MELTON UNIVERSAL CREDIT PILOT

East Midlands Councils – Strategic Housing Group12th June 2013

KEITH AUBREYSTRATEGIC DIRECTORMELTON BOROUGH COUNCIL

Key Aims of Pilot

• 1800 working age benefit claimants, therefore circa 900

• Understand the barriers faced by this cohort of people

• Explore ways of overcoming these barriers

1. DIGITAL INDEPENDENCE – GET 50% 0F OUR WORKING AGE CLAIMANTS USING DIGITAL SERVICES

2. FINANCIAL INDEPENDENCE – WORK WITH 60 COMPLEX CASES – GET 20 INTO WORK

• Dedicated MBC Employability and Skills Project Worker

• Works Alongside SLF workers (Troubled Families).

• Referrals from across partners – most complex cases.

• Complex issues such as mental health, substance misuse,

homelessness, learning difficulties, debt

• Single assessment of needs, single point of contact

• MBC People Team - Team around the family approach.

3. INTEGRATE SERVICES TO IMPROVE FACE TO FACE ACCESS FOR THE MOST VULNERABLE PEOPLE

• Ultimately in Parkside – but CC’s for the pilot

• Test different ways of dealing face to face lone parent new joiners

interviews and lone parent JSA interviews Children’s Centre – Delivery by JCP Different Children’s Centre – Delivery jointly by MBC and JCP Delivery by JCP in their existing location

• Beyond Pilot – Multi-agency triage process is the ambition

Activities and Learning

ACTIVITY TO DATE – DIGITAL INCLUSION

Customer Insight – Deep understanding of cohort

Mosaic Data with Our Working Age Benefit Data

Joint Survey with JCP of JSA Claimants

New Council Tax Support Scheme – On Line Review

Council Tax Support - digital by default service

Developed a Campaign to target Cohort

Website Improvements – Monitoring Usage

• Mosaic Public Sector is a citizen classification designed specifically for use by the public sector and focuses on the needs of citizens.

• It provides a detailed and accurate understanding of each citizen's location, their demographics, lifestyles and behaviours.

• Melton’s Mosaic Public Sector profile can be used as a soft intelligence, evidence based framework to support in the development of targeted strategies.

ABOUT MOSAIC

MOSAIC PUBLIC SECTOR CLASSIFICATION FOR MELTON BOROUGH Mosaic Public Sector classifies citizens into one of 7 Supergroups, 15 Subgroups and 69 Types. These paint a

rich picture of our customers in terms of their socio-economic and socio-cultural behaviours. Rank Mosaic Public Sector Groups Your area/file % Comp. % Pen. % Index

                 

1 D Successful professionals living in suburban or semi-rural homes 4,778 22.18 11,440 23.17 41.77 96

2 B Residents of small and mid-sized towns with strong local roots 3,356 15.58 7,615 15.42 44.07 101

3 A Residents of isolated rural communities 2,364 10.98 5,414 10.97 43.66 100

4 E Middle income families living in moderate suburban semis 2,342 10.87 5,953 12.06 39.34 90

5 J Owner occupiers in older-style housing in ex-industrial areas 2,151 9.99 4,903 9.93 43.87 101

6 F Couples with young children in comfortable modern housing 1,330 6.18 3,246 6.57 40.97 94

7 K Residents with sufficient incomes in right-to-buy social housing 1,263 5.86 3,209 6.50 39.36 90

8 M Elderly people reliant on state support 1,041 4.83 1,720 3.48 60.52 139

9 H Couples and young singles in small modern starter homes 784 3.64 1,379 2.79 56.85 130

10 I Lower income workers in urban terraces in often diverse areas 758 3.52 1,473 2.98 51.46 118

11 L Active elderly people living in pleasant retirement locations 537 2.49 961 1.95 55.88 128

12 O Families in low-rise social housing with high levels of benefit need 362 1.68 895 1.81 40.45 93

13 C Wealthy people living in the most sought after neighbourhoods 361 1.68 994 2.01 36.32 83

14 G Young, well-educated city dwellers 111 0.52 172 0.35 64.53 148

15 N Young people renting flats in high density social housing 0 0.00 0 0.00 #DIV/0! #####

Findings: Demographic profile and self service

A B C D E F G H I J K L M O 99 - None02468

10121416

Mosaic Group of HB and CTB working age claimants according to likelihood to self serve

Dark green, Pale green: Very likely, LikelyYellow: Neutral

Orange, Red: Unlikely, Very unlikely

Mosaic Group

% o

f tot

al

• 26% of claimants are likely to self serve• 36% of claimants are neither likely nor unlikely to self

serve• 36% of claimants are unlikely to self serve

The face of the CTS process

So far...

Cohort 1 Letters sent: 334 (03/05/2013)Reminder Letters: 225 (30/05/2013)

CTS review completions : 137Completion via internet: 124Completed with assistance : 13

Cohort 2Letters sent: 526 (07/06/2013)

CTS review completions : 24Completion via internet: 22Completed with assistance : 2

Cohort 1&2 Total number of registration attempts: 278Total number of Self Service Account Creations: 252

Cohort 1 & 2: Stats: 03/05/13 - 12/06/13CTS registration Page Figures

Page: www.melton.gov.uk/ctsreviewPage views: 712 Unique Page views: 381

288 followed the CTS instructions and went straight through to the URL (this page).

93 entered the process via the homepage.

Cohort 1 & 2: Stats: 03/05/13 - 12/06/13Self Serve Account Figures

342 unique page views on the login page252 Self service account creations over all

Cohort 1 & 2: Stats: 03/05/13 - 12/06/13Overall CTS Process

Average Visit Duration: 00:06:40

Largest Dropout: Filling in personal details

334 letters distributed to 1st cohort

225 reminder letters distributed to 1st cohort

526 letters distributed to 2nd cohort

Mobile Devices

30% of customers attempted the review process through a mobile device

Top 3 Devices

Apple iPad

Apple iPhone

Samsung GT

Barriers so far...

