In order to develop its understanding of its customers, Land Registry
is developing a customer segmentation approach that spans the
entire organisation. Customer segmentation involves grouping
together users of products or services based on certain shared
characteristics, behaviours, needs or attitudes. It is a tool that
enables service providers not only to differentiate a service to meet
customer needs better but also to influence customer behaviour in
support of organisational objectives.
Some customer segments have been defined already. However, in
the future it may be useful to differentiate between detailed
customer segments in use by particular projects (such as econveyancing)
and more general customer segments, which
complement the detailed approach but can be implemented more
widely. |
