LGDC local government delivery council Improvement Customer led transformation programme Case study – Scarborough Borough Council Wellbeing project: Keeping older people safe in their home 45/58 Contents About Scarborough 3 Background 4 Objective 5 Approach 5 Findings 8 Outcomes 11 Benefits 18 Governance 22 Resourcing 23 Challenges and lessons learnt 25 Next steps 26 About Scarborough The Customer Led Transformation Programme The Borough of Scarborough makes up the eastern boundary of North Yorkshire and Work in the Borough of Scarborough includes North Yorkshire County’s entire has been funded under the customer coastline. From Reighton in the south to led transformation (CLT) programme. Staithes in the north the area includes some The fund aims to embed the use of of England’s most popular and attractive customer insight and social media tools coastline and beaches. and techniques as strategic management capabilities across the public sector family The sea remains a significant part of the in order to support place-based working. lives of many communities, but fishing is not the significant industry it once was. Tourism The customer led transformation brings almost 5.5 million visitors into the area programme is overseen by the Local each year. They spend over £320 million Government Delivery Council (supported enjoying the history, landscape and beaches by the Local Government Association). of the area and therefore many residents depend on tourism for their living. Over two- The fund was established specifically to thirds of people work in this industry or in the support collaborative working between public sector and as a consequence average local authorities and their partners focused wages tend to be low and part-time working on using customer insight and social common. media tools and techniques to improve service outcomes. These approaches offer What makes the area a great place to visit public services bodies the opportunity to can cause problems for its residents. Public engage customers and gather insight into transport and the road network sometimes their preferences and needs, and thereby mean that residents in the more rural areas provide the evidence and intelligence can find it hard to get to the services they needed to redesign services to be more want and need. targeted, effective and efficient. Scarborough Borough Council (SBC) services an area of 330 square miles, almost two-thirds of which is in the North York Moors National Park (Heartbeat country). The Borough’s population is 106,243 with just over half of its residents living in the three coastal towns of Scarborough, Whitby and Filey. Scarborough Borough Council Keeping older people safe in their home 3 Scarborough Borough Council (SBC) has Whilst undoubtedly a superb place to 50 councillors and is led by a Leader and live, the Borough has some of the worst Cabinet. The Borough sits within the shire deprivation anywhere in North Yorkshire. county of North Yorkshire and therefore a key A tenth of the Borough’s communities are partner is North Yorkshire County Council as deprived as any in the country. This (NYCC), but it also has a proven track record is despite international recognition that of working effectively with other public sector Scarborough Borough Council has facilitated partners, the private sector and the voluntary some of the most innovative and successful sector (eg Scarborough Borough Council, regeneration work in the UK (eg Europe’s North Yorkshire County Council and Craven Most Enterprising Place - Winner 2009; District Council share a common telephone Academy of Urbanism - ‘The Great Town’ - system). Winner 2010) which includes new creative industries exploiting digital technology. Older people make up more of the local population than elsewhere and the area is popular for retirees. North Yorkshire Background has a significantly higher proportion of its population (44.8 per cent) aged over the age In 2009 the councils of North Yorkshire of 44 compared to England and Wales (39.6 initiated a partnership whose aim is to per cent) and to the Yorkshire and Humber improve access to services across the region (40.0 per cent). Within Scarborough, area. The ‘Connect Partnership’ comprises the proportion of the population in the older of the County Council, the seven District age groups was even more significant with Councils (Craven, Hambleton, Harrogate, 48.6 per cent of the population aged 44 or Richmondshire, Ryedale, Scarborough and over. Selby), City of York Council, North Yorkshire Police and the two National Parks (North The 2012 Joint Strategic Needs Assessment York Moors and Yorkshire Dales). further highlights this identifying that the over 65yrs population in Scarborough is expected From the start the Connect Partnership to increase from 22.9 per cent in 2010 to understood how important it was to have 33 per cent by 2035 against a projected good customer insight built into any service population of 111,800 and this will inevitably transformation programme. Therefore place an increased burden on health and in 2010 it successfully bid for Customer social care services. Led Transformation funding to undertake customer insight into one specific segment of Scarborough has also proven popular for its population. migrant workers such as those from Eastern Europe. The number of migrant workers The initial emphasis was on older people. increased from 1 per cent of the population in These make up a higher than average 2001 to 2.4 per cent in 2009. percentage of the population in the area and the group was forecast, by the 2009 Area Assessment for North Yorkshire, to grow to 24 per cent by 2018. However, the focus of the project was later (see Phase 3 below) expanded to include all vulnerable adults. 