LEISURE

The customer segmentation challenge

Politicians and officers look differently at the differing needs of residents, but the challenge and opportunity is to bring the two viewpoints together, writes Lawrence Conway

We carried out an exercise recently, based around our parks and grounds maintenance works and community involvement. The first part was to characterise the differing ‘customers'. We have done this many times before, but this time we did it with our politicians.

The objective was to provide a service that could match the needs and aspirations of the local communities and the many facets that they represent. 

Lawrence Conway

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