About the project
We engaged closely with stakeholders from across the business, recognising the diversity of stakeholder views, expectations, and intended use cases for this work. This built a deeper consensus on the purpose, value and utility of our work as it progressed.
Working collaboratively with key stakeholders at Incommunities, we co-designed the segmentation framework, inviting input on each element of the segments, from defining how the outputs would be used and grouped, through to shaping the data used in their development. Incommunities’ colleagues added significant value throughout, and the co-design approach helped achieve consensus and confidence. It ensured that the final outputs reflected Incommunities’ values, their vision for customer experience and service delivery, and their overarching strategic priorities.
With a model established, we conducted a detailed analysis of the customer data. Working within the co-designed framework, we calculated and collated the final customer segments, resulting in six interrelated, high-level groupings of Incommunities’ customer base along a risk and need-informed spectrum. The resulting segmentation framework was:
- Dynamic, reflecting the journeys that customers can go on throughout the course of their Incommunities tenancy, and helping to trace the impact of the service offer.
- Holistic, recognising the complexity of customers’ lives and experiences.
- Modular, meaning that the work could be updated to reflect future changes in the underlying data or shift in strategic or operational priorities.
Results
The final customer segments have provided Incommunities with a digestible, functional, and practical framework for understanding their customer base, one that resonates with senior and non-executive stakeholders, service managers, and customer-facing colleagues. This has created a shared language around customer need, enabling more consistent and aligned decision-making across the organisation.
Each segment was further enriched by accompanying personas, detailed descriptors, key data indicators, and further points of analysis that helped to inform wider considerations such as channel strategy and access. These insights ensure that services are more responsive, efficient, and better aligned to the diverse needs of customers.
To maximise long-term impact, we provided Incommunities with a detailed methodology, framework, and the underlying datasets used. This ensures the segmentation remains a sustainable, evolving asset rather than a strategic output.
All findings, alongside clear recommendations, identified risks, and future opportunities, were consolidated into a final report, providing a strong evidence base to support ongoing strategic and operational decision-making.
