Segmentation:
Serving your audience more effectively
Example of new optimal journey
Mock BI Publisher data dashboard
Sample of segment survey data
780K+ Members Segmented
100's Comms Products Sorted
5
Plan Boards Invested
10
New Personas Created
Over 780,000 members were divided into 10 segments
Hundreds of communication products were inventoried
5 plan boards were invested in targeted communications
Early efforts showed improved member engagement
The challenge
The BC Pension Corporation administers pensions for 1 in 8 people in British Columbia. The complexity of the subject matter and the volume of communication products demanded a one-size-fits-all approach to messaging in most cases.
Their desire was to improve the effectiveness of their multi-channel communications by delivering the right message to the right member in a timely way.
My roles
As the Service Experience Manager and Project Lead I led the successful development of the corporate-wide Segmentation strategy and framework.
I began with comprehensive research to learn about ways of segmenting for communications and examined all of the work that been done to date on grouping members.
I facilitated cross-functional workshops to collect member behavioural data from across the corporation, and gathered executive insights on goals to ensure alignment with the goals of the plan boards.
I supported change management and awareness through presentations, internal messaging and was the voice of the project publically at the 2023 BC Public Sector Pension Conference.
★★★★★
Pam A. ~ Director, BC Pension Corp.
Jason understands customer segmentation and has developed persona briefs that I’ve been told by designers are some of the best they’ve ever seen.
Solutions
Once the segments were created and the goals established, I documented a five-part strategy and built out a framework for turning high-level strategy into concrete, measurable action.
Creating UX personas for each of 10 new segments served as blueprints, offering stakeholders, content creators, and developers a deeper understanding of how to connect with and better serve segments.
Hundreds of communication products were catalogued and prioritized by a new executive steering committee that would oversee how segmentation was implemented.
A new segment data dashboard was created to inform communication efficacy and allow for distribution to each segment as needed. I established key performance indicators for each segment to track our effectiveness as new products were rolled out.
Finally, tangible work began on the plan websites to direct information to segments such as new members, retired members and those thinking about retirement. Navigation was expanded to allow for easy wayfinding. Print materials are in development to appeal to each segment's job to be done.
Results
The result is a sustainable approach to targeted communications, built from insight, collaboration, and measurable actions.
Content creators can tailor messaging and education to resonate with specific segments, while developers can design interfaces and functionalities that cater to diverse user behaviors. Resources can be allocated to enhance key areas, while members of every type get the best possible experiences.
The work is ongoing, but this segmentation approach has laid the groundwork for continuous improvements and optimal communication effectiveness.