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

Gez Kinsella

Assistant Director

HouseMark

6 March 2013

customer profiling
Customer Profiling
  • What is it?
  • How do you do it?
  • Some case studies
customer profiling a definition
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
making profiling work
Making profiling work

Tenant Insight - A Toolkit for Landlords

slide5

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

developing segments characteristics
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’
types of segments
Types of segments
  • High/low service use and high/low vulnerability
  • Older people
  • Young single people
  • Families
commercial segmentation products
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 ?

case studies welfare reform
Case studies – welfare reform
  • Starting point – knowing what data you require & a reliable dataset
  • Sharing data (LAs & DWP)
  • Data refresh
  • Awareness raising
assessing the risk
Assessing the risk
  • Radian table
the response
The response
  • Financial inclusion
  • Communication
  • Service changes
  • Strategy & policy changes
  • Employment & training
  • Training for residents & staff
anglian water debt management
Anglian Water – Debt Management
  • Working with Experian – Tallyman software
  • Segmentation
  • Multi collection strategies
  • Score card to assess customer risk
profiling finding out the things we don t know we don t know
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