Customer Profiling, Customer Insight, and Service Design

Customer Insight – working to use data and evidence to better understand citizens and communities – is a key tool for municipalities to use if they want to deliver better, more targeted and more effective services to communities and citizens. This guide explains how to use these techniques.

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.

Guide highlights:

  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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