GB-Swansea: SOCIO DEMOGRAPHIC GEOGRAPHICAL INFORMATION SYSTEM (GIS)

The DVLA Customer Modelling and Data Analysis Team currently uses a postcode socio demographic product in conjunction with geographical mapping software to enable them to carry out detailed customer analysis and segmentation to identify and group customers into segments of like-minded consumers.

Geo-demographic segmentation is widely used throughout the commercial, voluntary and public sectors to provide customer insight, enable segmentation, develop predictive modelling solutions that improve customer service and make communications more efficient and effective. DVLA has been using Geo-demographic segmentation services since December 2005.

The practice of using socio-demographic geographic software, has positioned the DVLA as a leader in the use of Geo-demographic segmentation for business and customer insight analysis working collaboratively with DfT and wider government. We have used the software to make our work more effective and efficient across a range of products and services but particularly in providing analysis and insight to help inform policy development and future strategy.

Using geo-demographic analysis has enabled (but not limited) us to:

•Underpin strategies to reduce Vehicle Excise Duty (VED) evasion by distinguishing through segmentation the types of customers that evade paying VED and those that have slipped into non-compliance.

•Increase online take-up of Electronic Vehicle Licensing (EVL) and new services such as Direct Debit through segmentation, enabling bespoke V11 documents to be issued.

•Identify users of an existing electronic service to implement a cross-sell strategy to increase uptake of another and new electronic services (for example EVL users being targeted to increase DLO uptake or use of View Driver Licence service).

•Produce a report for DfT on unlicensed driving to help identify those most likely to drive unlicensed.

•Enable the facility for Ten Year Renewal (TYR) literature to advise customers of their nearest Post Office branch in which they can complete the transaction.

•Produce a database of the nearest medical consultants for customers requiring examinations.

•Understand the impact on customers as a result of VED Reform

•Offer customer profiling of monthly Customer Satisfaction Survey results

•Profile customers through the relicensing life cycle and purchasing of new and used vehicles and allow for bespoke messaging and communications to these profiles

•Target VED enforcement action based on geographical proportionality

•Analyse the impact of Driver Retraining Schemes on deterring further speed offences

•Target specific customer groups to invite to take part in usability testing of new products and services.

•Understand digital exclusion and broadband availability