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What do credit unions and airlines have in common? Think about the relationships airlines develop – they build status for people like Bronze, Silver, Gold or Platinum. These categories are set based on several factors (frequency of travel and finance factors including airline credit cards and in-app purchases). Credit unions take a similar approach to segmentation.
Whether running an airline or credit union, the problem is that this type of broad-stroke segmentation does not allow organizations to fully understand consumers. These categories fail to provide an accurate view of how consumers use services and interact with the organization. And, consumers are expecting more personalization.
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