4 Scarborough Borough Council Keeping older people safe in their home By studying this particular segment it was An important element in achieving this hoped the project would be able to make objective involved demonstrating how a positive impact on the services offered customer insight can (should) be a key to older and vulnerable people as well as component of any process re-engineering or improve the process by which such services transformation programme. were delivered. Approach Objective This project was initiated by the Connect The ultimate objective of this project was to Partnership when it wanted to investigate produce a multi-agency service delivery tool the provision of services to elderly people that could supply all the key services needed within the area. The Connect Partnership by older people via a single interview/ then made a bid for CLT funding to assessment. utilise Customer Insight to improve their understanding of the needs and aspirations To achieve this objective the project aimed to of this growing segment of the population utilise Customer Insight. Such insight allows and subsequently to improve delivery of their for informed decisions that can help both the services to this group. customer and the service provider(s) get/give better service delivery in a more business Having identified the target group and efficient way. Hence, the project aimed to succeeded in their bid for funding the deliver a solution that met the ‘hopes’ and partnership launched a project which addressed the ‘fears’ that were identified in comprised of a number of phases. the initial older person’s workshops. Scarborough Borough Council Keeping older people safe in their home 5 The project included a number of older Phase 1 people’s workshops that established typical In order to gather customer insight, phase 1 journey maps and gathered qualitative involved a number of activities. impressions about their experiences using the services offered to them. It also included • a consultancy partner (Aperia) with the piloting of a new multi-agency delivery customer insight experience was employed process designed to help address some of • the initial target group (older people) had the concerns raised by older people in the already been identified earlier workshops. • contact was made with established The project’s methodology followed a four- community groups (eg Age Concern, phase process in which customer insight was Carers Association, etc) representing this the first and fundamental element. target group • these groups were invited to bring The early stages of the project covered their members to three workshops Scarborough, Harrogate and Hambleton but, (Northallerton, Harrogate and because of the fact that Scarborough had a Scarborough). large elderly population and large areas of deprivation (there are eight LSOAs within the • approximately 50 people attended each bottom 10 per cent and 14 LSOAs (nearly 20 workshop per cent of LSOAs) within the bottom 20 per • running the workshops to obtain from the cent of most deprived areas in the country participants their: for overall deprivation), it was selected as the º hopes, needs and expectations initial focus for the pilot stage of the project. º views and perceptions of public service To ensure all the key stakeholders became provision involved in the project, the Connect º actual experiences of using public Partnership approached the Borough of services Scarborough Public Services Executive (PSE) and requested that it act as º views for improvement in terms of sponsoring body for the pilot phase of the access to services project. • the ‘Circle of Need’ technique used by Aperia seeks to identify customer needs The PSE is a ‘place-based’ group, chaired by and expectations and keeps the focus on the leader of SBC, incorporating all the local need. This process: public and voluntary sector service providers in the area, thus ensuring participation by key º maps out a typical customer journey as a ‘health’, ‘support’ and ‘wellbeing’ providers. service user navigates their way around Its vision is for “One Public Service “and it the services relevant to their need facilitates local agencies coming together º seeks to find ways to improve this seamlessly to deliver more cohesive, joined ‘journey’ by identifying duplication and up and unified local services.