professional C 1 Lower middle class Supervisory or clerical and junior managerial, administrative or professional C 2 Skilled working class Skilled manual workers D Working class Semi and unskilled manual workers E Underclass Casual or lowest grade workers, pensioners and others who depend on the welfare state of their income * National Readership Survey; developed 50 years ago to segment readers of various publications, for advertising purposes

Segmentation - Acorn

Exercise The council is trying to better understand its residents’ lifestyles, in order to suggest the most effective strategy for increasing recycling. § Looking at the data provided, what can you say about this resident? § What kind of recycling strategy would work best for this type of person?

Who are they? Aviv Katz, Senior Designer, Engine Service Design § Married, one child, expecting another § Moved to London from Israel ten years ago § Renting three bed flat in Hampstead, North West London § Moved to the area because of catchment to better schools § Rides bike to work, recycles at home and at work

Who are they? Sarah Palmer, Kent Graduate Programme, Kent County Council § 30, Not married, living with partner, no dependants § Has owned house in Ashford for six and a half years § Family and friends all live locally, nice quiet street, § Good access to the motorway - important as she drives to work § In spare time enjoys salsa, capoeira, cycling § Has started vegetable patch, recycles weekly and has a compost bin

Sources of insight § Utilisation data § Predictive data § Front line staff § Surveys and consultation § Customer journey mapping § Correspondence & other contact § Usability testing and website analysis § Formal and informal contact § Engagement and co-design § Ethnography

Differing project needs Engagement What people actually want Segmentation Utilisation What we think people need and use What services people use, where and when

Understanding customers When is it important to develop insight about customers?

Exercise Select an issue / theme that is relevant to your current work. Map out the different questions that could be asked, and methods for answering those questions.

Summary § § Context and challenges Quantitative v. qualitative Sources of data and insight How this is relevant to my work

Any questions? Keep in touch Join our mailing list by emailing: SILK. Team@kent. gov. uk For more information about SILK, go to www. kent. gov. uk/silk