Customer Insight
This project aims to develop customer insight capability within authorities to a consistently high standard and make better use of insight to shape services.
Public Services need high quality insight into who their customers are, what their needs are and what they feel about their services. All councils and their partners will want to understand the diversity of their communities and deliver services which are responsive and centred around individual need. To do this, they need to get maximum value from the information they gather about their citizens and be able to bring these information sources together to build a rich and comprehensive view of customer need.
A deep understanding of customers and citizens is central to all public organisations. Insight informs all aspects of public service delivery from generating a strategic understanding of communities, to managing performance, through to understanding the target audience for particular services or campaigns.
The Customer Insight project is in two linked consecutive stages:
1. Intelligence Gathering
Meetings with key Officers across the regions Local Authorities & desk research to
- Identify who is using customer insight and how
- Establish the types of customer insight in use
- Map the current and projected skills base required for insight
- Establish where insight fits in service planning in our region
- Identify the drivers for insight across the region
- Clarify the business benefit and who is deriving this
- Identify use of insight tools and methods in the region including: Customer journey mapping, approaches to life events, approaches to customer need, lean thinking, consultation, customer segmentation.
2. Building a collective approach for the region
Drawing conclusions:
- Developing a shared understanding of insight in the region
- Building a business case for insight as a key tool for Local Authorities
- Identifying the critical success factors for insight capability
- Building a common model for use of insight
- Building efficiencies through shared resources in customer insight at regional level
Download the project report, 'Moving Customers out of Customer Services' here.
Project Contacts
Liz Greer liz@ruahine.co.uk
Tel: 07766 118 890