What is Customer Insight?

Customer insight is the term used to describe the analysis of a broad range of data about Havering’s residents in order to better understand their needs, expectations, behaviours and experiences. This insight is used to target and shape our services and communications according to the needs of different customer groups, resulting in more efficient service-provision.

More information about Customer Insight can be found on the following link Customer insight guidance for councils.

What is Mosaic ?

Mosaic is a statistical model which classifies all Havering households into 15 groups and 66 types according to their demographic, socio-economic, lifestyle, attitude and consumer characteristics (developed and owned by Experian Ltd). It also provides crucial information on the types of communication that households are most receptive to. Mosaic is used across central / local government, the NHS and Police services to target services more effectively and efficiently by developing a deeper understanding of customer’s needs and preferences.

The two booklets below explain about Mosaic segmentation.

Mosaic Public Sector Brochure 2016
Mosaic Public Sector Handbook 2016

If you are a London Borough of Havering employee and would like to find out more. Please contact the Customer Insight Officer on 01708 431038 who will advise on the resources available and how to register for access to the Mosaic Segmentation Portal.

Mosaic Segmentation Portal