This case study is based on a major project that we undertook for a leading international financial institution in 2014/15 which covered one of its UK divisions.
Key Learning Points
The client was able to achieve a number of changes in the business as a result of the project:
- Focusing on the real business needs of customers
- dentifying groups of customers with common requirements
- Developing a specific value proposition for each of the segments
- Prioritising the segments (and customers within the segments)
- Structuring the firm’s sales and marketing activities to meet these customers’ needs
Market2Win Segmentation Case Study
