Customer Segmentation at a quality award winning library organisation

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