Using Customer Segmentation to Improve the Lived Experience of Service Personnel
In the defence sector, facilities management (FM) has traditionally been shaped by contracts, compliance, and operational efficiency. But expectations are changing. Today’s service personnel—particularly younger cohorts—demand personalised, convenient, and high-quality services that support both their wellbeing and operational readiness.
At Sodexo Government, we’ve been exploring how data-driven customer segmentation can help us deliver on these evolving expectations— providing insights that go beyond anecdotal feedback to inform strategic decision-making.
Why Customer Segmentation Matters in Defence FM
Customer segmentation uses survey data to group consumers by measurable criteria—such as service usage patterns, satisfaction levels, demographics, and lifestyle indicators. In a sector where diverse audiences range from Junior Ranks to senior officers, this approach provides objective, actionable insights into what different groups really value.
For us, this means:
- Planning services around real demand rather than assumptions
- Targeting investment in innovation where it will have the greatest impact
- Improving user experience while driving cost-effective operations
What We’ve Learned About Junior Ranks Dining
One area where segmentation has been transformative is catering for Junior Ranks, typically aged 18–30. Our data highlights key behavioural trends:
- A desire for new experiences and social interaction
- Active lifestyles and interest in nutrition for performance
- Preference for convenience, flexibility, and customisation
- A love of tasty, varied, and international cuisine
Turning Insights into Action
Using these insights, we’ve introduced initiatives such as:
- Flexible all-day dining and digitally led ordering services
- Menu redesigns, including lighter breakfast options, more customisable lunch choices, cooked-to-order dishes, and bolder international flavours
- Service formats tailored to “grazing” habits and eating between traditional mealtimes
The Bigger Picture: A Cultural Shift in Defence FM
Ultimately, segmentation is more than a tool for understanding a consumer audience—it’s a strategic enabler. It demands cross-functional collaboration, with operational teams working together with marketing and client-facing colleagues to translate data into meaningful change.
In a sector that has historically prioritised compliance over consumer insight, this represents a cultural shift. But the rewards are clear: better experiences for service personnel, and an FM operation that is agile, resilient, and innovation led.
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