1: Service Differentiation
Differentiate service offerings, based on customer insight and segmentation, to meet people’s specific needs and improve equality
of outcomes.
Other Information:
Better service starts with better understanding. Governments must strive to become better informed about what the people they
serve want and need, and put in place services and service delivery mechanisms that are responsive, connected and aligned
to those wants and needs. Whereas in private industries, companies conduct value-based segmentation, governments need to understand
their “customers” by undertaking detailed, needs-based, customer segmentation studies, recognizing that these needs will vary
across different customer segments and, indeed, individual customers. Then, they must respond by targeting services—and therefore
resources—appropriately, ensuring that those who have the greatest need receive the most help and those who are most able
to help themselves have the opportunities and means to do so. These actions will enable governments to tackle the difficult
balance between the desirability of offering people choices and personalized services and the necessity of achieving more
equal and universal social outcomes cost-effectively.
Objective(s):
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