Early engagement is shaping Customer Census

Last week we met with our Customer Engagement Network (CEN) to gather early feedback on the development of our Customer Census, an important step in identifying potential barriers and shaping our approach before any questions are drafted, and a key part of our commitment and the first step of the Customer and Communities Strategy. 

Customers told us that digital accessibility and data poverty could prevent some people from taking part, so offering face‑to‑face support will be essential and the need for a mobile‑first design. 

Building trust was a major theme. Customers said we must clearly explain why we’re collecting personal information, including sensitive topics and give examples of how it will be used.  

They felt we should reassure customers by stating what we will ask and what we won’t, and that advance communication through letters, social media and community partners will be key. Letting customers know if they already have a profile with us was also recommended. 

Customers encouraged us to frame questions around “how can we help you?” and to make support available for anyone who needs help completing the census. 

Natalie Arnold, Project Manager at FCHO, spoke about the value of the session, saying: 

“This kind of early engagement is crucial. Hearing directly from customers helps us design an approach that is not only accessible but trusted. Their insights will shape the census in a way we simply couldn’t achieve without them.” 

Dan Hobson, Involved Customer added: “I am glad to be involved early in the process and believe the census will improve our understanding of customer needs but recognise it will be a significant task to encourage participation from all customers”. 

Next steps include developing draft census questions using this feedback and sharing them with customers for further review