1. 1. Customer Intelligence the Riverside journey Amy Redman Business Information & Research Manager Riverside
2. 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. 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. 4. The outcome 8 segments Pen portraits Knowledge spreadsheets Every tenant assigned to a segment Tool to slot new tenants
5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 17. TIM Results DIVISIONAL LEVEL
18. 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. 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. 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. 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. 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. 23. Thank you Any questions?