Gateway

building real solutions for real lives..

Kent Business School MBA Students 2011

Peter Brook
Transformation and Partnership Manager KCC Customer Experience Team

What is Gateway?

Front Office shared service partnership

Builds on existing partnership structures, agreements, goals and performance drivers Building a new relationship with citizens

Focus on customer need rather than service

provision real people = complex situations

What is Gateway?

Evidence based approach built on customer insight

Integration of services e.g. housing

Investment in the high street Services delivered in accessible locations Services delivered where people are Enables initiatives such as Total Place/Community Budgets to become reality e.g. back office rationalisation

Service Transformation
Transformed local services

Engaging with community and citizens

Reshaping service delivery

Making it happen

Citizens are informed and engaged

Services are tailored to local need

Organisations are fit for purpose

Knowing our communities better

Increasing choice

Finding the resources

Making performance more visible

Joining up service provision

Getting the relationships right

Giving local people more power

Achieving effectiveness and efficiency

Managing the change

Strategic Drift mind the gap

Professionalisation, e-government, Measurement culture etc.
Customer reality Environmental change Strategic response
Amount of change

Varney, Herdan,
Lyons, Gershon Bichard

We spend many millions on organisational and structural change when we need to Phase 1 Phase Phase 3 Phase 4 focus our efforts 2on service redesign Incremental change Strategic drift Flux Transformational around customer need Lordchange or death 22nd Bichard Time Marks & British June 2010 BBC Radio 4 Today Programme Spencer Airways

Strategic Context

What is the customer reality for us? What is the true citizen customer demand? How do people want to consume services? We have increasing limited resources how can use them most effectively not economically How do we ensure the voice of the citizen is heard? Are these skills that we have in the public sector?

Where should we look for evidence?

Service transaction data Feedback data Segmentation data The blending of these data sources together is what provides real insight

Work to close the gap between stakeholder expectation and prediction

FEEDBACK
Consultation
Perception/Satisfaction Complaints, Compliments, Comments Front line staff feedback Councillors Journey Mapping

CLASSIFICATION
Classification Kent & Medway segments

Engagement (design)

Segment (predict)

Customer Insight

Engage & Involve (service redesign)

Utilisation (analyse)

Work to close the gap between prediction and reality

SERVICE DATA

Service Volumes CRM GIS etc.

MOSAIC what is it?

Segments all UK households and postcodes Over 600 data variables 46% census data, 54% other data Validated Updated annually
Other Data Electoral Register DVLA data Companies House Shareholder registers Public credit data Land Registry Lifestyle surveys Postal Address File Market research

Appended to:

British Crime Survey Hospital Episode Statistics Sport for England Plasc

11 Lifestyle Groups

Deprivation

61 Lifestyle Types

MOSAIC tools

Benefits Hub Imagining a simpler, more responsive, more efficient and joined up approach

I want to apply for benefits?

Which one? Who is responsible? Are you eligible? Whats the process? How long will it take? people able to get their full benefit entitlement a system that is efficient, clear and transparent

Benefits Hub
If we were in standing in the customers shoes how might it look?
Pensions Service Housing Advice HMRC

ABO
CSA TUO Credit Union

CAB
BENEFITS HUB DWP Shelter Financial Advice

Employment Advice/Programmes

Partner approach
How do we get to something that more closely matches customer need? Especially life events? How can we turn the benefit request into an opportunity? Work together, respect each others experience, competence and constraints Listen to and involve front-line staff Build something we all own Build the evidence case

Focusing the Scope

Working but low income
Im not sure what I need to do but I Am going on maternity leave Will be retiring soon Work part-time and dont earn enough to pay the bills Have just been made redundant and feel desperate

Leaving work

Routine Advice or Self-Help

Other Services
Have just come out of prison and need a job Have finished college and am looking for a job Was unemployed and have just got a job Am returning to work after a break and need some new skills

Benefits Hub

Looking for work

Starting work

Workshops
Several workshops facilitated by Steria Partner engagement from across central, local government and VCS

