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Knowing who you serve
Avanti Academy / Communities and systems / Engagement and Participation / Bitesize
Bitesize

Knowing who you serve

Customer insight and community engagement.

Level
Bitesize
Learning time
2 hours
Where
Engagement and Participation
Price
£39

When you step up to a higher level, what you paid in the last 12 months for lower-level courses inside the bigger course comes off its price, in proportion to how much of each is inside it, whichever topic it's from. Courses at the same or a lower level don't give credit against each other. A Focus course or above always costs at least £15. Read the full terms

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Certificate of Completion

About this course

Overview and Outcomes.

Overview

This module sets out what engagement means and why it matters now for public service leaders. It distinguishes seven engagement words and the promise each one makes, explores five reasons for engaging, and uses Albert Hirschman's exit, voice and loyalty to show why silence is not satisfaction. The Mid Staffordshire case and the listening loop show what happens when listening fails and how to close the gap. Public bodies often describe the people they serve as customers, but that captures only part of the relationship. This module uses John Alford's four public service roles, a working lens on who benefits and who chose the relationship, customer mapping and Mendelow's power-interest matrix to clarify who you are engaging. It also examines segments and personas, communities of place, interest and identity, and the This Girl Can insight story. People experience services as journeys, not as organisation charts, and the gaps between teams are where things usually go wrong. This module covers journey mapping, Lynn Shostack's service blueprint and its line of visibility, Jan Carlzon's moments of truth, and John Seddon's systems thinking with its distinction between value demand and failure demand. It also covers learning from complaints, combining numbers and stories, and the HMRC failure demand case.

What you'll develop

In this Bitesize, you will develop the ability to:

  1. Distinguish inform, consult, involve, participate, co-design and co-production, and write an honest engagement promise for a piece of work.
  2. Explain Hirschman's exit, voice and loyalty and apply it to interpret silence and low complaint numbers in services people cannot leave.
  3. Describe Alford's four roles of customer, citizen, obligatee and co-producer, and identify which role a person is in when you engage them.
  4. Distinguish customer mapping from stakeholder mapping and apply Mendelow's power-interest matrix without neglecting people with low power.
  5. Build a journey map that charts stages, touchpoints, emotions and pain points, and use a service blueprint to trace front stage failures to back stage causes.
What it covers

The Modules.

2 hours of learning.

  1. 01Foundations: What Engagement Is, and Why It MattersThis module sets out what engagement means and why it matters now for public service leaders. It distinguishes seven engagement words and the promise each one makes, explores five reasons for engaging, and uses Albert Hirschman's exit, voice and loyalty to show why silence is not satisfaction. The Mid Staffordshire case and the listening loop show what happens when listening fails and how to close the gap.39 min
  2. 02Customers, Citizens and Communities: Who Are We Engaging?Public bodies often describe the people they serve as customers, but that captures only part of the relationship. This module uses John Alford's four public service roles, a working lens on who benefits and who chose the relationship, customer mapping and Mendelow's power-interest matrix to clarify who you are engaging. It also examines segments and personas, communities of place, interest and identity, and the This Girl Can insight story.38 min
  3. 03Customer Insight and the Customer JourneyPeople experience services as journeys, not as organisation charts, and the gaps between teams are where things usually go wrong. This module covers journey mapping, Lynn Shostack's service blueprint and its line of visibility, Jan Carlzon's moments of truth, and John Seddon's systems thinking with its distinction between value demand and failure demand. It also covers learning from complaints, combining numbers and stories, and the HMRC failure demand case.38 min
Where it fits

Keep going.

Part of the Engagement and Participation topic, also sold whole as Nothing about us without us.

How credit works

Go deeper, and pay only the difference

  1. You are hereBitesize, 2 hours, £39
  2. Next stepFocus, Starting with people, 3 hours, £69. Already own the Bitesize? You pay £30.
  3. Explore, Who we serve and how they speak, 6 hours, £129. Already own the Bitesize? You pay £90.
  4. The whole topicImmerse, Nothing about us without us, 11 hours, £249. Already own the Bitesize? You pay £210.

When you step up to a higher level, what you paid in the last 12 months for lower-level courses inside the bigger course comes off its price, in proportion to how much of each is inside it, whichever topic it's from. Courses at the same or a lower level don't give credit against each other. A Focus course or above always costs at least £15. Prices per person. Read the full terms

Other Bitesize in the Engagement and Participation topic

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