Background briefing on the importance of customer segementation and profiling to Smart Cities - and their relation to codesign and customer journey mapping

1. Customer segmentation – a brief introduction Dave Fitch

2. What is segmentation? Customer segmentation is the practice of dividing customers into groups of individuals that are similar in specific ways - such as age, gender, interests, spending habits, and so on. Customer segmentation allows service providers to target groups effectively 2

3. e-service use by individuals 3 eurostat 2008

4. Mosaic’s citizen segments 4

5. Who uses services? What sort of UK citizen is most likely to ask a local municipality for older person’s bus passes? (free to over 60s) 5

6. Linking co-design and segmentation Successful e-government requires cities to identify the best and most appropriate ways to deliver services to particular groups and then to use a range of channels to deliver good services. 6