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Working Smart
By Lee Rossini
Client segmentation is the process of dividing a business’s client base into distinct groups that share similar characteristics, needs, behaviours or financial objectives. Rather than treating every client in the same way, segmentation enables a business to understand differences between clients and tailor its products, communication, service levels and advice accordingly. In financial services, where clients can vary significantly in wealth, financial knowledge, risk tolerance and life circumstances, effective segmentation is valuable.
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