Evidence-based Behaviour Change

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Behavioural Segmentation   

Behavioural Segmentation clusters your customers into distinct groups, based on how they are likely to respond to UC transition.

 


Analysing behaviours over time

Our segmentation model divides the customer journey up into 3 broad phases to allow analysis of behaviours over time.

  1. P1 / Pre-transition: 6 months prior to UC claim
  2. p2 / Short-term: 6 months following claim
  3. p3 / Long-term: 12 months following claim.

The Segments

The UC Real segments are built around payment behaviours, as represented by the balances customer rent account. This is also combined with consideration of the level of arrears at the point that they claim was made.

Rocketers are customers whose balance increases following their claim and then continues to rise over the course of the first year. These could be considered the highest risk segment.

Climbers experience the same initial spike in arrears, but then embark on a long slow recovery – a journey that, for some could take years.

Dippers actually experience an improvement in the balance immediately after claim, but then fall back into deeper areas during the second 6 months of their UCĀ  journey.

Sliders are customers whose balance initial improves, but then goes on to further improve through the course of the year. Whilst generally small in number, these customer do exist and represent the most successful transition possible.


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