Workshop outputs - Personas

Redundancy - Tony Tony has just been made redundant following the closure of a local factory near Ashford, in Kent. He was in full-time employment but on a low income and has been in receipt of Working Tax Credit (WTC). Tony is 46 and married with three children (aged 4, 12 and 14); he also receives Child Tax Credit (CTC). He lives with his family and elderly mother in private rented accommodation. Tonys partner is on long-term Employment & Support Allowance (ESA) but would like to return to work.
Retirement - Maureen Maureen is 59 and lives in Maidstone. She is currently working fulltime but intends to retire at 60 in two months time. Maureen receives WTC and is a homeowner with an outstanding mortgage and no savings.

Customer Journey Mapping

Councils, government departments and other agencies relevant to each scenario Im not sure what I need to do but I have just been made redundant

Customer

Step 1

Step 2

Step 3a

Iss ue or Prob le m

Step 4a

Dept/Org

Referral point

Step 3b

Referral point

Step 4b

Iss ue or Proble m

Agency

Step 3c

Notes, Information Required, Performance Data, Customer Statistics

Customer Journeys as is - 0

Customer Journeys as is - 1

Issues
Customer experience & efficiency:
5 visits, waiting (to be seen and for decisions) Tony is only told which proofs he needs when he applies for a particular benefit No one a part from Tony is looking at the whole picture Although his home is at threat Tony must wait for his HB to be processed causing stress Tony receives no information about the progress of his applications Tony has to give the same information each time, and each agency processes it separately each time

Customer journeys to be - 0

Costs saving example - Tony

Over the last five years there has been an average of 4750 Tonys in Kent As is takes 22 days working time to be takes 7 days working time saving 15 days. Factoring in staff and premises this could be an ongoing saving of 3.7M in the front office

There is gold in the mine

Working but low income
Im not sure what I need to do but I Am going on maternity leave Will be retiring soon Work part-time and dont earn enough to pay the bills Have just been made redundant and feel desperate

Leaving work

Routine Advice or Self-Help

Other Services
Have just come out of prison and need a job Have finished college and am looking for a job Was unemployed and have just got a job Am returning to work after a break and need some new skills

Benefits Hub

Looking for work

Starting work

Gateway Multichannel Transformation Programme High Level Strategy Map

Vision Strategies Tools
MOSAIC, Customer Journey Mapping Workshops, ItoI Customer Perception Surveys

Metrics
Gateway will monitor customer experience at the front line through journey mapping and customer perception twice per year, customers will be segmented using MOSAIC

Learning from citizens customer insight, customer journey mapping, customer satisfaction

To change public services so they more often meet the needs of people rather than the needs of local government and partners, and by doing so reduce the frustration and stress of accessing them. The result will be services that are better for the customer, better for front line staff and better for the tax payer

Grouping services in a ways that are meaningful to the customer e.g. Benefits Hub, Tell Us Once, Enhanced Housing etc.

MOSAIC Journey Mapping Workshops

Reduction in avoidable contact cross agency.

Engaging, empowering and supporting front line staff

I to I, Journey Mapping Workshops, Serial Compliments/ Complaints Journey Mapping Workshops, Cost benefit analysis ItoI, Journey Mapping Workshops, Cost benefits analysis

Building better online & telephone services

Linking local and central government services

Rationalising services for efficiency and service improvement online, phone and face-to-face

Build more effective Face-to-Face delivery % cross-referals will be measured, service failures will be recorded

Making better use of customer information public sector already holds: A) Analysis of Anonymised trend data B) Customer consent and fair processing protocols C) Data sharing protocols

A) MOSAIC B) Gateway client consent forms C) Data sharing policy

Efficiency savings the value in recording the levels of savings achieved by partners is recognised, and Gateway will track these across the partnership

Conclusions

Gateway as an enabler of change Learn, improve and adapt together Change based on true business case, there has to be cost and service benefit we cant afford investment mistakes