Smart Cities Pilot - Norfolk Customer Insight - Norfolk County Council
The Norfolk Customer Insight pilot will trial the Smart Cities customer profiling process with up to 5 sub projects.
The pilot will trial the Smart Cities customer profiling process with up to 5 sub projects. These will be evaluated and written up and made available. The customer profiles created will be shared locally via Norfolk Insight and the Policy and Performance networks and nationally via the esd toolkit. The profiling process will then become part of the NCC annual service planning process and partners will be supported to use it as part of their service planning work.
The overall outcomes of the pilot are:
- Developing a customer insight process for NCC and partners,
- Building capacity within partners to deliver the process,
- Creating a number of best practice case studies,
- Broadening the knowledge of high contact families, and
- Creating data on customer behaviour on Norfolk Insight to support future projects
Norfolk County Council and its partners wish to make better use of the data we hold about customers in order to improve the way we deliver services and meet National Indicators. We have already developed successful use of statistical and performance data through the Norfolk Insight data observatory and the Performance Plus system – both of which are used by all of the Norfolk County Strategic Partnership as the core sources of information to plan services and projects. This included developing some demonstrator best practice work and then running briefing and training sessions linked – internally – to our annual service planning process and the Policy and Performance networks.
We wanted to do a similar process for customer information by choosing a small number of pilot projects across the partnership which would use customer profiling techniques, develop core guidance and training materials, and then mainstream the techniques.
Pilots were chosen as areas of work we needed to address around National Indicators where our performance was poor and where customer profiling would support the development of service and action plans to address this. The profiling will also be used to develop targeted marketing and social marketing campaigns to achieve the desired improvements.
The work will lead to improved take up of services form priority groups, more targeted and effective marketing campaigns, and in the medium term savings on more intensive interventions.
Customer benefits:
- Improved knowledge of available services.
- Being offered a more targeted set of services.
- Being able to make better choices.
Performance benefits:
- Benefits to a number of National Indicators.
Employee benefits:
- Being able to provide a better and wider ranging service
Financial benefits:
- More cost effective marketing campaigns in the short term.
- Reduced intervention costs in the medium term.
Project benefits:
Testing the Customer Profiling process and providing thorough best practice case studies.
| Attachment | Size |
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| Project_Initiation_Document_WP5_Norfolk_Customer_Insight_2.pdf | 582.07 KB |