RA9 - Customer Segmentation & Innovation

Maven, working in close partnership with a public sector agency, applied our Organisational Transformation approach,  gathering customer insights and ideas that in turn fed into the five-year customer-led change programme.

The approach to this work covered a series of four steps:

  • Segmentation Model, organising the New Zealand business landscape to identify the most relevant differences and similarities in how businesses relate to government.
  • Persona Development, 'bringing the segments to life' by developing them into personas (illustrative examples of people who embody the segments).
  • Ideation Workshops, to identify ways in which companies interact with government agencies, and what it means to be easier to work with.
  • Innovation Framework, analysis of ideas for making government easier for businesses to work with.
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