Customer Led Transformation Programme Case Study – Chorley Council Meeting the Critical Needs of Older People Project 19/58 Contents
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LGDC local government delivery council Improvement Customer led transformation programme Case study – Chorley Council Meeting the critical needs of older people project 19/58 Contents About Chorley 3 Background 4 Objective 6 Approach 7 Findings 16 Outputs 22 Outcomes 26 Governance and resourcing 30 Challenges and lessons learnt 31 Next steps 33 2 Case study – ‘Measure-Up’ About Chorley The Customer Led Transformation Programme Chorley is a borough in central Lancashire to the south of Preston. Chorley has a Chorley Council’s “Meeting the Critical population of 104,100 in 2008, which is Needs of Older People” Project has estimated to grow to 115,700 by 2020. been funded under the Customer Led Chorley is predicted to have one of the Transformation programme. The fund biggest increases in over 65s in Lancashire aims to embed the use of Customer by 2020. Insight and Social Media tools and techniques as strategic management The borough is relatively affluent, but some capabilities across the public sector pockets of deprivation exist. Unemployment family in order to support Place-Based is lower than the Lancashire, national and working. regional averages, but about an eighth of the borough’s areas are amongst the The Customer Led Transformation most disadvantaged 20 per cent nationally. programme is overseen by the Local Seventy-five per cent of residents live in Government Delivery Council (supported urban areas, and twenty-five per cent live in by the Local Government Association). rural areas. The fund was established specifically to support collaborative working between local authorities and their partners focused on using customer insight and social media tools and techniques to improve service outcomes. These approaches offer public services bodies the opportunity to engage customers and gather insight into their preferences and needs, and thereby provide the evidence and intelligence needed to redesign services to be more targeted, effective and efficient. Case study – ‘Measure-Up’ 3 Background as hospitalisation or residential care – and Chorley has the most rapidly ageing thereby reduce the financial cost to the wider population of any borough in the North West public sector. of England with 20.6 per cent of residents estimated to be aged 54 or over by 2020. The Help the Aged estimates that nationally ‘Meeting the Critical Needs of Older People’ nearly three million pensioners in the UK project was initiated to address some of the are living in fuel poverty with many forced issues highlighted by Chorley Partnership’s to choose between heating their home and Health and Equality Strategy 2009 to 2012. eating. Several other projects in the North The strategy highlights the specific health West region had conducted research and needs associated with ageing, namely: analysis into fuel poverty among older people, including Salford in 2005 and Blackpool in • In ten years’ time, since a greater percentage 2009, and had concluded that it was not of the population will be older than today, feasible for a single agency to tackle the wide approximately 37 per cent more people over range of factors that contribute to fuel poverty. 65 will have dementia than at 2009 levels. Therefore this project focussed on taking a • Older people are much more likely to suffer holistic approach to both understanding and from strokes than younger people. By 2020, it addressing fuel poverty locally. is predicted that 38 per cent more people over 65 will have a long standing health condition Chorley Council became aware they were caused by a stroke, than at 2009 levels. not reaching all older residents with needs following discussions with their partners at • Older people are also much more likely to be the LSP’s Health and Well-being meetings. admitted to hospital with injuries sustained by For example the Fire and Rescue Service accidental falls than the rest of the population. raised concerns that they were delivering By 2020, 38 per cent more people over 65 will Home Fire Safety checks to residents who be admitted to hospital through unintentional could benefit from other services such as a falls than at 2009 levels. health check. Through their participation in local networks such as the Older People’s Forum, Chorley Total number of older people in 20,700 Council began to suspect that there were older Chorley (based on women over 60, men over 65 (ONS Estimate people suffering from fuel poverty in the borough 2009)) that local services were not yet reaching. Total number of people from this 9,601 Fuel poverty occurs where households group contacting the council during need to spend more than 10 per cent of 2009-2010 (based on Chorley their income on maintaining a minimum CRM data) level of heat, and hence is a marker of Percentage of older persons in 46 per cent health and social deprivation. Chorley contact with the council Council