Download - Jason Lowther - Total Place
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Jason LowtherDirector (Policy & Delivery), Birmingham City Council
Re-inventing local services Improving services, reducing costs
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About Birmingham• Britain's biggest city outside London • Over a million residents• Regional capital - over 42,000 businesses • A safe city with crime rates lower than all other core cities• An international centre of business and professional services• Europe's youngest city• A city of faiths• A leading “Science City” and “Digital City”
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Sustainable Community Strategy Vision 2026• Global City with a Local Heart• Economic prosperity and wellbeing• Building aspirations of our young people• High quality of life for all citizens• Improving health inequalities• Tackling community safety issues• Diverse and strong communities
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Birmingham’s building blocks
Strong localStrategic partnership
Consensus on2026 outcomes / LAA
Commitment tocollaboration
Test investment vs. LAA outcomes
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Key PrinciplesPrevention
Personalisation
Business TransformationCo-Production
Partnership
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Birmingham’s Total Place ambition3 objectives
• Put citizens at the heart of better service delivery
• Identify efficiency savings
• Develop new collaborative leadership
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Work undertaken so far…
• Map expenditure and investment in City of Birmingham
£7,500,000,000
• Test alignment of investment to priorities
• Identifying the challenges and solutions
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Pilot (July 09 – Feb 2010)6 Project Themes• Early intervention for children with behavioural difficulties• Working with people with learning disabilities• Working with people with mental health problems• Reducing the impact of drug and alcohol misuse• Gangs• The Poolway ‘Total Community’ project
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Each Project Theme will work on:-
Scope Deep Dive Innovation Savings Barriers
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Collaborative Leadership• Common vision and purpose• Strong strategic leadership• Empowering staff to be creative• Working across organisational boundaries• Different ways of working, thinking, behaving• Citizen/community focus
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Prevention – investment and return
• Children and families - £400m benefits for £40m investment (over 15 years)
• Gangs - £14m from 13 incidents
• Alcohol – 10% reduction in health costs
• Drugs - £9.50 saved for each £1 spent on treatment
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Stabilisation/Harm
prevention
Needs recognised
Care planning
InterventionRecovery /
maintenance
Drugs and alcohol misuse
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Using customer Insight…
Better informed customer strategyBetter served customersResident needs better met More satisfied residentsResident trust in “gold standard” of data protection and securityIncreased staff satisfactionImproved approach to equality, diversity & social inclusionRaise city reputation
Build Customer Knowledge
To help us understand what our customers need and want
Develop Customer StrategyTo treat our customers differently according to
their needs and preferences
Manage CommunicationTo inform the right people at the right time and
show we are listening
Customer SegmentationTo group customers with similar characteristics
and service needs
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Service wanted by member of public?NoYes
No
Yes
Direct economic exchange betweenorganisation and member of public?
Citizen
ObligateeBeneficiary
Customer
Adapted from “Engaging public sector clients” (John Alford, 2009)
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Customer Strategy
Outcome-based Service Transformation driven by customer need
Customer Needs Outcomes Initiatives Investment Output
Continuous enhancement of “joined up” service solutions in collaboration
Segment-specific solutions increasingly inform and drive operational service planning, budgeting, delivery and performance management
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Strategies based on customer needs
Group c
Group b
Segment Profiles1
Service Delivery Framework28 High-level Service Categories based on customer needHigh, medium, low importance of access to information and service usage per segmentPreferred / most receptive channels per segment
2
Mosaic Public Sector DataGroup b
Group b
Group a
Key events and service needs
Ssrvice needService needService need
abcabcbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbabcbacbacbacbabacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbacbac+
Segment Service Plan Group cSegment Service Plan Group b
Segment-specific Service SolutionsStrategic PrioritiesService Offering – most relevant services per segmentChannel Mix for Service Delivery
Segment Service Plan Group a
3
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Unreceptive ChannelsTVLeafletsNewspapers
Preferred (Receptive) ChannelsInternetTelemarketingCommunity Associations & religion-based channels
Key DescriptorsLarge families, some overcrowdingLow qualificationsService sector or manufacturing jobsModest incomesTerraced housingReligion importantMulticultural communities – Pakistani, Bangladeshi and other Asian minorities, plus Eastern Europeans, Somalis and CaribbeanLanguage issues, poor or no English literacyHealth issues, including obesity and high infant mortalitySense of community
Birmingham Group F (13.3%)Diverse (large) families, but mainly from South Asian origin living in inner city terraces
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Customer Insight on drugs misuse
People dealing in drugs at least a fairly big problem in the local area
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Barriersyes
Partners
no
no yes
Government
Agreement and action with partners (including voluntary and private sector) (O/P)
Agreement and action with partners and central government departments and/or agencies(O/P/G)
Change within one organisation (O/O)
Agreement and action with central government departments and/or agencies (O/G)
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Emerging barriers• Short-term financial horizons
• Conflicting performance management and regulatory / audit expectations on different partners/sectors
• “Accountable officer” responsibilities
• Inflexible national rules can get in the way of sensible outcomes
• The burden of national reporting needs to be reduced.
• Facility for rigorous evidence-based analysis and evaluation of programmes
• Evaluation of the “value added” by various commercial customer insight products
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Improving services and reducing costs involves …• Service redesign rather than modification,
doing different things• Prevention and early intervention
rather than treating the consequences• Being a public servant for Birmingham’s Citizens• Helping residents and communities to help themselves