Customer Segmentation Consultancy Support

Citizen is a major housing provider in the West Midlands, managing 30,000 homes across Coventry, Birmingham, and surrounding rural areas. Our customers live in a wide range of homes, from family houses to high rise apartments, supported housing, and schemes for older people.

While most customers rent, we also support many shared owners and leaseholders. Our purpose is to provide homes that act as a foundation for life, and we are continuing to transform our services to better meet customer needs.

Our new Business Strategy (2026-2030) sets out two key ambitions: • to deliver services shaped by customers that feel personal and exceed expectations, and; • to use data and technology to provide more proactive services and faster outcomes. Although we hold extensive information about our customers and homes, we want to strengthen how we use this insight to understand our customers more deeply and tailor communication, engagement, and service delivery.

We are therefore seeking to engage with organisations that can support us in developing a customer segmentation model or approach that is right for Citizen and aligned with our strategic ambitions. We want to explore market capability, understand available methodologies, and inform a potential future procurement process.

Proposals will subsequently be invited from consultancy practices who can demonstrate: • A proven track record in delivering similar segmentation projects • Extensive knowledge of social housing operations, and customer bases • Dedicated team, with the skills and experience required for the services. Once the engagement period has ended, Citizen will invite suitable consultancies to participate in a further procurement process.