Customer Profiling

What is it?

Customer profiling (or tenant profiling) is the activity of gathering a wide range of different sorts of information about tenants to build up a picture of who they are and what their needs are. It can include gathering demographic information (equality monitoring data), information on specific needs and information on aspirations and behaviour. Customer or Tenant Insight involves analysing and using the data gathered about customers/ tenants to better understand their needs and expectations. This understanding can then help improve the tailoring, design and delivery of services.


From an equality perspective there are some key areas that customer profiling information and its analysis can be used for:


Tailoring of Services

Information gathered as part of customer profiling on communications or home visits can help organisations remove barriers or better respond to individual needs. For example gathering information on communication needs can enable organisations to ensure tenants who need correspondence and information in large print get it in large print.


Planning services.

Customer Profiling information can give you an understanding of who your customers are and their current and future needs. It can also help you identify changes in tenants profile overall and at more localised levels such as estate levels. This can inform future business plans and service developments.


Changing patterns and behaviour.

Information from customer profiling can be used to better meet the current and future needs of tenants.  For example finding out about how tenants interact with digital technology.


Assessing whether people across the protected characteristics are accessing services and are having similar levels of outcomes and satisfaction

(See equality monitoring section for further information on this).

Why it matters?

Information gathered that is used for tailoring services can dramatically increase the quality of service a tenant receives.

For example using the right communication and formats enables a tenant to access relevant information about their tenancy and be aware of opportunities such a participation or financial inclusion initiatives. Use of information relating to home visits can result in increased access in areas such as gas servicing and repairs. It can help organisations comply with pre court action protocol for rent arrears and ensure organisation’s meet their Reasonable Adjustment obligations under the Equality Act 2010. This can have a positive knock on effect on areas such as tenant sustainability.

Can help you target resources effectively from community engagement to digital inclusion projects.

Helps you respond to changing populations and new needs. For example new tenant bases with different language needs.

Can be used to map issues relating to hate crime and profiles of those involved to help develop effective responses.


Equality monitoring information gathered as part of customer profiling when cross referenced with other data can be used to see whether your services and practices are treating people across the protected characteristics fairly (See equality monitoring section for further information in relation to this).


Accessing Member Resources

Some resources are for Tai Pawb members only and you will need a password to access them. If you are a Tai Pawb member and need details of the password or copies of documents in a Word version or alternative format please contact /012602920 53763

Tai Pawb Resources

  • Model Category Equality Monitoring Form for service users with guidance notes (Currently under review)
  • Evidencing Equal Outcomes in Social Lettings, A self- assessment toolkit for social landlords in Wales (2013)
  • Evidencing Equal Outcomes in Housing Repairs and Maintenance, A self- assessment toolkit for social landlords in Wales (2014)
  • Evidencing Equal Outcomes in Customer Care, A self-assessment toolkit for social landlords in Wales (2014)


Tai Pawb Good Practice Briefings

  • Customer Profiling and Insight – Ensuring Equal Outcomes (2012)
  • Making Information Accessible (2012)
  • Language Communication Needs (2010)
  • Tailoring Service to meet individual need (2008)


Presentations from Tai Pawb Events

  • Avoiding Data Protection pitfalls when collecting Equality Information (Morgan Cole)

Useful Information


Sources of statistical data


Please note the material in this section is for information purposes only and does not constitute legal advice. Tai Pawb is not responsible for the content of external resources.

How Tai Pawb can help:

Customer Profiling and Equality Training

Facilitated workshop exploring the process within your organisation and how it can yield maximum benefits

Provide guidance on questions and categorise to use.

Provide feedback to you on your customer profiling forms/ questions you are looking to ask.

Help you identify areas where you could tailor your service.

Help you develop mystery shopping questions to help test how effective your tailoring of services is.

Help you identify and draw up a plan in terms of where and what you need to be equality monitoring for different services.

Help with the analysis of customer profiling data to help you identify further actions


For further information or to discuss potential consultancy or training support please / 02920665698