hypothesised that by identifying and Percentage of all residents in 63 per cent addressing these needs through preventive contact with the council 2009-2010 interventions they could reduce the incidence Source: Estimates from ONS and Chorley Council CRM system of more costly outcomes such 4 Case study – ‘Measure-Up’ Chorley Council also participates in a range This project has developed the concept of of local networks and community groups and, Customer Centric Service Provision and based on interaction with older residents applied it to a local area and the community and their representatives at meetings of that it serves. It started with the viewpoint these groups, they hypothesised that many that ‘’fuel poverty’ is a complex issue and vulnerable elderly are unaware of available therefore would benefit from a ‘systems’ services and sources of financial support, based approach to working with customers. It increasing the risk of serious illness and used and further developed three main tools: death. • a knowledge architecture of customer This project built on the previous initiative needs “Circle of Need®”1) referred to as CN in this • a front-line interview template Case Study. CN was led by Chorley Council. • an area-wide learning process which can be used in an evolutionary way to achieve “Part of solving a problem is being aware a radically different approach, based on of it, so the more people that I, in my role Customer Centric Service Provision. as Older People’s Champion can make aware, the better” Cllr Rosemary Russell, Chorley BC The CN project developed a depiction of all types of local authority customers and their needs (and the inter-relationships between these needs), through workshops involving experienced front line local authority staff from all types of authority, as well as fire and accident service staff, police, primary care trust and the Chorley citizens’ panel. CN evolved over three project phases: proof of concept, full architecture of customer need and training materials to support experimentation. This further Circle of Customer Need project is an initial front line implementation of this earlier more theoretical work. 1 Circle of Need is a trademark of Aperia Government Services Case study – ‘Measure-Up’ 5 Objective The overarching objective of the project was • understand the services available to meet to understand the causes of fuel poverty in these needs, eligibility requirements and the borough and to reach those people in the potential providers established through area the borough had little or no contact with. engaging with local organisations To these ends, Chorley Council sought to: • deliver a programme of activity to raise • identify and engage with older people, awareness of the issue and increase take- aged 60+ in order to broaden their up of relevant services understanding of the behaviours and • develop mechanism to capture insight in needs of this group in relation to fuel the longer term to provide an evidence poverty as well as investigating wider base to feed into Council and LSP strategy related needs, how needs are linked and • influence and enable effective policy and the opportunities this may present. strategy in this area. 6 Case study – ‘Measure-Up’ Approach The project took the following series of Socio-demographic data steps to delivery against these objectives: The project team profiled socio demographic • reviewing social demographic data data for the key variables associated with fuel • drafting and testing a Circle of Need poverty and older people such as age, marital • conducting workshops with customers status, type of housing and level of income and from this were able to identify groups and • conducting workshops with partners types most at risk from fuel poverty. • promoting information, advice and support to residents • developing tools for practitioners. The socio-demographic groups identified were based on Experian’s Mosaic data. per cent of Socio-demographic group based on mosaic profiles households M57 – Older people in flats subsisting on welfare payments 1.90 per cent M56 – Older people living on social housing estates with limited 1.87 per cent budgets M59 – People living in social accommodation designed for older 1 per cent people O67 – Older tenants on low rise social housing estates where 1.40 per cent jobs are scarce K49 – Low income older couples long established in former 0.83 per cent council estates M58 – Less mobile older people requiring a degree of care 0.09 per cent L54 – Retired people of modest means commonly living in 1.73 per cent seaside bungalows The groups M57 and M56 occurred most frequently and made up almost 4 per cent of Chorley’s population. Case study – ‘Measure-Up’ 7 The groups were mapped using GIS to build Customer workshop up a visual representation of fuel poverty across the borough using colour coding to The next step was to test the content and indicate level of risk. The maps provided a assumptions of the draft Circle of Customer very effective ‘snap shot’ of the issue locally Need with customers.