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Banks should also try to come up with strategies that are directly related to how customers know their products and how the products solve their needs. Customer understanding is vital because a good strategy is that which is related to the improvement of bank products, whether asset products like loans or liability products where customers entrust their money to the banks. This means banks should come up with strategies aimed at particular target customers. This type of strategy is persuasive in that it explains to customers why they should take particular products. Banks can also pick on the behavior based segmentation strategy and this involves looking at past and present relationship of the customer and the bank. Banks should look at how long a client has been in the bank. Has the client been on and off-has he ever left the bank for another bank and back? They should also look at the value of customers in terms of how much money the customer has in the bank or how much he has borrowed or he is willing to borrow. Segmentation of clients is important in banks because customers are given a bundle of benefits that have been used. Geographic-where the banks take into account the geographical boundaries and this majorly assists the bank in staffing and opening of new branches and also to assess market potential. They have also been using psychographic segmentation that deals with customer lifestyle, tastes and preferences, why customer want a particular product instead of the other. The demographic segmentation deals with dividing customers according to age, stage in life cycle etc. and it helps banks to design production for all types of people depending on their age, income, etc. Apart from the behavior based segments, the bank can also adopt segmentation, depending on what the bank wants and not what customers want, banks have different value propositions that it wishes to give customers hence it will segment its products according to its value propositions and as customers take them they automatically fall to segments. The banks have three major objectives and these are get deposits and minimize the cost of funds producing quality credit balances at maximum spread income and to generate free income and reduce services expenses. This leads to the following four segments. There are those people who want to invest others want to borrow, others want convenience and on others are fast limited customers. These segments can be used as a basis for the bank to develop long-term strategies, to attract customers to the different segments. As much as strategies are good, bank should avoid using one strategy for all products or marketing applications effective segments or marketing applications effective segments. A strategy will vary according to what are the marketing objectives. In the case of attracting new customers who have no history with the bank. The bank will come up with a wedge product strategy where they give customers of other banks a chance to sample some of its products or services for the time being and this will enable them to cross-sell more profitable products to them and create a long lasting relationship with them. This is done by direct marketing for example they can send letters to customers requesting them to try products or phone calls.
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