Advantages and disadvantages of segmentation - the extract of care
Carpanez Rafael, 27, has a large bank account. Whenever any money left over, put in savings. After a while, decided to spend money on an investment of more profitable, then, the bank sought to help in this mission. This mission, we might say, almost impossible.Why? What''s more the unwillingness of the bank manager to assist you, the proposals offered to the customer, rather than help it, only confused. Each information he provided to the manager, she offered a new product. What''s more, without paying much attention to the customer profile. She offered me at least five products without giving any details.Conclusion, I left there with no direction and my money is still in savings, he says, unhappy, of course, with the service provided. Banks that do not pay enough attention to the customer profile interested in investment may have problems with increased competition generated by the end of the CPMF for this type of application, which is scheduled for the end of December 2007. For some analysts use the case of Raphael, unfortunately, is not an isolated problem. The Modern Consumer found this to pass for a fictitious client with good income and able to purchase premium products. As president of the Datamidia, FCBI, Aurelio Lopez, is convenient for the banks that customers do not even have a lot of information, for example, on rates, fees and the like. As he recalls, you''ve calculated - is not really even need to calculate, just look in the bank statement - and it was discounted for the month of CPMF? Probably not. But do not be intimidated, it happens to most people. When it comes to investment, the story gets worse. For him, the hundreds of existing funds are not displayed in the right way to the customer. Never clearly inform the profitability, the management fee, the difference in savings over other applications etc ...The end of the CPMF should not create new funds, the second looks at him, because this range of offerings. The fight to conquer the market should be given the offer of duty-free to customers and create loyalty mechanisms of the base. The financial sector is what is best able to offer relevant products and services, because it has access to the source of income and expenditure of the people. Those who know have a credit card, including consumer habits, says.
But that is the potential for existing strategic work. In fact, banks do not make use of their capacity to manage customer information. Who usually receive a card offering a month knows that. A bit of bad strategic culture comes from the inertia of their own customers, with one or two exceptions, never worry about the entire range of rates and charges that are submitted. There, on the one hand, the high capacity to inform and the other, the lack of genuine willingness to be transparent, full Lopes. For him, the banks have to rely more on relationships with their customers. The first one is to assume that in fact concerned about the view from there and be more sensitive than the average tends to make money along the way. Professor Graduate School of Advertising and Marketing - ESPM - MBA and Mackenzie, Denise Von Poser, emphasizes that the major problem is communication. The banks do not communicate, she says, and gives a personal example. Denise has had three banks, which, at her request, we will call A, B and C. In bank A, have an account 24 years ago and says he always had a good relationship. In contrast to B, which was the account holder for ten years and kept all their investments out of the company he worked for was to transfer the account to another agency and came the surprise: the manager hardly looked at her and said he needed to open and another account for that, should submit the necessary documentation. I took all investment and went to the bank, which, with or without investment, they recognize me as a customer, know my needs and my desires. There have the perception of communication and understanding. The same happened with the bank C, in which Denise had to open an account to receive the wages of college and, she says, is a leading provider of solutions.Today I do not want someone to answer, but I understand.