Case Study: SME Banking Segmentation Study

Audience and Methodology: 600 in-person interviews with SME banking customers in Asia.

Background and Objectives: How can we understand the SME market better and identify profitable customers who want to bank with an international bank?

A detailed audit of SME financial services consumption and channel usage was required, undertaken through a large in-person quantitative survey.

Insights:

The most profitable segments in the market were identified and profiled. The research identified the characteristics of the more profitable segments, how they select their banks, their media consumption and service requirements
This all contributed to the bank refining their corporate communications, business development strategy and service support