Design of behavioral segmentation for 3 international subsidiaries of a banking group
Context
Our customer is a universal bank of French origin present in 64 countries. It aims to become the benchmark relationship bank in all its markets. In this context, the Group's International Marketing Department, which supports its foreign subsidiaries in defining and developing their customer strategies and their relationship and distribution systems, launched a customer behavioral segmentation project for 3 of its subsidiaries in the Balkans.
Objective
The 3 entities have already deployed the value segmentation common to all the Group's retail entities. This segmentation cannot, however, be activated for prospecting or when entering into a relationship. Based mainly on flows and outstandings, it requires 6 months of customer history before a customer can be assigned to a segment.
VERTONE has been asked to support the International Marketing Department in managing this strategic project, from the study phase to the design of a U&A segmentation which will then be deployed operationally in the subsidiaries.
VERTONE contribution
VERTONE's expertise in 2 main areas: the design and dissemination of marketing methodologies (from strategic definition to operational implementation) and the management of international projects (central/local). Design and timely validation of a segmentation common to all 3 countries. Definition of a new value proposition based on the new segmentation and the business challenges of the 3 subsidiaries.To find out more, contact our team
