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Customers: Segmentation and Proximity

In: Excellence in Banking

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  • Steven I. Davis

Abstract

That the customer base is central to a bank’s success has long been an implicit foundation stone of bank strategy. One of the more colourful phrases one hears, in a variety of excellent banking accents, is that ‘we eat off the customer’. What characterises the excellent banks is their explicit recognition of being market-driven, which leads to the total restructuring of a bank and its priorities around the customer. In the comfortable past, a bank might sit back and dole out scarce resources to its grateful clients. In the competitive 1980s, its survival is a function of differentiating itself in some way from hundreds of rivals with roughly equivalent product lines.

Suggested Citation

  • Steven I. Davis, 1985. "Customers: Segmentation and Proximity," Palgrave Macmillan Books, in: Excellence in Banking, chapter 5, pages 53-64, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-07912-4_5
    DOI: 10.1007/978-1-349-07912-4_5
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