A leading bank developed a value-based segmentation model, based on the differing value of customers to the bank. The bank wanted to turn this model into something more customer centric, beyond value, so engaged Spark to help them better understand each customer group, as well as embed the segments within the business. Spark used a combination of qual and quant solutions to size and explore each segment, giving each segment a human touch and bringing them to life in the business as real people with real needs.
In Summary
What?
Segmentation + Workshops
Who?
Ireland
When?
2024