To effectively meet differing information needs and profiles of customers, the Singapore National Library Board (NLB), winner of the 2004 Singapore Quality Award, segmented customers five age group segments - Pre-schoolers, age 6 and below), Children (age 7-12), Young people (age 13-19), Adults (age 20-59) and Senior citizens (age 60 and above). To identify other segments for library services, the NLB carried out environment scanning utilising a range of surveys and focus groups. The findings f...

BPIR Categories

4.1.1 Identify market segments & target customers
1.1.6 Analyse customer data
1.1.5 Conduct customer surveys

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