“Does not think that MBC / Gov should be forcing people to use computers, not everyone has one or is computer literate. Regardless of

the amount of help given, it is losing the personal touch.”

“Does not want to complete the review as she does not know how to even turn a computer on let alone get an email address and register online. Does not think it is fair that people who are not computer literate should be made to use online services when they do not feel comfortable doing this. Also is disabled and, therefore, would struggle to sit at a computer and operate it properly.”

“Only receives a small amount of benefit and has had to supply so much information in the past already.”

“Never used a computer and don't intend to start.”

“Has medical condition so unable to use a computer

as makes them feel ill.”

“Full time carer for 8 year old son with medical condition along with two other young children, wife

works to help support the family. He and his wife do not have the time or the energy to deal with anything else as their situation is never likely to change (he will never be going back to work) as his son is unlikely to get any better. He prefers to speak to a human being who can

understand his situation and answer questions that may arise as he goes along. He says if this becomes fully mandatory then he will ignore all letters and let us

chase him as he hasn’t physically got the time to leave his son to spend the time contacting us.”

ACTIVITY TO DATE – FINANCIAL INCLUSION

Employment and Skills Worker - MBC

Individually tailored support and mentoring service

Strengthened working relationship with JCP

12 so far into work – Case Study

CASE STUDY – FEATURED ON SUNDAY POLITICS SHOW Divorced mother of 3 children – Engaged Oct 2012 Drug/Alcohol addiction, massive debts, homelessness. Received help and support to navigate what can seem a

daunting and complex system support from CAB to manage debt professional help for drug addiction Access to training to get essential basic work skills Sorting out housing issues

Now working as a part time carer and training to be a junior youth workerShe says “the change has been massive and the support I have had has been amazing”

Other Insight Findings: MatrixMosaic Public Sector 2009 Group Likelihood to

claim benefitsDWP Survey –

Likelihood to be on JSALikelihood to be

a CAB client

A Residents of isolated rural communities Quite unlikely Quite unlikely Quite unlikely

B Residents of small and mid-sized towns with strong local roots Neutral Neutral Neutral

C Wealthy people living in the most sought after neighbourhoods Very unlikely Very unlikely Very unlikely

D Successful professionals living in suburban or semi-rural homes Very unlikely Very unlikely Very unlikely

E Middle income families living in moderate suburban semis Quite unlikely Neutral Quite unlikely

F Couples with young children in comfortable modern housing Quite unlikely Quite unlikely Quite unlikely

G Young, well-educated city dwellers Very likely Very likely Very likely

H Couples and young singles in small modern starter homes Very likely Quite unlikely Very likely

I Lower income workers in urban terraces in often diverse areas Very likely Very likely Very likely

J Owner occupiers in older-style housing in ex-industrial areas Neutral Quite likely Quite likely

K Residents with sufficient incomes in right-to-buy council houses Very likely Very likely Very likely

L Active elderly people living in pleasant retirement locations Quite unlikely Neutral Quite unlikely

M Elderly people reliant on state support Very likely Very likely Very likely

O Families in low-rise council housing with high levels of benefit need Very likely Very likely Very likely

ACTIVITY TO DATE – INTEGRATED SERVICES

Worked with JCP (Seconded member of staff)

Lone parent new joiners – different locations and

approaches

High failure to attend (16%) and re-booked (29%)

New arrangements went live 8th April

Early results – No improvement on FTA rates

Quality of interviews appears to be better

Engagement Plan

ENGAGEMENT PLAN

Separate plan for each Mosaic Group – Part of Campaign

Take account of different preferences and tailor

appropriately

Pro-active contact by front line staff – 540 of most

deprived

Focus groups established to obtain deeper insight– Ability to self serve– Financial independence and work readiness

Digital Inclusion

Digital Inclusion

• What makes something “cool” for them• Quality of the service – including their accessibility and modern• What they do – is it “relevant to my life”• The underlying values of the organisation

Digital Inclusion

• What do they access (middle third)• 3 of 5 bank on-line• All but one do some shopping• All but one do some social networking

• Barriers• End to end process not right • Nervous that might get it wrong• Security – don’t trust the sector with technology• Preference (literacy or computer literacy)• Cant ask for help when online• No access (either cost or location)

Local Support Services Framework – February

2013

LSSF – KEY MESSAGES

Targets People who need Extra Support (F2F)

Heavy Emphasis on Partnership Working

Better Support Than Ever Before

Holistic and Integrated Claimant Support

Funding to come down to partnership delivery groups

Funding to be linked to Outcomes

Digital, Financial and Social Independence

LSSF – Melton Partnership Delivery Group

6 Key Work Areas (Beyond the Pilot)

Parkside Ground Floor/Triage/Consent

(Virtual) Work Club Development

Me and My Learning Skills Centre

Local Area Co-ordination

Communication and Engagement

Service Mapping – Universal/Targetted

Defined Cohort

Digital independen

ce

How to measu

re succes

s?

Financial independen

ce

Social independen

ce

Partnerships

Projects / Initiatives

Services

Universal OR

Targeted?

What partnershi

ps are working in this space?

What are the

objectives / targets for these

partnerships?

Partners

Which partners

lead what services, projects

and partnershi

ps?

What are the core

objectives for these partners?

The Whole Picture

Focused on digital,

financial or social

independence?

KEY CONTACT DETAILS:

kaubrey@melton.gov.uk

Follow me on Twitter - @KeithAubreyhttps://twitter.com/#!/KeithAubrey