Hi,
I'm working on my first customer segmentation project for a big retail bank. The bank currently do not have segments for their customers, other than age etc. but nothing defined to drive business value and targeted sales/service.
My final deliverable will be 3 possible options for segments.
As I have never done a customer segmentation piece before, I'm hoping to source some ideas on what approach to take (e.g. what would an issue tree look like, how should I be utilising data, what's the framework here - need-based, past behaviour based and demographic profiles?)
I appreciate any guidance on this.
Thank you!
