Surveys the overall sequence of processes needed for the success of a strategy based on customer analytics. In particular, it charts the formulation and implementation of this strategy by a Spanish bank that decided to expand into the Small and Medium Enterprises (SME) segment. Starting with the creation of information necessary for the bank to compete in this segment, it describes the strategic selection of the target customer group, the definition of the product offering, and the organizational changes needed to implement such a strategy.

【書誌情報】

ページ数：25ページ

サイズ：A4

商品番号：HBSP-107075

発行日：2007/4/19

登録日：2011/2/7