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Case study

Creating bespoke customer segmentation for a utility provider

Marketing teams rely on detailed and specific customer segmentation to aid their customer targeting. We created bespoke customer segments for a utility provider, designed for their needs and actionable for the teams. 


A utility company, serving 2.3 million households and 130,000 business customers.


The aim of the project was to transform customers from being ‘passive receivers’ of a service to becoming ’active participants’ in the development and delivery of its services.

This required reaching out to those customers who never usually respond to communications and using different methods of engaging with them (such as text and email).

The company wanted to be able to target customers more effectively, which in turn, depends on knowing the breakdown of customers. Faculty was asked to develop a more sophisticated segmentation of customers, broken down into age groups, types of household (single vs family), languages spoken and households identified as being vulnerable.


We created a dashboard to allow the company to view historical data supplemented with external data sources. The dashboard refined the customer segmentation and has offered several benefits for the client, such as greater scope to break down the customer base into more clearly defined segments.

The dashboard can also improve and create a tailored customer segmentation. Based on the result of the current segmentations’ comparison, and by using the data available at customer level and adding additional open-source data available for the area, we created segments that are specific to the utility provider’s customers, designed for their needs and actionable for the teams.




The client is now better able to provide a service that meets the specific needs of individual customers. Its marketing and communications team can target their communications more effectively because they have a far clearer idea of how individual customers use their services.


To find out more about what Faculty can do
for you and your organisation, get in touch.