DATA-INFORMED CUSTOMER DEVELOPMENT AND LOYALTY PROGRAMS
Andrea Hoffmann and Philipp Annasohn
Published: 29 April 2019
Most banks can already benefit significantly from adopting simple client development measures. However, to target the maturity levels of leaders in loyalty (from other industries), banks must consider further requirements necessary for success. In this paper, we share a proven customer segmentation and analysis model of five steps to strategic customer development and enhanced revenues.