Introducing the Customer Profiling, Customer Insight, and Service Design Guide

Customer Profiling and Customer Insight are key tools for cities to use to deliver better, more targeted and more effective services. This guide explains how to use these techniques.

Customer Profiling and Customer Insight – which both to use data and evidence to better understand citizens and communities – are key tools for municipalities to use if they want to deliver better, more targeted and more effective services to communities and citizens. When combined with co-design approaches, the combination of customer insight and customer profiling allows municipalities to use a strong mix of information and established best practices to better understand their customers and to identify the most appropriate channels and approaches for service delivery.

Do you understand your customers? Your citizens? The communities you’re trying to help?

Key steps to customer insight:

The guide provides a six-step process to adopting customer profiling and customer insight approaches, along with many case-studies, examples and sample workflows. Together these illustrate how cities and municipalities across Europe have used these tools to improve service design and service delivery.

  1. Moving from customer profiling to channel strategy
  2. Business cases, processes and outcomes
  3. Customer segmentation
  4. Using data effectively
  5. Using personas to enhance the use of customer insights in service (re)design
  6. How co-design can help cities respond to user needs

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