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Personalising public servicesUnderstanding the personalisation narrative$
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Catherine Needham

Print publication date: 2011

Print ISBN-13: 9781847427601

Published to Policy Press Scholarship Online: March 2012

DOI: 10.1332/policypress/9781847427601.001.0001

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The personal and the professional

The personal and the professional

(p.137) Chapter 8 The personal and the professional
Personalising public services

Catherine Needham

Policy Press

This chapter considers the framing of staff in the personalisation narrative, examining two key themes. The first is that professional expertise must be challenged, and claims to privileged status resisted, to ensure that the promise of user empowerment is not subverted. The second is that personalisation requires close collaboration between front-line staff and users based on co-production principles. The chapter explores the complexities of the staff–user interface within which these dual accounts play out, recognising the key role played by staff not usually encompassed by the term ‘professional’ (care staff, personal assistants) and the emergence of new roles (brokers, navigators). It considers how trade-offs between staff and user interests are framed and negotiated in local settings.

Keywords:   personalisation narrative, user empowerment, front-line staff, staff–user interface

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