Smart Cities Pilot - Customer Insight Toolset - Porism
There is a need to standardise how customers are profiled so municipalities can better target services to reach excluded groups. This pilot will define the standards by which customers are segmented and the techniques used to display customer profiles.
There is a need to standardise how customers are profiled so municipalities can better target services to reach excluded groups. This pilot will define the standards by which customers are segmented and the techniques used to display customer profiles.
Content for the Local Government Business Model (LGBM) (see WP2) for controlled lists of life events, circumstance and needs with relationships between them and services offered by municipalities.
Tools and guidance for identifying services needed by particular customers and for delivering them efficiently through the most appropriate channels.
Approach:
- Workshops of the esd-toolkit Customer Insight working group.
- Visits to local authorities and collection of resources from volunteering municipalities to compile guidance and standard lists.
Deliverables:
- Life events
- Circumstances
- Needs
- Generic service delivery processes
within the Local Government Business Model.
Tools and guidance for:
- Profiling surveys
- Showing how different customer characteristics apply to different geographical areas
- Relating outcomes to demographic factors
- Understanding the costs involved in service delivery
- Understanding customer channel preference and means of migrating customers to more appropriate or more efficient channels
esd-toolkit provides an online toolset and runs a community in the UK to which 70%+ of English and Scottish local authorities belong. The website offers tools and guidance from profiling customer service transactions by matching customer addresses to commercially available data that provides the likely profiles of people at each address.
Through work of esd-toolkit’s Customer Insight working group, further needs have been identified to standardise means by which customers are profiles so municipalities can better target services to reach excluded groups and improve outcomes.
This pilot is to define the standards by which customers are segmented and the techniques used to display customer profiles, understand their behaviour and target service delivery to improve services quality and efficiency.
Particular emphasis is put on understanding the potential for channel swap and means by which customer groups might be encouraged to swap.
Initial customer profiling work prior to Smart Cities involvement has shown that services are delivered mainly in response to customer demand rather than genuine need. The Customer Insight working group has indicated that a municipality can work more effectively where it takes time to understand the needs of a customer and then deliver a specific package of services.
Customer benefits:
- Services that better meet their genuine needs with citizens who are often socially excluded now included
Performance benefits:
- Reducing repeat visits by customers
- Targeting services more precisely rather than a scatter-gun approach
- Identifying business processes that don’t add sufficient value and removing or changing them
- Identifying where there is potential for shift to more efficient channels and how to achieve that
Employee benefits:
- More productive and fulfilling work with less avoidable contact
Project benefits:
- Learning that can be applied by partners and that shows the value of LGBM and the potential of the EU Services Catalogue
| Attachment | Size |
|---|---|
| Project_Initiation_Document_WP5_Porism_Customer_Insight_Toolkit_AUG2010.pdf | 662.67 KB |