Overview

24 Sep, 20209:30 am-3:30 pm
Online Training Course

The Utilising Customer Insight training course provides insight on data collection, segmentation and customer journey mapping to ensure the right services are able to provide in the best way possible.

A recent LGA poll found that between 2013 and 2018, residents ‘feeling well-informed’ about their local council dropped from 67% to 57%, and ‘satisfaction with the local council’ fell from 71% to 62% in this period.

Given the increasing pressure put on public services, due to Covid-19, utilising customer insight can help central government departments and local councils deliver more informed, efficient and cost-effective services. It is therefore imperative that those working within this space embrace customer insight to improve the understanding of their customers, increase user satisfaction and drive efficiencies.

Our Utilising Customer Insight course provides insight on data collection, segmentation and customer journey mapping to ensure the right services are able to provide in the best way possible.

As a professional working within this space, you should attend this course to learn from practical case studies and interactive workshops that will, in turn, improve the effectiveness of your services whilst also improving satisfaction rates amongst your residents.

Learning Objectives:

  • Understand how to think like a customer and act on the feedback they are giving you
  • Deliver improved outcomes through building customer insight strategies and techniques into your service design
  • Develop tailored behavioural insight analysis to reinforce and improve existing customer experience strategies
  • Use segmentation and customer journey mapping to market and target services effectively
  • Given the increasing pressure put on public services, utilising customer insight can help central government departments and local councils deliver more informed, efficient and cost-effective services

Key Speakers

Wilma Smythe photo
Wilma Smythe
CEO & Founder
Inspire
Bridie Lavender photo
Bridie Lavender
Research Officer – Customer Experience Team
Department for Work and Pensions (DWP)

Agenda

9:30 am
Conference Login and Accessing the Online Platform

*Please note this conference will run entirely via an online platform. Specific joining instructions and guidance will be provided to registered delegates

9:45 am
Chair’s Introduction & Clarification of Learning Objectives
Wilma Smythe
Wilma Smythe
CEO & Founder
Inspire
Confirmed
10:00 am
Enabling Customer-Focused Solutions through Behavioural Insights
  • Examining how behavioural analysis can inform decision-making in terms of service design and business development
  • Understanding why our behaviour might not always seem intuitive, and how we can better understand why people make the choices they do
  • Sharing the BIT’s EAST framework, which summarises key behavioural insights to encourage behaviour change
  • Analysing how behavioural insights can reinforce and enhance existing customer experience strategies
  • Inspecting the importance of testing interventions, to continue to learn what works and gain new insights into our service users behaviour
Rhys Campbell
Rhys Campbell
Senior Advisor
The Behavioural Insights Team (BIT)
Confirmed
10:45 am
Morning Break
11:00 am
Case Study: Measuring Customer Experience for Operational Excellence
  • Summarising key findings from the Claimant Service and Experience Survey 2018/19 highlighting customer experience, including the perception of staff and communication channels
  • Sharing plans for the Customer Experience Survey 2019/20 publication, including changes to the new survey (questionnaire and data collection), and themed surveys
  • Stakeholder engagement, governance and communication handling for the Customer Experience Survey
Maxine Willitts
Maxine Willitts
Principal Research Officer – Customer Experience Team Leader
Department for Work and Pensions (DWP)
Confirmed
Bridie Lavender
Bridie Lavender
Research Officer – Customer Experience Team
Department for Work and Pensions (DWP)
Confirmed
11:45 am
Case Study: Using Tenant Insight to Tailor the Customer Service Offering
  • Outlining how Peabody identifies and acquires data for effective tenant insight, including satisfaction data and publicly available information
  • Sharing the market segmentation and customer profiling tools used to understand the varied needs of tenants from different ages, cultures, genders and other groups
  • Highlighting how insights used by business teams in order to anticipate and manage customer needs and tailor services
  • Discussing how Peabody also tailors service offers at a local level, using wider public data to understand the context of challenges and opportunities at the neighbourhood level
Warren Earl
Warren Earl
Customer Insight Manager
Peabody
Confirmed
12:30 pm
Break
1:00 pm
Case Study: Utilising Data to Improve the Customer Experience
  • Outlining Tunbridge Wells Borough Council’s Smarter Digital Services Programme and how it used digital data to improve customer experience across the council
  • Examining how Eye Tracking has be used to identify areas to re-design letters, bills, and web pages, including how this insight into customer behaviour was used to improve their experience
  • Sharing guidance on how to effectively capture and analyse the user journey, as well as utilising data organisations already have, such as customer contact reviews and website analytics
  • Highlighting the key lessons learnt so far, including the importance of user testing, understanding the customer journey and utilising open standards/sources
Catherine Bright
Catherine Bright
SDS Team Manager
Tunbridge Wells Borough Council
Confirmed
1:45 pm
Afternoon Break
2:00 pm
Workshop: Implementing Customer Segmentation to Personalise Services

Delegates will be split into two groups based on experience: ‘Getting Started’ and ‘Next Steps’ 

  • Determining which demographic parameters to measure based on the unique needs of your local area 
  • Evaluating different sources of data based on your goals and objectives, including secondary information and primary qualitative and quantitative research
  • Establishing hypotheses and understanding how to measure outcomes  
  • Utilising the insights to personalise services and implement customer-led transformation 
Wilma Smythe
Wilma Smythe
CEO & Founder
Inspire
Confirmed
2:45 pm
Workshop: Utilising Customer Journey Mapping to Improve Systems and Processes

Delegates will be split into two groups based on experience: ‘Getting Started’ and ‘Next Steps’ 

  • Identifying key touchpoints and ‘points of friction’ for customers in your organisation such as duplicated forms or unnecessary information 
  • Using the customer journey map to recognise the systems and processes which need reform and sharing the best practice for reform 
  • Recapping key goals and measuring results against these goals to push for continuous improvement  
  • Sharing tools and resources for building digital customer journey maps and flowcharts that can be shared with the team 
Wilma Smythe
Wilma Smythe
CEO & Founder
Inspire
Confirmed
3:30 pm
Feedback, Evaluation & Close

*Programme subject to change

Pricing

  • Central Government
    £495.00 +VAT
  • Local Government / NHS / Emergency Services / Education
    £445.00 +VAT
  • Voluntary Sector
    £395.00 +VAT
  • Private Sector
    £595.00 +VAT