I’m not quite sure where ‘customer insight’ fits into the new governments thinking, along with many other matters, but they seem to have taken a shine to Total Place, especially for the potential to save money. So, when a new publication pops out from the CLG, the Local Government Delivery Council and the IDeA it’s worth an investigation.
The twenty page publication entitled “Customer insight: through a Total Place lens” looks at some of the Total Place pilots and examines how they have employed customer insight. Personally I think ‘customer insight’ is an overplayed concept from marketing, that along with the term ‘customer’ for our citizens should be binned, with all that other neo-liberal NPM jargon! However, I believe we do need to know what our citizens want, expect and deserve and this does not require the semi-mystical ‘customer insight’.
In contrast, Total Place, with its focus on destroying silos cannot be a bad thing! I also believe that Local Information Systems may have their place in identifying the real communities that politics can’t.
The first thing that leaped out to me from the report was the costs of service delivery (Tameside’s) being used on page 7, where we have £1.34 for telephone, which is rather different to the £3.21 figure in Socitm’s Better Connected 2010. Similar contrasts occurred over the other channels. I’ve discussed these before and suspect that whilst we can’t agree these, we should stop using them, particularly when there will be massive variations across services. Whilst we consider the drive to the web we should also consider another Insight from Socitm, where the web take-up service indicates two out of three visits to council web sites are simply for information finding purposes – this to me indicates the importance of making sure that information is clear, accessible and available and that the web is less about service delivery.
Isn’t the lesson from Total Place is that we should work with other public services to gain insight to our citizens and communities and to stop replication of each other’s work? Let’s have one shared insight.