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Paul Hatley James Lennon Tuesday, July 29 th 2008

Paul Hatley James Lennon Tuesday, July 29 th 2008. Applying Geodemographics to ‘public attitude and satisfaction’ surveys to better understand your citizen’s perceptions of crime and police performance. Agenda. CACI Geodemographics British Crime Survey and ACORN

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Paul Hatley James Lennon Tuesday, July 29 th 2008

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  1. Paul Hatley James Lennon Tuesday, July 29th 2008 Applying Geodemographics to ‘public attitude and satisfaction’ surveys to better understand your citizen’s perceptions of crime and police performance

  2. Agenda • CACI • Geodemographics • British Crime Survey and ACORN • Analysing a customer satisfaction survey • Geodemographic profiling and predicting behaviour • Examples from Forces and Councils • Channel/ Service Planning • Bespoke Segmentations

  3. Knowing your customers • Across government CACI provide social market analysis, customer insight and spatial analysis – delivering the most seamless means of delivering localised solutions that benefit the lives of millions • Our clients include….

  4. Drivers for change • Gershon Report • Service transformation • Single customer view • Partnership working • Joint strategic needs analysis • Neighbourhood policing • Safer & stronger communities • Comprehensive area assessment • Area Action plans • Social marketing

  5. Knowing your customers Inception Customer Segmentation Customer Interaction Channel / Service Planning Implementation Confirm scope, resources, hurdles, timescales & project structure Assess available data and limitations of use Communicate internally the scope and purpose of study and desired outcomes Create localised Customer segments Assess segment priority Develop additional Insight Include external Attributes – DCSF, BCS, Health Use internal data to explore customer experience Profile the services used and The methods Employed to engage with service Model estimates of service demand and expectations Determine the most appropriate services access Mechanisms Measure the impact of delivering services across channel and locations Identify accessibility of locations and partnership service profiles Deliver the segments, channel profiles and location opportunities project Transfer knowledge of key stages to those tasked with analysing and maintaining the study Implement the technology to ensure ease of communication and adoption of solution across service areas

  6. Accessing external data Individual Postcode

  7. ACORN

  8. ACORN • A unique blend of Census & Lifestyle data • Descriptive of the whole spectrum of society • Does not simply focus on most advantaged or deprived • Responding to newly available data

  9. Customer Satisfaction Surveys • Low volume (<1000) • A lot of detail: • Little benchmarking • Little further use, implementation

  10. Segmenting the Survey – Dissatisfied vs Satisfied?

  11. Who are ACORN Type 52 (and how do we engage with them)? • Communication? • Digital Cable TV, No mobile phone, BT Phone • Shopping? • Asda, Somerfield, Co-op • Interests? • Angling, Bingo, Football, Football pools/lottery • Newspapers? • Record, Star, Sun, NOTW, Sport

  12. Inception Customer Segmentation Customer Interaction Channel / Service Planning Implementation Knowing your customers • Comprehensive, Adaptable, Implementable solutions that enrich your customer understanding • Facilitating greater engagement for customers • Ensuring actions are deliverable and actions accountable • Delivering ‘wins’ quickly and sustainably

  13. Thank you

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