1. Examples of Data Sources Used For Customer Profiling Smart
Cities Event 14/03/2009
2. A Customer Relationship Management (CRM) System
The Norfolk libraries CRM system is used to collect and record
information about the customers using library services
Linking the address data stored in the system to a customer
profiling database allows us to group customers using the service
into specific types with similar characteristics
For example, the free Internet service available in libraries
is provided to ensure that customers who otherwise would not be
able to access the web can
By profiling the customers who are using this service we are
able to understand if we are successfully reaching all, some or
none of our target customer groups
3. Manual Data Collection
Norfolk County Council produces a pack of approved service
providers (builders, plumbers, electricians, etc.) that is
advertised in council publications and sent to customers upon
request
The purpose of the service is to give vulnerable customers
access to trusted professionals although anyone could request a
brochure
By recording and storing the addresses of customers in a
microsoft excel/access database we are able to link this data to
our profiling data
By comparing the volume of customers in each group/type
requesting a pack and the volume of Norfolk residents in each
group/type we can understand how successfully we are reaching our
target and non-target customers
4. Customer Research (I)
By adding a what is your address/postcode question when
conducting customer research we can profile our respondants
allowing us to compare the results by customer group/type
Norfolk County Council customer service centre advertises
numerous contact numbers. We wanted to know where callers got our
number to rationalise our marketing
Some customer research was recently undertaken where the phone
number which a customer contacted us on, the service they required,
where they got that number and the callers postcode was
captured
We can use the data to profile the customers contacting us to
understand if certain groups/types are contacting us on the wrong
number for the service they require and how best to advertise the
correct number or a change in number
5. Customer Research (II)
The customer satisfaction tracker is a postal survey where
3,000 customers are contacted to answer a series of questions to on
their perceptions and views including How satisfied are you with
your council?
The addresses of those customers that respond to the survey can
be linked to our profiling data
We are able to analyse the responses by customer groups/types
and geographical location to identify trends in customer
satisfaction and perception
6. Catchment Areas
Where a service is offered to local residents you can use the
address of the service provider to understand the customer
groups/types that make up the local community
To improve our understanding of a schools performance and
issues that it is experiencing we can profile the community that
lives locally to the school
We can use this knowledge to identify schools positioned within
similar or contrasting communities and to identify the best way to
reach that community with our communications