Segmenting retail banking customers

The desire to treat all customers equally, irrespective of their value to the organisation reflects the laudable but uneconomic service mantras of the past. New Zealand banks, using modern database management tools in conjunction with individual customer information, are migrating customers to cheaper delivery systems and adjusting their customer service levels (customer support, privileges, fee waivers, discounts, etc) according to customer profitability. The essence of this database management is still customer segmentation. Using a retail bank's proprietary customer contribution data in combination with survey-based customer data, this paper presents a quantitative eight segment 'extension' of Reinartz and Kumar's (2002) behavioural segmentation solution. Potential profitability in the customer-bank relationship is drawn from incorporation of share of wallet into the segmentation solution, providing insight into the management of each segment's customers, especially the 'barnacles' (loyal, loss-making customers) and the 'butterflies' (short-term, profitable customers).