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“Knowing your customer”

“Knowing your customer”. Prepared by: Metropolis Research Pty Ltd. The presentation. A little about Metropolis Research Pty Ltd What you might need to know about your community Census and related information Council collected information Doing your own research Conclusions.

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“Knowing your customer”

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  1. “Knowing your customer” Prepared by: Metropolis Research Pty Ltd

  2. The presentation • A little about Metropolis Research Pty Ltd • What you might need to know about your community • Census and related information • Council collected information • Doing your own research • Conclusions

  3. Metropolis Research Pty Ltd • Established in 1998, Metropolis Research specialises in providing quality research services to local and state government.  • Extensive experience in assisting local governments to understand the characteristics, behaviours, views and expectations of their communities. • Currently conducting surveys for the Cities of Darebin, Greater Geelong, Maribyrnong, Melbourne, Melton, Moreland, Port Phillip, Whittlesea and Moonee Valley.

  4. Some questions to answer • What is the profile of the people who use the library and is it different to the profile of people who do not use the library? • Will the population change over time? • What are the reasons why people use the library service and why others don’t? • How important is the library service to the community and how satisfied are they with the service being provided? • What changes could be made to the library service to encourage more people to use it?

  5. Why you need to know your community • Demand is likely to differ across different customers’ groups • Identifying customers’ profiles is useful to attract new customers • Reasons that trigger customers’ behaviours can be modified appropriately to increase satisfaction • Identifying customers’ level of satisfaction early on can prevent unexpected drops in visit frequencies • Improvements that need to be done should be guided by customers’ expectations

  6. Census of Population & Housing

  7. Census • Most complete source of data on the community is always found in the Census. • Ethnicity (language, cultural identify) • Total population • Age structure • Household structure • Education levels • Income

  8. Age structure Age structure varies considerably across metropolitan Melbourne.

  9. Non-English speaking population Language is the best determinant of ethnicity for policy development

  10. Household structure Demand for library services is heavily affected by household structure

  11. Individual income Income varies considerably by area and will impact on demand for libraries

  12. Education levels (no post high school qualification) Education levels is important factor affecting provision of library services

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