Customer Insight 18Mar10 Workshop B Graham Cadle

Graham Cadle

Director of customer servicesLondon Borough of Croydon

Understanding customer needs to improve services

Croydon and total placeGeneral approach to customer insightHow we supported our pilotOur findingsNext steps

The Croydon context

40% BME background - forecast to rise to 50%(+)

by 2026

100 languages and 3 main religions

30% Community Perspectives, 22% Secure

Suburbia (MOSAIC)

43,000 of school age – London’s largest

With 70 births per 1,000 women, fertility rates in

Croydon are above average

Births have risen to more than 5,000 per year and

are likely to continue to rise

1,000+ looked after children – 2/3rds are asylum

seekers

45% of births are to mothers not born in the UK

Our Total Place PilotImproving children’s health and wellbeing:

conception to 7 year old

Building on a strong LSP

A general approach

Build knowledge of the customer Determine how to best engage and

understandTest initial findingsEmbed changeMeasuring outcomes

Understanding the customer

Service user data MosaicSatisfaction and complaintsPerformance informationPrevious engagement

(corp approach)

User and non-user

Engaging our customer

The right mixComfortable environmentStimulating rich feedback

HOW?

Surveys

Focus groups

In depth interviews

Who we spoke to and how

What did we find Root causes Untapped resource Visual and verbal quotes to challenge

professional and organisational conceptions Confirmation of some initial views and

findings 13 principles to be considered in all our

propositions Link into other services and customer groups Customers involved feel valued

Using the findings

Toolkit for use in each proposition development – 13 principles

Training workshops and support Intro to ethnography and co-design Interview skills creating a user engagement plan Integrating research with service design

Building service and corporate skills for further projects

Feeding appropriate links into other services (older people, street services)

Final Thoughts

Without a true understanding of customers we are missing huge opportunities

Our customers provide resource and skills

New skills and approaches are required to truly engage in re-designing services

Involving increases trust and satisfaction – and ultimately outcomes