Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 287

Table 6.23 Using the segments to set distinct business objectives.

Number Segment Objectives Focus Brand image

communicated

A credible finan-
cial organization
that can guard
and expand cus-
tomer assets

• Additional savings
with the competi-
tion
•Premiumcredit
cards
• Low-risk invest-
ment products
• Introducing them
to alternative, non-
manual channels

Focus on peo-
ple and dif-
ferentiated
treatment

Depositors-
investors

1

Amodernbank
with a range of
innovative prod-
ucts that offers
transactional
convenience
and is devel-
oping with its
customers

• Credit card usage
incentives
• Consumer loans
• Mortgage
• Internet banking
• Automatic pay-
ments

Focus on trans-
actional con-
venience and
development
of their rela-
tionship with
the bank

Young active
customers

2

A bank that under-
stands the needs
of its customers
and helps them
reach their goals
by offering a
variety of spe-
cialized lending
products at com-
petitive rates
andwithusage
incentives

• Loyalty incentives
• Specialized credit
cards
• Consumer loan for
credit card holders
with debts
• Mortgage loans
(considering credit
score)
• Internet banking
• Automatic pay-
ments

Borrowers-
credit card
users

Focus on prod-
uct and
pricing

3

An established
bank that offers
awiderange
of competitive
products and
rewards its loyal
customers

• Loyalty incentives
and rewards
• Mortgage loans
(for the non-
owners)
• Internet banking
• Automatic pay-
ments

Focus on rela-
tionship
pricing and
reward

Full
relation-
ship cus-
tomers

4