DATALYTICS UNDERTAKES CUSTOMER SEGMENTATION PROJECT FOR VIRIDIAN HOUSING
Customer management and insight specialist, Datalytics, has been appointed by Viridian Housing to carry out an in-depth analysis of their resident base and develop a customer segmentation solution. The resulting segmentation will help Viridian to tailor new products and services and communicate more effectively with their residents.
Viridian Housing manage 16,000 homes in London, the south east, the Midlands and West Sussex. They work in partnership with local authorities, organisations and residents to create safe and sustainable communities.
Following a series of workshops and a detailed exploratory analysis of all data held by Viridian, Datalytics gained insight into the residents and their relationship with the organisation. Using this insight, Datalytics developed a needs based segmentation, which will allow the housing association to look at their customers through a series of ‘marketing lenses’. The lenses include a demographic lens, which describes residents based on their life-stage, household composition and residency type; an engagement lens, which looks at the level and nature of customer engagement; and a financial lens linked to rent status. These lenses can be used in isolation or in combination with each other to help communicate and build stronger relationships with different customer groups.
Alan Tomlinson, Managing Partner at Datalytics states; “Viridian has adopted a truly customer centric approach and are creating the blue print for housing associations across the UK. By working closely with the team at Viridian, we’ve been able to unlock the true value held within the customer data. The segmentation will help Viridian communicate and market to their customers in a far more efficient and accurate way, which has to be a good thing for all their residents and Viridian.”
Eoin Quiery, Business Excellence Manager at Viridian adds, “Datalytics developed a segmentation solution which is now helping us to provide services targeted specifically to meet the needs of particular customer groups. This is helping us to maximise our social impact. This approach has enabled us to make a real leap forward in how we think strategically about who our customers are and what services we can best provide to them.”