Segmenting Scope's customers to better serve their complex needs.



February & March 2019

In February 2019 I began working with Paper Giant – a Melbourne-based strategic design consultancy, as the Data Science Lead for the Scope Australia Customer Segmentation project.

Scope Australia is a not-for-profit organisation that exists to support people with physical, intellectual and multiple disabilities achieve their goals in life. Their mission is to enable each person to live as an empowered and equal citizen.


 

Problem Space


With the introduction of the National Disability Insurance Scheme (NDIS), disability service providers like Scope Australia are facing increasing pressure to deliver timely services that better support their customers complex and often lifelong needs. The NDIS has made a dramatic impact on how disability services, are sought and received. The shift from government block funding for allocated services, to consumer-directed funding for services, means that customers now have greater choice, autonomy and control over the services they require and the providers who facilitate and support care. For many customers the NDIS roll-out is confusing. Potential and existing customers remain unclear about how services will be affected, what this means for their care, and what new services may be of benefit.

To become more customer-centric, organisations need to understand who their customers are; understand what they need; what support services they currently use; their interests and preferences, and ultimately the obstacles they are trying to solve and the goals they are hoping to achieve. Following a number of successful design-led projects with Paper Giant, Scope were keen to take a data-driven approach to understanding their customers needs.


 

A Data + Design-led Appoach


We approached the problem using both data science and design research methodologies, and;

  • Explored data from Scope's core customer service, CRM, and contract management platforms.

  • Conducted informal interviews with Scope’s key stakeholders to understand how data is used across the organisation.

  • Conducted a workshop with Scope's Customer Data and Marketing teams to better understand how data could be better inform customer service, marketing strategies, and communication plans.

Data Analysis & Visualisation


  • Data exploration using SQL, Python, and Jupyter notebooks.

  • Customer segmentation using Python.

  • Visualisation using Matplotlib, Seaborn, NationalMap.


 

Key Outcomes



1.

scope_paper giant.jpg

Adopted a needs-based approach to customer segmentation and identified key customer segments that closely align with Scope’s core service lines.


2.

Provided Scope with detailed recommendations for improving and using customer segments.


3.

Provided Scope with detailed recommendations for improved data quality and consistency across the organisation.