Defining Implenia’s customer segments to build dream homes

Though the outcome of this collaboration between Implenia and Creaholic’s Dream Team was a process improvement based on data-based customer segments, the journey was similar to that of a service design project. In service design, the interaction and journey between a customer and a service is examined and optimised. In this case, what Creaholic ultimately did was optimise the work Implenia and architecture firms did to better know and serve the customers – in this case, residents. This improvement was made possible by upgrading the process with a set of research-based guidelines.

The team at Implenia believed in the potential of these target group guidelines, but was unsure of what the final product would look like and how they would include them in their work flow. Roman Hungerbühler from Creaholic created a prototype of the document after gathering data from a small sample group and insight from project leads and architects. Implenia was pleased with not only the initial insights but also the usability of the guidelines. They immediately recognised the value. The next step was gathering the large dataset needed to create reliable customer segments and a clear picture of potential residents.

The guidelines and segment descriptions (“Lifestylers”) are now actively used internally at Implenia to inform important decisions about new development projects. Architecture firms designing offers for Implenia work closely with the guidelines to ensure their ideas meet actual customer needs and preferences.

The diversity in our in-house tools, knowledge and network contacts played an important role in creating the guidelines and improving Implenia’s real estate development process. Bringing together customer segmentation skills, product development expertise and user research skills, our Dream Team led Implenia to a human-centred solution that will have a long-term business impact.