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
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.