We asked David Chong, an SVP of marketing at a leading Malaysian Bank to talk to us about where they are focused today and tomorrow.

There may be lots of data out there, and ever increasing forms of technology to tame and mine that data, but according to David, banks in Asia are focused on the fundamentals.  Creating basic segmentation models, keeping customer information current, getting buy in and managing expectations across the organization – not just within marketing.

Within 5 years, David believes they will be focused on a segment of one, or recognizing every customer for their unique behaviors, wants and needs.  Most banks already do this today for their high net worth customers.  That’s ok when you have relatively low numbers – but what about when you want to do that for millions of customers?

Watch and listen to David as he discusses:

• Deployment strategy
• Skill sets & other considerations
• Lessons learned

… in their quest for getting to that segment of one.

And getting to that segment of one can happen with a strong focus on marketing  fundamentals - a key success factor in hyper-competitive Asian markets.  Want to learn more? Visit the driving profitable growth site on our Customer Intelligence Knowledge Exchange. Let us know what you think.