The document analyzes customer data from the Childcare Information Service (CIS) to understand who is using the service and how to better reach potential customers. Mosaic data shows that younger families, city workers, families reliant on council support, and blue-collar workers are most likely to need childcare. The data confirms these groups are well-represented CIS users. However, users in Great Yarmouth, King's Lynn, and other areas are under-represented compared to Norwich users. The CIS needs to improve reaching blue-collar workers in Great Yarmouth and council-reliant families in King's Lynn to better serve all potential customer groups.

1. The Childcare Information Service (CIS) What does profiling our customers tell us about the service? Communications and Customer Services August 2009

2. Background