Customers at the Heart of Total Place event 18th March 2010

1. Improving Services to Businesses Rita Wilson Strategic Director Lichfield District Council West Midlands Business Matters Project Lead Brian Higgs Corporate GIS Unit Manager Dudley Metropolitan Borough Council

2. Why this work is important ………

3. Date of birth Gender Language Marital Status Ethnicity Disability Segment group Preferred communication channel Property ID (LLPG) Length of residency Property type Household income Liquid assets Property value Postcode Households with children Benefits Library Waste Council Tax We are developing Customer Knowledge in relation to citizens….. .

4. NNDR Building Control Head office Segment group Name Property ID (LLPG) Address Regulations Turnover Postcode Sector Size But know little about businesses and their needs! .

8. We know how to segment citizens….

9. But how do we segment businesses?

10. Segmentation Framework Small Local Employer Medium Local Employer Business at Home Major Local Employer Large National Company Medium Subsidiary Large International Company Medium chain with multiple West Mids sites Large Chain with few West Mids sites Large Chain with many West Mids sites Medium Chain with one West Mids site Small Chain Medium Large Small Medium Large Small Firms with a direct stake in West Mids Publichird Sector Head Office in West Mids Head Office outside West Mids

11. Life Stage (demographics)

13. Service Delivery

15. Businesses do not operate in isolation… neither does our project! Businesslink.gov HMRC Business Link (regional) Local authorities Companies House Office of National Statistics BIS (Business Innovation and Skills)

17. Questions and Comments ???