Understanding different customer types

Our client (a financial services company) had a large database of customers, which it hypothesised contained different segments in terms of demographics, behaviour and needs

We worked closely with the client to fully understand all the information contained in the database and which fields would be most useful to consider when segmenting

We created a number of potential groupings, comparing each in terms of which the client found most recognisable and actionable

Findings were communicated via an immersive half-day workshop with all key stakeholders, to ensure that the segments were understood by all parts of the business and to discuss how marketing materials could be targeted to each one

A simple typing tool allowed the client to identify the segment a potential customer might belong to, which determined the type of products and communications they would receive

twitter in facebook google youtube