Using Behavioural Segmentation to Drive Growth
This talk will share a market-back approach to thinking about customer segmentation. Henderson and Xue will discuss why behavioural insights provides a superior angle to thinking about client segmentation as compared to traditional approaches. Join the session to get an in-depth look into where PwC has used behavioural segmentation to help a mid-sized Canadian FI navigate substantive strategic choices and unlock value in the market.
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Speakers:
Alex Henderson, Director - Behavioural Insights Practice Lead, PwC
Alex leads PwC's Behavioural Insights practice. We're a team of researchers and strategists who help clients create products, services, and experiences that go with the grain of human psychology. We take an interdisciplinary approach to solving client problems, drawing from psychology, behavioural economics, and related disciplines to create actionable solutions that have a measurable impact on the way customers, employees, and citizens make decisions.
Jennifer Xue, Senior Associate - Behavioural Insights Practice, PwC
Jen is a Senior Associate with PwC's Behavioural Insights practice. She focuses on co-creating solutions with clients that are informed by evidence. Her experience includes driving engagements related to marketing and communications, corporate strategy, and experience optimization for public and private clients. Her recent projects include conducting bottom-up segmentation to shape value propositions and servicing recommendations for financial institutions.
