A-B-C segmentation in retail banking is a method of classifying customers according to their value to the bank. The goal is to direct different levels of attention and resources to customers according to their contribution to net income and growth potential.

• A-customers – a small percentage of the customer base, but generate the largest share of revenue (e.g. high deposits, active loan products, stable loyalty). They receive personalized services, premium service and individual offers.
• B-customers – a medium value group. They have the potential to move to segment A with targeted sales and more active service. The approach to them combines automated offers and limited personal attention.
• C-customers – a large mass of customers with low value or limited activity. Service is optimized through digital channels, mass campaigns and low cost of contact.

The purpose of the analysis is to optimally direct resources for more effective management of the client base, more precise marketing and higher profitability from customer relationships.

Key benefits:

• Higher profitability - resources are directed to clients with the greatest contribution and potential
• More effective targeting - different offers according to the value and needs of each segment
• Optimized service costs - personal attention for high-value clients and more automated services for low-value ones