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United Utilities

The CACI team understood exactly what we needed, making the process painless

The Challenge

United Utilities needed to fundamentally increase their understanding of their customers to:

  • Improve communication
  • Meet customer requirements
  • Focus resources
  • Guide customer behaviour

The Solution

  • By involving key stakeholders from the outset the wide-range of requirements was agreed.
  • 8 segments were identified by enhancing UU’s transactional & research data with CACI’s demographic, lifestyle & attitudinal sources to understand their water & wider behaviours.
  • Segments were named, understood & embedded  into the business via workshops.
  • Every customer is coded with their segment.
  • Bespoke pen-portraits & clear knowledge sheets link stakeholders to their customers

The Results

The segmentation is actively used every day within United Utilities to:

  • Target communications to the correct customers with the right message & media
  • Assist in addressing customers with debt
  • Test new propositions to improve customer satisfaction and reduce costs
  • Quantify the size of the market

Success has enabled UU to meet the challenges and embed segmentation as part of business as usual, and this approach has been recognised as a positive attribute by Ofwat in its assessment of our customer research and insight.

Further information

Get in touch with CACI team today, we will enable you to make better, more informed location and marketing decisions 

The CACI team understood exactly what we needed, making the process painless.  The 8 segments now form a common language across our business and are a key tool in helping us deliver on our objectives

Penny Walton
Sales & Billing Manager, United Utilities
UK Headquarters
Kensington

Kensington Village
Avonmore Road
London
W14 8TS View Kensington office map

 

The CACI team understood exactly what we needed, making the process painless.  The 8 segments now form a common language across our business and are a key tool in helping us deliver on our objectives.

United Utilities