The document discusses using customer profiling and developing targeted service channel strategies for rural areas. It provides examples of how municipalities have used customer data to better understand needs and preferences in order to design effective service delivery models. Specific cases examine using these techniques to improve access to childcare and public services for isolated rural communities.

1. customer profiling and developing a service channel strategy for rural areas Vital Rural Area Policy Forum on Regional Development Billund - October 7th, 2010

2. who we are

4. 15 municipal and academic partners from the NSR

5. Supported by a wide range of mainstreaming partners

6. Processes It architecture Services Channels Customer profiling Policy Measuring Wireless Contact centres Geobased Personalised Marketing Systems

7. Customers

8. ? Do you want to know your customers because … You want better targetted marketing campaigns? You want to introduce new cost efficient channels? You want to know if they use your services? You want to involve them? You love statistics? You want to have impact?

10. Hugger Campaign alarming statistics showing motorcyclists made up only 1% of traffic on Norfolk’s roads, but represented a staggering 26% of people killed or seriously injured. The images and messages as well as locations for adverts were based on customer profiling. 2010: less people killed or injured Source: Norfolk County Council

12. Don’t ask what you know: profiling

13. Achieving insight through the use of names and addresses Roshni Mistry 16 Dawlish Gardens Harrow HA4 2JL Young South Asian Hindu Female Individual house 1918 - 1939 ‘ Asian Enterprise’ Source: OriginsInfo

14. Source: Mosaïc

15. Recurring Groups Old Wealth Educated Cosmopolitans Career focussed Materialists Better off Elders Midscale Salariat Blue Collar Self Sufficiency Agrarian Heartlands Hardened Dependency Low Income Elderly De-industrial Legacy Source: OriginsInfo

16. Source: OriginsInfo J54 : Grey Perspective / Bungalow Retirement Nottingham Road, Clacton on Sea, CO15 5PG Fife Road, Herne Bay, CT6 7RE Haysom Close, New Milton, BH25 6PN Hazeldown Road, Teignmouth, TQ14 8QR

17. K58 : Rural Isolation, Parochial Villagers aaa ccc ddd bbb G42 : Municipal Dependency / Low Horizons Greenham Close, Middlesbrough, TS3 9NT Southbank Road, Burnage, Manchester, M19 1PX Eighth Avenue, Hull, HU6 9LH Thornton Road, Barnsley, S70 3NG

18. K58 : Rural Isolation / Greenbelt Guardians Church Street, Staverton, Northampton, NN11 6JJ West View, Minskip, York, YO51 9HZ Back Lane, Souldern, Bicester, Oxon, OX27 7JG Lower Stoke, Limpley Stoke, Bath, BA2 7FR

19. D26 : Ties of Community / South Asian Industry Aberdeen Place, Bradford, BD7 2HG Ivy Road, Luton, LU1 1DL Edmundson Road, Blackburn, BB2 1HL Osborn Road, Sparkbrook, Birmingham, B11 1TT

20. D25 : Ties of Community / Town Centre Refuge Watling Street, Llanrwst, Gwynedd, LL26 0LS Chapel Street, Stratford on Avon, CV37 6EP St Marys Street, Whitchurch, Salop, SY13 1QU North Street, Tavistock, PL19 0AN

21. E31 : Urban intelligence / Caring professionals Park Avenue, Hull, HU5 3ER Cambridge Road, Moseley, Birmingham, B13 9UE Norman Road, Kirkstall, Leeds, LS 5 3JL Agnes Street, Brighton, BN2 3AS

22. E32 : Urban Intelligence / Dinky Developments Lansdowne Way, High Wycombe, HP11 1TR Bullfinch Road, Nottingham, NG6 0NJ Beechcroft Close, Manchester, M22 7XE Lindisfarne Way, Northampton, NN4 0WG

23. Types of neighbourhood in Norwich

25. Inferring risks for places and people

26. Services and channels

27. Free bus pass Source: Esd toolkit, UK

28. Building permit

29. Preference channels Practical info Leisure Subventions Face to face Print Phone Mail website Source: Survey Kortrijk region, B

30. Voorkeurkanalen – administratieve contacten Face to face Letter Phone Mail Website Meeting Reporting malfunction / registration activity / formal registration / opinion

31. one size fits all

32. Channel strategy

34. Think before setting up new channels, optimise what you have

35. “ Simple services with a big transaction volume can easily be put online, complex and specific services need more to be handled face to face” Use online channels for cost efficiency, user comfort and speed. This creates time and space to handle specific target groups.

36. Case: child care

38. Birth rate

39. Households

40. Households according size

42. Where does target group live?

43. Channel preferences

45. Case: services in rural areas Source: Norfolk County Council

53. steps

55. Online guide http://www.smartcities.info/customer-profiling