further & higher education Training
housing & housing services Training
local government Training

Utilising Customer Insight

further & higher education Training

housing & housing services Training

local government Training

09:15 - 16:15

Tuesday 26 February 2019

Hallam Conference Centre, Central London

Given the increasing pressure put on public services, being able to utilise customer insight can help you deliver more effective and efficient services. It is critical that you embrace customer insight to improve the understanding of your customers, increase user satisfaction and drive efficiencies through the use of behavioral insight and customer data.

Our Utilising Customer Insight course provides insight on data collection, segmentation and customer journey mapping to ensure that you are able to provide the right services in the most user-friendly way possible.

Attend this course to learn from practical case studies and interactive workshops to improve the effectiveness of your services. Gain the knowledge to ensure your organisation improves customer insight that in turn can deliver increased customer usage, retention, satisfaction and consequently deliver an improved user experience and financial gains.

Learning Objectives:
  • Deliver improved outcomes through building customer insight strategies and techniques into your service design
  • Learn how to create informed service delivery models through effective data analysis
  • Develop tailored behavioural insight analysis to reinforce existing customer experience strategies
  • Use segmentation and customer journey mapping to market and target services effectively
  • Develop an action plan to implement your customer insight strategy


Wilma Smythe, CEO & Founder, Insight for Good


Dr Helen Brown, Advisor, The Behavioural Insights Team (BIT)

Dominic Taylor-Langley, Smarter Digital Services Interim Team Manager & Business AnalystTunbridge Wells Borough Council

Steven Rose, Director of Insight and Knowledge, The Active Wellbeing Society

Maureen Adams, Director of Customer Services and Operations, Soha Housing 

View the agenda and additional speakers




Chair’s Introduction & Clarification of Learning Objectives

Wilma Smythe, CEO & Founder, Insight for Good (CONFIRMED)


Creating Customer Focused Solutions through Behavioural Insights

  • Determine how behavioural analysis can inform decision-making
  • Learn how to apply the BIT standards of easy, attractive, timely and social to your behavioural insights
  • Ensure that your behavioural insights reinforce existing customer experience strategies
  • Explore possible new inexpensive technologies to create a positive customer journey across all touchpoints
  • Develop a strategy that recognises the most useful technology for your services and avoids ‘wrong choices’

Dr Helen Brown, Advisor, The Behavioural Insights Team (BIT) (CONFIRMED)


Morning Break


Effectively Utilising Customer Insight to Enhance Online Services

  • Ensure that your digital solutions are informed by sound customer insight
  • Understanding user perceptions, expectations and experiences of existing Council services by carrying out user research to gain a better understanding of our user needs
  • Understanding user behaviours through user testing to inform the digital design of digital solutions
  • Enable staff to deliver essential services more efficiently and effectively with improved customer service

Dominic Taylor-Langley, Smarter Digital Services Interim Team Manager & Business Analyst, Tunbridge Wells Borough Council (CONFIRMED)




Improving Services through Customer Segmentation and Customer Journey Mapping

  • Identify key differentiators such as customer demographics and behavioural tendencies
  • Understand how to market and target effectively to improve efficiency and cost-effectiveness
  • Learn how to create content tailored to your audience to ensure optimum results
  • Prioritise particular touchpoints to optimise customer journeys efficiently and deliver long-term journey improvements to reduce drop-outs

Maureen Adams, Director of Customer Services and Operations, Soha Housing (CONFIRMED)


Case Study: Enhancing the Customer Experience

  • Utilising theory of change to demonstrate how programmes are delivering successful outcomes
  • Developing and implementing quantitative methods of capturing tangible data to gain senior level buy-in
  • Effectively creating a business model to demonstrate ‘what works’ effectively

Steven Rose, Director of Insight and Knowledge, The Active Wellbeing Society (CONFIRMED)


Workshop: Developing and Implementing an Effective Customer Insight Strategy

Create a next step action plan on how to effectively embed customer insight strategies in your organisation

  • Learn how to embed customer insight into your organisation’s service design strategy
  • Enhance your use of data to inform both digital and verbal customer service
  • Learn how to redesign services according to needs highlighted by customer experiences
  • Target and segment your audiences to ensure your organisation is supporting the most in need
  • Understand how to create a culture of customer satisfaction within your organisation
  • Learn how to put customer insight theory in to practice and make a plan on how to implement this in your organisation

Wilma Smythe, CEO & Founder, Insight for Good (CONFIRMED)


Feedback, Evaluation & Close

*Programme subject to change

WIlma Smythe

CEO & Founder, Insight for Good

Wilma is the Founder of Insight for Good, a research firm that helps organisations deliver their social goals effectively through better evidence and insight. She has 20 years of multi-disciplinary research and data analysis experience, leading insight programmes both in the public and the private sector.

Her achievements have involved engaging stakeholders at different levels to use insight tools such as segmentation and customer journeys, helping transform organisational culture and processes to become more customer-focused. She set up Insight for Good to inspire socially-focused organisations to put insight to good use and more effectively achieve their objectives.

Dr Helen Brown

Advisor, The Behavioural Insights Team (BIT)

Helen is an Advisor working across our Health and Local Government teams. Prior to joining BIT, she accrued more than five years of postdoctoral research experience at the University of Cambridge, specializing in Behavioural Epidemiology. She holds a PhD in Public Health from the University of Queensland. Her previous research sought to examine the factors that influence health behaviours, and to develop and evaluate health promotion interventions. Her focus now is on understanding behaviour change, and translating that knowledge to address real world problems.

Steven Rose

Director of Insight and Knowledge, The Active Wellbeing Society

Steven is a strategic thinker, innovator and problem solver. The last 15 years have been in public service working in the civil service, policing and local government. His career has always focused on the strategic management of data, analytics and building evidence using research techniques in order to innovate. In his current role he heads up a Strategic Research and Customer Insight function to deliver a programme of work that is delivering £24m of benefit to the City Council. His recent projects illustrate his unapologetic passion for creating happiness and wellbeing using his expertise in innovation and insight.

Current Projects include: The Active Wellbeing Society – taking a leading role in the establishment of a community interest company using physical and social activity to tackle inequality and promote happiness and wellbeing. Active Data – (with Sport England) realising the value proposition of data supporting free to access physical and community activities; Big Birmingham Bikes – trial giving 5000 bikes away with GPS installed; Parklives/Active Parks/Streets (CSR with Coca-Cola) – programme of free activities in Parks, open spaces and streets; Urbact Vital Cities – 10 city EU programme making cities places where people are active; Horizon 2020 SETA – Big Data innovations in urban mobility modelling; Social Cohesion – research to define and trial meaningful outcome measures of social cohesion.

Dominic Taylor-Langley

Interim Team Manager & Business Analyst, Smarter Digital Services, Tunbridge Wells Borough Council

Dominic is the Smarter Digital Services Interim Team Manager and Business Analyst. With experience in both the Private and Public sectors, Dominic is passionate about understanding user needs and developing processes and solutions that are designed around those user needs.

Smarter Digital Services (SDS) operates as a responsive, independent, not for profit consultancy. We work closely with public sector teams, inspiring and empowering staff to develop and deliver excellent user focused digital services. Since the team’s inception in 2013, we have helped our partners to improve and increase their digital and online services in order to realise much needed efficiency savings.

You May Also Like

In-house Option

We can also run this course for you, at your organisation, at a time and date that suits you. Please email [email protected] for more info.