In 2014 Derbyshire County Council (DCC) began work on a bespoke customer segmentation model. The aim of this model was to allow the authority to anticipate and manage customer need, analyse the use of services and allocate resources effectively in the future. Adapting a classification tool developed by Hull City Council in partnership with the Local Government Association (LGA), the population of Derbyshire is segmented in four overarching ‘super’ clusters and eighteen underlying ‘sub’ clusters. These clusters have been developed primarily using data from the 2011 Census and reflect the distinctive nature of the Derbyshire population. Each of the 2,569 output areas in Derbyshire, small areas containing approximately 300 people, is assigned to one of the eighteen sub clusters in the model.
Additional information has been added to these clusters based on survey data outlining what customers are saying and thinking, and statistics showing which services customers’ are using. This information will help to ensure that the Derbyshire County Council understands the need for its services, can use its resources efficiently, and can also help plan for the future through understanding changes in the population.
Examples of Derbyshire Customer Segmentation reports can be found below. These show how Derbyshire data can be analysed at customer segmentation level.