Project Initiation Document

Transcription

1 Project Initiation Document Pilot name: Customer Insight toolset Municipality: Porism Ltd (esd-toolkit) Work-package: WP5 Channel Swap Date: 6 December 2009

2 Contents 1. Introduction Pilot information Pilot name Pilot acronym Pilot website What type of initiative is the pilot? Pilot country Pilot city/region Pilot start date Pilot finish date Pilot operational date Background to the pilot Pilot topics Pilot sector Target users of pilot Description of target users Type of service Overall implementation approach Pilot description Objectives Approach Deliverables Exclusions Constraints Assumptions/dependencies Business case Summary/overview Customer benefits Performance benefits Employee benefits Financial benefits Project benefits Pilot management/organisation Staff/financial resources Reporting framework Pilot plan Risks Co-design Transnational work... 17

3 1. Introduction A project initiation document [PID] is a document that brings together in one place the key information needed to start, manage and evaluate a pilot. All stakeholders should be informed of the development of a PID, and the final PID should be agreed and signed off by the management in municipal partners. The PID should contain information setting out the "who, what, why, when and how" for the local pilot. It should define all major aspects of the pilot, and can be used as a key part in the management of the delivery of the pilot and sets the baselines that will be used in any assessment of the pilot's success. All Smart Cities partners are expected to produce a PID for each local pilot. These will be used by the project and by local partners to measure progress against the aims and objectives set out in each pilot's PID. Many partners will already be expected to develop PIDs for their pilots: in this case relevant information should be copied into this form. 2. Pilot information This section sets out the basic information about your pilot Pilot name What s your pilot project called? Customer insight toolset 2.2. Pilot acronym Does the pilot have an acronym? [e.g. SCRAN?] If not, leave blank Pilot website Does the pilot have a local website? If not, leave blank What type of initiative is the pilot? Select all that apply to your pilot. Project or service Network Strategic initiative Award scheme Promotion/awareness scheme Other

4 2.5. Pilot country Belgium Germany Netherlands Norway Sweden UK 2.6. Pilot city/region National 2.7. Pilot start date January Pilot finish date September Pilot operational date When did your pilot go live to the public/businesses? In phases from September 2009

5 3. Background to the pilot Set out the context for the pilot: why are you interested in doing this work, what issues do you need to address, why do you feel you need to address them etc.. esd-toolkit provides an online toolset and runs a community in the UK to which 70%+ of English and Scottish local authorities belong. The website offers tools and guidance from profiling customer service transactions by matching customer addresses to commercially available data that provides the likely profiles of people at each address. Through work of esd-toolkit s Customer Insight working group, further needs have been identified to standardise means by which customers are profiles so municipalities can better target services to reach excluded groups and improve outcomes. This pilot is to define the standards by which customers are segmented and the techniques used to display customer profiles, understand their behaviour and target service delivery to improve services quality and efficiency. Particular emphasis is put on understanding the potential for channel swap and means by which customer groups might be encouraged to swap Pilot topics Select all that apply to your pilot Efficiency & Effectiveness, Benchmarking Inclusive egovernment eidentity and esecurity eparticipation, edemocracy and evoting eprocurement Services for Businesses Services for Citizens High Impact Services with Pan-European Scope Interoperability Legal Aspects Multi-channel Delivery Open Source Policy Regional and Local User-centric Services Other Infrastructure

6 3.2. Pilot sector Select all that apply to your pilot Communication (infrastructure) Crime, Justice and Law Culture and Media Customs Education, Science and Research Electricity/Gas Employment Environment Fire Services Healthcare Internal market Local/Regional Community Development Procurement Social Security Social Services Tax Travel, Transports and Motoring Water Other Social Services Other 3.3. Target users of pilot Select all that apply to your pilot egoverment Administrative Business (self-employed) Business (industry) Disadvantaged/deprived communities Families and children at risk Homeless Minorities and migrants Business (SME) Older people (60+) Citizen Civil society Intermediaries Other ehealth Add Patients General public Health authorities People living in poverty and/or precarity People with anti-social and criminal behavior People with disability People with health and long-term care problems People with no or poor digital literacy SMEs, associations and intermediaries Unemployed people Young people at risk of marginalisation

7 Health professionals Other einclusion Women Any citizen 3.4. Description of target users Please describe your target group and provide some information on size, composition and needs. Services are directly aimed at the officers of local government and related organisations involved in local service delivery particularly heads of customer services. The tools and techniques developed will help better targeting of services in general to citizens and businesses. The biggest impact is expected in reaching digitally and socially excluded groups Type of service Select the one that best applies to your pilot Not applicable/not available Awareness-raising information Training and education Content provision IT infrastructures and products Participation Inclusive services of general interest Other 3.6. Overall implementation approach Select the one that best applies to your pilot Public administration Private sector Non-profit sector Partnerships between administration and/or private sector and/or non-profit sector

