1. Improving Services to Businesses Local Government Group conference: using customer insight to understand complex issues Thursday 10 March 2011 Rita Booth Strategic Director Lichfield District Council West Midlands Business Matters Project Lead

2. Why this work is important ………

4. Customers Needs Services Organisation (local authority) have satisfied by delivered by Developing Customer Insight……. Driving Service Improvement by Understanding Customer Need

6. We know how to segment citizens…. But how do we segment businesses?

7. Segmentation Framework Small Local Employer Medium Local Employer Business at Home Major Local Employer Large National Company Medium Subsidiary Large International Company Medium chain with multiple West Mids sites Large Chain with few West Mids sites Large Chain with many West Mids sites Medium Chain with one West Mids site Small Chain Medium Large Small Medium Large Small Firms with a direct stake in West Mids Publichird Sector Head Office in West Mids Head Office outside West Mids

9. Life Stage (demographics)