Burke & Herbert Bank Commercial Segmentation Study
In support of the bank’s new focus on growing its commercial business, learn more about market dynamics and current clients’ needs and priorities to develop prospecting and communication strategies.
Limited respondent pool augmented by purchasing additional in-market respondents (prospective clients).
Segmentation study revealed three distinct segments, each with different needs and motivations, and each requiring unique products and service models. Research uncovered high satisfaction among legacy customers and greater areas of opportunity among most valuable segment, among other actionable insights.
Findings enable the bank to develop sales strategies and service models to achieve business objectives.