A customer’s relation to his or her bank is, to a large degree, decided by emotions. Consequently, Marketminds has developed a segmentation-model that gives emphasis to emotional action.
The segmentation identifies 5 different types of bank customers, each of which banks should integrate in both marketing strategies and direct customer contact.
The segmentation of bank customers is based on 15 years of knowledge and insight into the Danish bank customers’ relationship with their personal finances, their behavior in relation to their choice of bank and bank products, and changes in the relationship between bank and customers in the recent years’ digitalisation.
In addition, in the spring of 2013 we carried out a quantitative study of 2050 Danish bank customers that the segmentation model itself is derived from.
Have you or your department an interest in hearing more about the survey, please contact Mette Obelitz for a talk about the possibilities of a presentation of the results. A brief presentation is available here: The Danish bank customers.