Transcript of Customer Intelligence - The Riverside Journey
- 1. Customer Intelligence the Riverside journey Amy Redman
Business Information & Research Manager Riverside
- 2. 2008 2015 2010 2012 2013 2014 Commissioned Segmentation
Segmentation roll out Need for more intelligence & Big Data
Project TIM Development TIM Automation Segmentation management
& embedding
- 3. Customer Intelligence Round 1 Appointed CACI Team from
Riverside worked closely with CACI 18 months to completion Generic
segmentation general needs & sheltered Combination of Riverside
& CACI data (arrears, asb, turnover, acorn, communications
preferences)
- 4. The outcome 8 segments Pen portraits Knowledge spreadsheets
Every tenant assigned to a segment Tool to slot new tenants
- 5. Did it work? Strategically successful Added new level of
understanding of our tenants Highlighted different behaviour from
different groups New tool to describe our customers Enabled
prioritisation & targeting 2 years before was embedded (by then
the group had grown!) But
- 6. Did it work? Staff struggled to understand the concept of
segmentation Names were controversial We didnt have enough of our
own customer data No CRM Generic segmentation very broad
Maintenance overhead of data How do people move and when? Resource
for updating pen portaits Closing the gap (between segments) Not
enough intelligence!
- 7. 2008 2015 2010 2012 2013 2014 Commissioned Segmentation
Segmentation roll out Need for more intelligence & Big Data
Project TIM Development TIM Automation Segmentation management
& embedding
- 8. Big Data HACT Big data project with Microsoft Riverside
first org to put data in Pilot on likelihood of arrears Over 15
associations involved Vast array of data Data scientists working on
it.
- 9. 2008 2015 2010 2012 2013 2014 Commissioned Segmentation
Segmentation roll out Need for more intelligence & Big Data
Project TIM Development TIM Automation Segmentation management
& embedding
- 10. While we were waiting Team embarked on data science
training: Using R & SPSS Bayesian Statistics, Frequent Item set
Mining, Predictive analytics Worked with a qualified Data scientist
Training Critical friend Transformation Change Programme Changing
the role of front line workers Proactive working Staff need better
tools Drawing on the benefit of hindsight.
- 11. Tenancy Intelligence Model (TIM) Riverside = Lots of data
Used as intelligence to: Plan at a strategic level Report
performance Support operational activity via procedural reporting
Not used to: Inform planning of operational resources Identify
tenancies at risk immediately Assist in prioritising staff activity
by focusing attention Need to make better use of the data we hold
New frontline worker model needs this Model to direct
priorities
- 12. Why? A number of reasons: Identify high demand tenancies
Sustain the right tenancies Bring to an end in a controlled manner
inappropriate tenancies Manage tenancies in a cost effective way
Identify where resources are at the highest demand Prioritise
resources based on demand as opposed to stock numbers
- 13. How TIM works Currently built in Excel but will become live
data in BIRT and GIS Brings together a range of indicators that
represent demand (time, multiple resource, high cost, multiple
interaction). Indicators cover a range of demand (arrears, contact,
repairs, ASB etc.) Provides intelligence on every General Needs and
Sheltered tenancy Categorises each tenancy into 1 of the 4 demand
categories: High Demand Medium Demand Low Demand No Demand
- 14. TIM Indicators Chosen 12 indicators of demand which are
available in the data warehouse - so we can create live reports.
Majority of data is looking at whats happened in the past 3 months
or snapshots of data Indicator no. Indicators Source Frequency 1
Shortfall on rent (where tenant pays some or full rent, rather than
full HB). CorVu report 60 days 2 Arrears over 2000 BIRT at present
3 Arrears increase over 5 weeks BIRT at present 4 Number of repairs
logged CorVu report past 3 months 5 Rechargeable repairs value Cold
repairs extract past 3 months 6 Number of Interactions logged CRM
past 3 months 7 Number of cases opened CRM past 3 months 8 Number
of complaints logged CRM past 3 months 9 Number of days ASB case
active - victims ASB HUB past 3 months 10 Number of days ASB case
active - perpetrators ASB HUB past 3 months 11 NOACs BIRT past 3
months 12 Gas Service - Days Overdue BIRT at present
- 15. Testing & sense checking Checked if TIM corresponded
with Academy notes high demand had other ongoing issues e.g.
domestic violence, social services, mental health etc. Demonstrated
TIM to frontline teams to sense check with their local knowledge.
Provided us with feedback on indicators: Add indicator on no access
for visits Gas service days overdue ASB cases vary some demanding
some not, suggested to look at no. of days case active for as a
measure of demand. Shorten timescale to 3 months (not 12 months) so
we can recognise sudden blips in tenancy behaviour
- 16. TIM Results GROUP LEVEL CATEGORY OF PROVISION %, 0.1 00 3
Group demand level 11% 6% 16% 11% 51% 59% 23% 25% 0% 25% 50% 75%
100% General Needs Sheltered Demand level by category of provision
High Demand Medium Demand Low Demand No Demand
- 17. TIM Results DIVISIONAL LEVEL
- 18. Demand TIM Score Movement Tenancy Ref Tenancy Name Last
Contact date HIGH 89.91 88977003333 Matthews 10/01/2014 HIGH 86.00
88977003322 Owen 22/04/2015 MEDIUM 51 88998911222 Wood 07/11/2014
LOW 2.57 7766901542 Clawson 08/10/2013 NONE 0 12367499999 Baggaley
01/04/2015 Housing Officer: Sue Powell Tenancies: 5 High demand:
2/5 (40%) Improvers: 2/5 (40%) Decline: 2/5 (40%) Report Date:
23/04/2015
- 19. 0.00 125.00 250.00 375.00 500.00 0.00 22.50 45.00 67.50
90.00 112.50 Wk 48 Wk 51 Wk 2 Wk 5 Wk 8 Wk 11 Wk 14 Wk 17 Wk 20 Wk
23 Wk 26 Wk 29 Wk 32 Wk 35 Wk 38 Wk 41 Wk 44 Wk 47 Wk 50 Wk 53 Wk 3
Wk 6 Wk 9 Wk 12 Wk 15 Wk 18 Wk 21 Wk 24 Wk 27 Wk 30 Wk 33 Wk 36 Wk
39 Wk 42 Wk 45 Wk 48 Wk 51 Wk 2 Tenancy: Matthews/88977003333 A A A
TIM TIM TIM Tenancy Start Repair Visit Complaint PMOT TMOT ASBA
Transaction box Click on timeline icons for further detail &
link to BIRT report & academy pop (or relevant system)
TOS/Warning flags Link to log details in Oneview Notes (most recent
notes on tenancy) from academy?Tenancy Action plan key actions
Search new tenancy Household details
- 20. Customer Frontline Staff/CSC Self Serve Academy Promaster
HUB CRM DW Performance Reporting BIRT & GIS BIRT & GIS BIRT
KPI/Performance dashboards Click in to case Frontline Staff
Specialist Colleagues/Stakeholders Proactive (or reactive)
Proactive Cached version with key detail? TIM
- 21. 2008 2015 2010 2012 2013 2014 Commissioned Segmentation
Segmentation roll out Need for more intelligence & Big Data
Project TIM Development TIM Automation Segmentation management
& embedding
- 22. The test from April 2016 Are staff using it Do they
understand why they are using it Are we seeing a
movement/improvement Measuring it Next steps prediction for new
tenants
- 23. Thank you Any questions?