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Segmentation of ABN AMRO private banking singapore customers : bachelor report

Helmond, Dennis van (2009) Segmentation of ABN AMRO private banking singapore customers : bachelor report.

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Abstract:ABN AMRO Private Banking (AAPB) is a bank for wealthy customers with Assets Under Management (AUM) of over USD 1mn. They require extra attention due to their wealth and get personal attention from their Private Banker. Currently the bankers are supported with a profitability system that ranks the customers in different profitability groups based on their AUM and the revenue that the customer generates. But not all of the customers were profitable and AAPB required a research in the profitability of their customers. They wanted to know why certain customers where not profitable and they wanted to know if groups of customers could be defined that require different financial products and different levels of attention. These questions resulted in the following research objective: To identify why customer are not profitable and to apply customer segmentation in order for ABN AMRO to better service their Segmenting customers based on their behaviour, wants and needs and then analyze the profitability of these groups allows to make generalizations on these groups. AAPB will be able to better allocate their time, effort and money to service their customers more effectively.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:52 mechanical engineering, 85 business administration, organizational science
Programme:Industrial Engineering and Management BSc (56994)
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