Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 285

Table 6.21 The behavioral profile of the segments.

Number Segment Size (%) Profiling tips Value rank

• High savings balances
• High volume of credit transac-
tions for depositing money
• High penetration in time
deposits and investments
• Low penetration in consumer
loans
• Above-average educational level
• Above-average age
• Usage of traditional channels

Depositors-
investors

1 19

Medium

• Holders of savings accounts with
average balances
• Very high frequency and volume
of withdrawals
• Above-average educational level
• Young employees starting their
career
• Most employees are payrolled by
the bank

Young active
customers

2 28 Low

• Low savings balances
• High withdrawal frequency
• High penetration in consumer
loans
• Heavy credit card users
• Increased bucket (some of them
carry over their due amount and
are months in arrears)
• Increased usage of alternative
channels (for paying their loans)

Borrowers-
credit card
users

3 30

High

• Average savings balances
• High penetration in time
deposits
• High penetration in mortgage
loans
• Above-average educational level
• Users of alternative channels

Full
relation-
ship cus-
tomers

4 23

High