8 4. Pilot description These sections of the PID describe what the pilot will do and how it will do it Objectives What outcomes should be delivered by the pilot? (Business case/benefits should be set out in Section 5) Content for the Local Government Business Model (LGBM) (see WP2) for controlled lists of life events, circumstance and needs with relationships between them and services offered by municipalities. Tools and guidance for identifying services needed by particular customers and for delivering them efficiently through the most appropriate channels Approach How will the pilot do this? Workshops of the esd-toolkit Customer Insight working group. Visits to local authorities and collection of resources from volunteering municipalities to compile guidance and standard lists Deliverables What outputs/processes/procedures/definitions will be delivered by the pilot? Lists of: Life events Circumstances Needs Generic service delivery processes within the Local Government Business Model Tools and guidance for: Profiling surveys Showing how different customer characteristics apply to different geographical areas Relating outcomes to demographic factors Understanding the costs involved in service delivery Understanding customer channel preference and means of migrating customers to more appropriate or more efficient channels

9 4.4. Exclusions What issues are outside the scope of the pilot? Any software provided will be purely to illustrate the data and the model and will not form a project deliverable in its own right Constraints What issues constrain the pilot? (These will include financial, technical, and timing issues.) This is a very broad field so specific techniques applied and data shared will be dependent on the interests of participating municipalities and what demographic data is readily available Assumptions/dependencies Set out the assumptions you have made at the beginning of the pilot particularly if your pilot is dependent upon other projects/pilots. Identify external factors which may affect the pilot. The Local Government Business Model (LGBM) will be developed in parallel under WP2.

10 5. Business case Set out why your municipality feels the pilot is necessary, what the pilot seeks to achieve, and what benefits it will deliver. Include how these benefits will be measured (e.g. increased customer satisfaction, faster processing etc.) Summary/overview Initial customer profiling work prior to Smart Cities involvement has shown that services are delivered mainly in response to customer demand rather than genuine need. The Customer Insight working group has indicated that a municipality can work more effectively where it takes time to understand the needs of a customer and then deliver a specific package of services Customer benefits Services that better meet their genuine needs with citizens who are often socially excluded now included Performance benefits Efficiencies are gained from: Reducing repeat visits by customers Targeting services more precisely rather than a scatter-gun approach Identifying business processes that don t add sufficient value and removing or changing them Identifying where there is potential for shift to more efficient channels and how to achieve that 5.4. Employee benefits More productive and fulfilling work with less avoidable contact Financial benefits See Performance benefits 5.6. Project benefits Learning that can be applied by partners and that shows the value of LGBM and the potential of the EU Services Catalogue.

11 6. Pilot management/organisation Set out the organisational structure that will manage your pilot. This should include relevant senior managers, project/pilot managers and staff. Please indicate how the pilot will be managed. Mike Thacker, Technical Director, Porism Ltd will take the lead and have the overall decision on how this work package proceeds. Sheila Apicella, esd-toolkit Project Lead, will take on the practical day to day running of the UK pilot and be the main liaison link with other project participants. Nicki Gill, Porism Project Lead, will take on the liaison role between the users and the internal Porism staff. Nicki will work to understand user defined requirements and translate those needs into a technical specification such that the programmers can use to design any software enhancements. Mike, Sheila and Nicki may attend meetings to present findings or request help from partners and will run workshops relevant to achieve the specified outcomes. Rob List, Porism Financial Manager, will log all relevant project spend and account for the time spent reporting it back in a timely fashion in accordance with the EU SmartCities Financial Rules. System analysts and support staff will be involved as needed to review, analyse and present data and illustrate tools. 7. Staff/financial resources Set out what resources are available to deliver the pilot. This should include what budget and staff the pilot can call upon Funding sources Select all that apply to your pilot Public funding EU Public funding national Public funding regional Public funding local Private sector Charity, voluntary contributions 7.2. Overall cost/budget ( ) 87,837

12 7.3. Contribution from local funds ( ) 43, Contribution from Smart Cities (regional, in ) 43, Contribution from Smart Cities (transnational, in ) Nil 7.6. Staff resources Approximate use of staff and external consultant: 120 days project lead, including reporting, consulting municipalities and defining requirements 60 days senior consultant 60 days analyst(s) 25 days project management and technical consultancy 120 days technical support and data analysis 10 days administration

