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Customer Profiling – what is it and how to do it?

Customer Profiling – what is it and how to do it? . Gez Kinsella Assistant Director HouseMark 6 March 2013. Customer Profiling . What is it? How do you do it? Some case studies. Customer profiling: A definition.

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Customer Profiling – what is it and how to do it?

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  1. Customer Profiling – what is it and how to do it? Gez Kinsella Assistant Director HouseMark 6 March 2013

  2. Customer Profiling • What is it? • How do you do it? • Some case studies

  3. Customer profiling: A definition • A technique by which customers are grouped according to geography, demographics, behaviours, needs and wants • Profiling allows key customer groups to be targeted based on their engagement with services • Customers are targeted using communications channels that are most likely to be received by the customers you are trying to reach

  4. Making profiling work Tenant Insight - A Toolkit for Landlords

  5. The building blocks to success 2. Set your objectives 3. Consider what information you need to collect 1.Create the right culture 4. Review what info is already available 9. Embed the approach 8. Assess the impact 5. Collect add. info 7. Use the insight to take action 6. Understand the info

  6. How to use profiling data - segmentation

  7. Developing segments: characteristics • Segment characteristics are similar • Segments are distinct • Large enough • Manageable numbers of segments • Process to update segments • Care over labels eg, ‘the hard pressed’

  8. Types of segments • High/low service use and high/low vulnerability • Older people • Young single people • Families

  9. Types of segments

  10. Types of segments

  11. Commercial segmentation products Blended with external data that covers everyone Your own data Demographics ? Service needs ? Age Vulnerability ? Arrears Lifestyles ? Length of tenancy Preferred communication channels ? Health ? Survey data Payment methods used ?

  12. Case studies – welfare reform • Starting point – knowing what data you require & a reliable dataset • Sharing data (LAs & DWP) • Data refresh • Awareness raising

  13. Assessing the risk • Radian table

  14. The response • Financial inclusion • Communication • Service changes • Strategy & policy changes • Employment & training • Training for residents & staff

  15. Anglian Water – Debt Management • Working with Experian – Tallyman software • Segmentation • Multi collection strategies • Score card to assess customer risk

  16. Profiling: Finding out the things we don’t know we don’t know! There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know. Donald Rumsfeld

  17. gez.kinsella@housemark.co.ukTel. 02476 472706Mob. 0796 269 8499

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