Streamlining customer segmentation for Business Stream

Our segmentation model enables Business Stream to deliver more effective, personalised communications to its target audiences.

Scotland was the first country in the world to open up its non-residential water market to competition. Our client Business Stream effectively inherited 100% of their B2B customer base (being wholly owned by Scottish Water) when the market was formed.

We worked with Business Stream to refine its existing customer segmentation by adding new data dimensions. Critically, we developed a new process to improve the linking together of services and accounts, enabling a ‘single customer view’.

This resulted in an improved customer focus and gave Business Stream the ability to identify and better understand its most valuable customers.

Introducing the model allowed Business Stream to fundamentally change its customer proposition to different segments, using a variety of contact strategies and creative messaging to produce more effective, personalised communications.