Nudging your way to channel shift
| Reference | Com/PIA/04 |
|---|---|
| Summary | This PIA report relates to a project being undertaken by Housing and Technical Resources in partnership with Collaborative Change Ltd, which aims to support the process of ‘channel shift’ for customers, as part of a drive to deliver more efficient and effective services. The approach uses ‘behavioural insights’ to assess optimum ways to 'nudge' service users to engage with service processes or transact with the council in different ways. As part of the project which will run from August 2016 to August 2017, Collaborative Change will support the council to establish an evidence based research project which includes the research, design and implementation of a Randomised Controlled Trial (RCT). In summary, this will involve segmentation of the customer base and establishing a group of service users, on which to test different approaches to service delivery and use the evidence derived to assess the overall benefits of the channel shift or change on services and service users. In terms of consultation, a wide range of internal stakeholders will be involved and at the initial stages of the process, consultation through the organised tenant participation structure will be introduced to ensure that there is an awareness and opportunity to discuss any issues arising from the project. A further element of work will be for a small number of qualitative interviews with tenants to be carried out to provide feedback on experience with and perceived effectiveness of service delivery. The project requires analysis to be carried out of a range of data about the customer base and service transactions on which to select and target customers for revised approaches to service delivery. A list of the data is described in Section 2 below. The data provided retains the anonymity of individual tenants, whilst allowing analysis to segment tenants into groups with different characteristics. This recognises that not all tenants or their circumstances are the same; and that by understanding specific characteristics of the tenancy base, a more tailored approach to service delivery can be provided. Whilst the profiled information may be used to target groups of tenants or individual tenants by the council for any new ‘interventions’, in all cases, individual’s personal identity will not be known to Collaborative Change Ltd, and will only be used by the council in the conduct of its business. The following sections set out in more detail, how the council has considered the provision and use of this data in relation to privacy matters and how it aims to safeguard tenant interests. |
| Resource responsible | Housing and Technical Resources |