Banks to create micro-segments


Banks - multichannel customer experience


As a first step, banks could design an integrated customer experience based on a streamlined multichannel approach and architecture. As banks activate new channels, customer inputs and customer knowledge can be expected to increase, which would then enable banks to create micro-segments.

Micro-segments are the smallest set of customers with uniform demographics and social behaviors, and form the basis for defining strategic profit pools. The increased capture and application of customer data, properly managed and updated through an advanced CRM platform, can help enhance the value and return on product catalogues, commercial campaigns based on realtime propositions, as well as lower distribution costs by optimizing capacity by micro-segment preferences.

A multichannel customer experience is based on the right combination of online and offline processes and can be enhanced by focusing on dedicated advisory services (remote or digital).

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