Welcome to the community space for all those with a special interest in customer insight.
Understanding your customers and citizens has never been easier. There are many tools available now through esd-toolkit that will support you in making policy decisions, design efficient services around the needs of your locality and generate creative solutions. These methods will not only save money but will also improve customer satisfaction.
The government and citizen expectation of local government is increasingly more demanding and with CSR 10-13 (Comprehensive Spending Review) and the localism agenda it will not be possible to provide services as they have been traditionally offered. Only by understanding the needs of your locality will you be able to make intelligent judgments and tough decisions as to what is really important to people, keeping both politicians and the public satisfied.
A multi dimensional approach can give weighty evidence to service design to enable councils to do more with less yet protect the vulnerable:
Customer Insight uses a variety of intelligence from across the organisation;
esd-toolkit links also pulls together data from a variety of sources for example the community maps show the different characteristics of your area and its people. Use the maps to identify where there is most need and target your services, using the most appropriate communications and delivery channels.
Maps show different circumstances (as defined in esd-toolkit’s Circumstance Lists) broken down for different geographical areas with a local authority’s boundaries ranging from ward down to individual output areas or post codes.
Freely available for all registered local government officers are maps with information gathered by CLG, academic bodies and the Delivery Innovation Team. These maps show:
Subscribed esd-toolkit users and esd-suppliers consultants also see maps built from ONS data on
Anyone from subscribed local authorities can also see commercially licensed data sets from:
The latest Mosaic Public Sector (MPS) was introduced in 2009 and last updated in 2010. MPS has been developed specifically with the Public Sector in mind. It combines a range of public sector information in its data sets and profiles including:
So, in one place, esd-toolkit lets everyone from each subscribing local authority see OAC by output area AND Acorn and Mosaic by ward.
If you have a licence for Acorn or Mosaic, maps show the classification for individual post codes AND the profiles are loaded for use in esd-toolkit’s service and survey profiling tools. Indeed if you have a household licence you can analyse data down to individual household level giving you a wealth of information at your fingertips.
Our About maps provides more information.
Also use the Life Events, and the Needs Lists to help identify who needs your services by using the mappings provided by esd-toolkit. The Local Government Business Model has been developed to give structure to how the public sector works together to deliver efficient services in partnership and is made possible by the use of the standards hosted in esd-toolkit. Using these standards will help you benchmark with other LAs who are demographically similar to you.
A Life Event changes a citizen’s circumstance which implies a need satisfied by a service or group of services. esd-toolkit helps bundle these services together and profiling helps understand who might be the most vulnerable or where the hard to reach groups might live. Several authorities have done case studies demonstrating how they went about various aspects of customer profiling.
You can see how to join the customer profiling project and LAs who are involved
or email Sheila Apicella