13 8. Reporting framework How will the pilot report progress, both to local management and to the Smart Cities project? How will the pilot s timelines and reporting mechanisms link with reporting for the Smart Cities project? Monthly reports will be provided to SCRAN. The web pages under development at will remain publically available from October 2009, showing controlled lists under development to support the work. Reports will be presented to Smart Cities Steering Committee meetings and news items and guidance will be added to the esd-toolkit website at Baselines/zero measuring What baselines do you have? Do you have evidence to how the pilot is need for this project? We have initial detailed service profiles for several hundred services from the Local Government Service List and some related data on channel preference. Feedback from eh Customer Insight working group and from local authorities trained in current esd-toolkit techniques indicates the need for this further work How will you measure progress? How will you show how your pilot is progressing? Continual addition and update of tools, guidance and standard lists How will you measure the impact of your pilot? e.g. increased citizen awareness/use of a service Case studies from local authorities with an attempt to qualify increased service take up and efficiency gains What local indicators will you use? e.g. surveys of local citizens, businesses Numbers of: Case studies Local authority participants in meetings and online Participants from other organisations 8.5. What national/transnational indicators will you use? e.g. levels of service use

14 Service take-up and cost savings What work-package/subtheme indicators will you use? Face to face redesign Face to face soft infrastructure 111 Face to face hard infrastructure 112 Take up campaigns

15 9. Pilot plan This should set out how the pilot will deliver the items set out in 4.3, including timelines for all deliverables and outputs. January September 2009 review requirements, specify toolsets needed, consult Customer Insight working group and receive candidate controlled lists October December 2009 Develop/refine controlled lists of life events, need and circumstance and put online for consultation October March 2010 develop and release tools and techniques for survey profiling, mapping circumstance and relating outcomes to demographic factors April 2010 March 2011 Review and feedback on tools. Publish guidance. Scope any follow-up work. Disseminate findings. 10. Risks Set out the main risks the pilot faces and what steps you will take to manage these risks. Risk Level How it will be managed Local authorities will not provide content or evaluate tools and guidance within project time frames Low Use esd-toolkit s regional meetings to promote activity and show how it helps with achieving efficiencies, which are now of high priority. Case studies will not be forthcoming because municipalities will not take time to compile them or will not wish to publicise outcomes The real world will be too complicated to adequately represent in tools and guidance Med Med 1. Publish qualitative information where quantitative is not available. 2. Visit municipalities to compile information on their behalf 1. The lists forming part of the LGBM ontology that informs customer insight will be presented as a first step and structures will be put in place for ongoing refinement over many years 2. Tools to contextualise outcomes against demographies will be simple allowing visual analysis in advance of any local more detailed work by municipalities

16 11. Co-design With other organizations and institutional partners How are you working with other local organisations / institutional partners to co-design your pilot? A Customer Insight working group has been established. Via this group, a wide variety of English and Scottish municipalities are consulted. Lists of life events, circumstances and needs represent distillations of lists produced by these municipalities or implied by their work. Customer circumstances and the implications of those circumstances for service delivery and channel selection have been informed by the work of: Experian Limited, which produced the Mosaic public sector socio-economic classification CACI Limited, which produces a number of classifications aimed at the public sector The OAC user group, which applies the Output Area Classification which clusters data from the UK office of National Statistics Co-design with citizens and individuals How are you working with citizens and individuals to co-design your pilot? The pilot analyses millions of customer transaction records taken from Customer Relationship Management systems of participating municipalities The impact of co-design How has this work changed your pilot are you doing anything differently? Close co-operation with Experian Limited has lead to development of a means for displaying the propensity of different types of citizen to use different public sector services and shown whether/how such data might be combined across municipalities to get a national or international picture.

17 12. Transnational work Transnational links What other municipalities and pilots are you working with as you develop/deliver your local pilot? Smart Cities partner Norfolk Country Council has adopted the tools and techniques built by Porism/esd-toolkit. Via Smart Cities meetings, the techniques have been reviewed by all partners for applicability in their own countries. The Local Government Business Model framework (under WP2) provides a means of sharing the results of similar work in other countries Transnational learning How are you incorporating transnational learning into the design/implementation of your pilot? Maps showing citizen profiles in each partner municipality have been produced using the Mosaic global classification to permit targeting of services by other partners. The UK tends to lead in this field, so there is little learning from other countries. Smart Cities has revealed a difference in national viewpoints as to the acceptability of using customer profiling techniques. There is particular reticence from German partners on the grounds of privacy Transnational outputs How will your pilot contribute to the project s transnational outputs? What transnational outputs will it contribute to, and what do you expect the contribution to look like? Porism / esd-toolkit will present its work at the international conference on Customer Profiling in Cambridge on 21 October The work will provide intelligence on services via links from UK standard site, which the an EU standards resources will cross-reference. Guidance and case studies will also be available from the Customer Insight online community web pages.