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
 Identifying 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

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