Profiling Benefits
By developing our understanding about who uses a service, we can tailor the service to specific needs and deliver more effectively
To organisations
and services
- Through this understanding we can tailor channels and communications to users' needs for more efficient and effective targeting
- Better understanding = better services = more satisfied customers
- From looking at who is using a service we can see who isn't - by understanding who and why, we can extend the service provision and reach non-users
- Resources can be allocated down to neighbourhood / segment level
- Understanding geo-demographics can help tailor our marketing to change behaviours, for example supporting people to lead healthier lives
- Profiling can help measure service use for continuous learning and performance management
- If we use a consistent approach and recognised tools and techniques there are opportunities to benchmark and share learning nationally
To residents
- Services will be more appropriate to their needs
- The right services can be made available for the local population / communities in the right place at the right time
- Communications can give targeted messages using appropriate channels
- Communications can offer services which people need and are eligible for in a way that residents are likely to respond to - thereby ensuring that money is not wasted on ineffective campaigns.
- Vulnerable groups can be identified and given appropriate support
- Increased trust and satisfaction that the council is delivering value for money for local people.
Summary
- There are many benefits to both the organisation and to residents of using customer profiling