Exploring customer values for TSB

  • Having split from Lloyds in 2013, TSB asked us to develop a new kind of segmentation – a view of their customer base through the lens of customers’ values

    We explored attitudes to: money and banking, the values and behaviours of businesses, technology and the world around them, including their family and friends. These attitudes were also explored quantitatively to help size and define the segments

    We developed a robust segmentation model, designed to become an integral part of the daily working practices of the bank. Particular attention was given to embedding the segmentation across functions, including product design, marketing, digital and in-branch. We hosted films and produced a website, posters, information sheets, and more

    The segmentation has become the starting point for many new initiatives and projects at TSB, reaching far beyond marketing

  • It is always a pleasure to work with Flamingo. They have always demonstrated a clear understanding of our brief and the business challenges we face. Their innovative approach to research enables us to get to the nub of the issue

    Alex Henderson, Customer Research and Market insights, TSB