Understanding Scope's data to better serve their customer's complex needs



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

February & March 2019  |  Client: Scope Australia  |  TEAM: Paper Giant

 
 

Problem Space


The introduction of the National Disability Insurance Scheme (NDIS) has made a dramatic impact on how disability services are sought and received. The shift from block funding and the provision of 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.

Organisations like Scope are facing more pressure to deliver timely services that better support their customers complex and often lifelong needs. 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.

 
 

Data & Design Process


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

  • We explored data from Scope's core customer service and contract management platforms.

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

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


 

Outcomes


1.

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.