Customer insight case studies
The West Midlands Improvement and Efficiency Partnership produced a report in September 2009 on a project which demonstrates how seven councils in the region have enhanced their ability to better understand the needs of their citizens through the use of customer insight. The full report is available to download, along with an Executive Summary and project contact details, from the WMIEP website.
There are also customer insight case studies published by the Cabinet Office from central and local government, as well as private sector examples where segmentation has been used to integrate customers into the heart of service delivery and overcome the challenges of marketing to the right people. These include:
- HMRC Individuals: Textbook example of a successful large-scale segmentation
- Southwark Council: Database segmentation, to plan and deliver better services locally
- DVLA: Database segmentation, leading to outstanding impact on customer behaviour
- DH Healthy Foundations: Over-arching segmentation to address a range of health behaviours
- The National Archives: Qualitative study, using detailed personas to bring segments to life
- ProjectScotland: Using segmentation in the third sector to drive interest and action
- Supermarket wine: Shopper segmentation that informed all aspects of the customer experience
- Financial services: Sophisticated modelling to plan best possible customer service