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NatWest's CRM
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Segmentation · Ineffective segmentation o Purpose: increase transactions à send them offering to induce their spending, but sometimes may not work on certain segments o Not tailor product, but just customised marketing o Small defined target group is needed o Multi-segmentation based on: § Demographic · Age · Income · Gender · Geographic § Psychographic · Purchasing pattern or habit § Behaviour · Card type · Promotional engagement · Spending & Borrowing Target Marketing · Differentiated (segmented) Marketing: Serve all customer segments through personalised message according to the characteristics of segments · Do not fully utilized the customer segments, NatWest just send out personalised message to clients.
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