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Monday, November 15, 2010

2:15 PM - 3:00 PM
Track: Branch-Based Customers View Track

SALES SEGMENTATION AND TARGETING FOR IMPROVED PRODUCTIVITY

Segmenting customers and prospects is critical to increase branch sales productivity, especially in the current economic environment. Both banks aggressively leverage their branch networks: TD targeting a mass-market customer throughout their 1,100+ store footprint, while HSBC targets a more affluent business + owner household in 450+ branches in selective US markets. The speakers will share differing perspectives on their branch sales segmentation and targeting approaches, including way to:

- Identify the best branch sales targets: customers vs. prospects and business vs. business + owners

- Dimension available branch sales growth 'headroom'

- Segment and sub-segment the branch sales opportunity: sales size, credit size, industry, sex/ethnicity, start-up, etc.

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