StratAgree™ – Strategic Segmentation
To better connect with customers, start by knowing who they are
To connect with customers, you first have to know who they are and understand their wants, needs and preferences. Traditional segmentation is a great start, but we find that many organizations aren’t getting the bang for their buck that they expected. That’s where Strategic Segmentation comes in.
Demographic Segmentation impacts mostly:
This typically results in conversion rates in the .50% range.
Customer segmentation should be more than improved targeting and better messaging. It should point the way to which segments offer the greatest long-term opportunity.
Excellent customer segmentation improves product and pricing strategies and decisions, informs channel development decisions and can even accelerate sales results.
Adding Product and Balance distribution analysis can improve conversion rate to .75%
The following discusses the basic demographic segmentation approach and suggestions to improve your segmentation ROI.
A traditional segmentation approach groups customers by common characteristics. These typically include age and income along with other demographic measures. You can compare your bank to the market to identify any unique groups you capture. You can also determine the products that align with each group.
For example, if a particular segment has a high concentration of Checking Account ownership with the bank, one approach is to offer Checking Accounts to any non-Checking customers in that group. But more can be done to improve this approach.
Product and Balance Distribution Enhancement – This step involves examining customers in each segment by the checking product(s) held and their balance distributions. In this example, we use check ownership by age and highlight the main checking product and average balances by segment.
If you understand which checking product has the greatest concentration within each segment, and the average balances carried in that product, it helps you better target which checking product(s) to promote by segment.
There are other considerations that help fine-tune the targeting by sub-groups within a segment. In our example below, 22% of a particular segment owns the High-Interest Checking product.
Using customer relationship balances, you can fine-tune the targeting and messaging to improve conversion rates.
Geocoding your customer file typically provides a .15% improvement in the conversion rate.
Geocoding – We often add geocoding to a customer file. This enables us to measure the distance of each targeted prospect or customer from your branch. Leveraging this additional insight improves campaign results.
In fact, our experience suggests this increases conversion rates by 20%-30%.
Invest in SegmentACTION™ and expect your conversion rates to nearly double.
With traditional demographic segmentation, expect gross conversion rates around .50%, depending on your offer and packaging.
If you take the time to analyze product usage and balances by segment, you can increase your conversion rate by .25%.
Limiting your offer to customers closest to your branches will improve your conversion rate by another .15%.
This brings your gross conversion rate to .90%, almost doubling where we began the process.
We offer additional services to improve your strategic decisions about your customers, products, pricing, campaign management and forecasting.
Other benefits can improve your conversion rate to even higher levels. Our StratCLV™–Customer Value and PROTECT™—Pricing Optimization programs not only improve your marketing but provide you with the analytics to drive more effective product and pricing decisions and empower you to grow valuable customer relationships. With our Flow of Funds solution, you will be able to determine whether your campaigns are bringing in new money or not for each product and marketing campaign.