Customer insight is based on an understanding that not all people are the same.
Hull is growing increasingly diverse. Our residents live in different neighbourhoods and communities; each with their own unique defining characteristics.
People across the city not only look different from one another (e.g. age, ethnicity, housing, income etc) but they have differing attitudes and lifestyles. They use different types of services, have different needs and expectations from the local authority and prefer different communication channels and messaging styles.
In a climate of reduced public funding, residents still have increasing expectations for high quality public services tailored to their individual needs. This means a blanket ‘one size’ approach no longer fits all.
What is Customer Segmentation?
Customer segmentation is simply the process of sub dividing our residents into distinct groups based on:
- who they are (socio-demographics)
- what they do (behaviours)
- how they think and feel (attitudes)
The aim is to identify and understand the differences between these groups. This enables us to
- better create, tailor and target services
- offer increased efficiency
- provide better value for money
- improve life outcomes
The Hull Customer Segmentation Model
Drawing on a range of national and local datasets, the Hull segmentation model links socio-demographic information with real local attitudinal and transactional data.
It provides a detailed and accurate understanding of our resident’s and their distribution around the city.
The model provides Hull City Council and its partners with a strategic management tool which can support and enhance public services in a range of ways. It can help us to:
- Understand who uses public services, to what extent, and in what combinations – allowing us to manage and anticipate customer need both now and in the future
- Allocate resources more efficiently by targeting services specifically at the people who either need or want them
- Increase public satisfaction through improved service design – providing services based on an understanding of how customers prefer to access them
- Create personalised marketing that increases service take up or which can nudge or trigger changes in behaviour
- Realise greater value from research and consultation – identifying further differences and/or similarities in the behaviours and attitudes of different population sub groups
The benefits to our residents include:
- More appropriate, efficient services
- Increased access and awareness to services
- Efficient and targeted communication which promotes the most relevant services, benefits and offerings targeted to the residents likely needs
- A coordinated citywide ‘resident focused’ approach that listens to, and responds to, the needs of the local population
- Greater levels of satisfaction – residents have access to the services they want, in the ways and places that they want them
The Hull Segmentation Toolkit
The Hull Segmentation Toolkit introduces the Hull segmentation model in more detail.
- The benefits of the segmentation model
- How the segments can help you
- Descriptions of each of Hull’s thirteen customer segments
- Case studies looking at how the segments have already been used
- How the tool was built
- Frequently asked questions
Further Segment Descriptions
- Detailed Segment Descriptions
Drawing on data from:
- the census
- council and partner databases
- market research data (including the People’s Panel)
this document provides a detailed desctipion of the characteristics of each of the 13 segments including:
- preferred communication methods
- neighbourhood priorities
- neighbourhood satisfaction
- personal finances
and much more.
- Arts and Culture Profiles
This document provides a bespoke version of the customer profiling model specifically centred on arts and cultural engagement and participation. Drawing heavily on the Audience Spectrum Profiles, these profiles look at how to engage each group in arts and culture looking specifically at programming, partnerships, place and promotion.
The Hull customer segmentation model can be used to:
- Identify who your customers are
- Identify where your customers live
- Describe what your customers look like and how they behave
- Help you to understand how to engage and reach your customers
If you would like more information on the customer segmentation model, including:
- Information on how it was created / updated
- Detailed descriptions of the segments and their characteristics
- A breakdown of the population / households in a specific area by segment
- Segments with a specific characteristic or propensity to use a specific service etc
- Help to collect data to add to the segment descriptions
- Assistance segmenting your own existing data
The Insight Team
Hull City Council