Decoding the customer: First impressions from a more granular approach to client typology

Decoding the customers - First impressions from a more granular understanding of client typology is the first note to be published from the MAP Global Insights series, and unpacks the target market segmentation approach that is central to programme’s client-centric analytical methodology, providing a clear and concise look at the emerging cross-country customer typologies and the implications for donors, policymakers, and providers in this regard.

The MAP Global Insights series attempt to consolidate and synthesise the learnings from the first six MAP pilot countries which have been conducted in Thailand, Myanmar, Swaziland, Mozambique, Lesotho and Malawi. 

Customer segmentation in itself is not necessarily a new idea – the private sector has been doing it in one form or another for decades. What is new, however, is the way in which MAP gathered, analyzed, and synthesized data to create an understanding of financial service customers that goes beyond surface-level demand. As demonstrated in “Decoding the Customer,” the customer-centric MAP methodology enables not only an improved snapshot of a given segment’s financial needs and demands, but also a granular understanding of where customers in that segment have come from and where they are going. 

Additional Info

  • Country: Mozambique, Swaziland, Malawi, Lesotho, Global, France
  • Institution: FinMark Trust, UNCDF
  • Date Published: 2015
  • Document Type: Synthesis Documents
  • Author/s: Christine Hougaard, Hennie Bester, Jeremy Gray, David Saunders
 

Decoding the customer: First impressions from a more granular approach to client typology

Decoding the customers - First impressions from a more granular understanding of client typology is the first note to be published from the MAP Global Insights series, and unpacks the target market segmentation approach that is central to programme’s client-centric analytical methodology, providing a clear and concise look at the emerging cross-country customer typologies and the implications for donors, policymakers, and providers in this regard.

The MAP Global Insights series attempt to consolidate and synthesise the learnings from the first six MAP pilot countries which have been conducted in Thailand, Myanmar, Swaziland, Mozambique, Lesotho and Malawi. 

Customer segmentation in itself is not necessarily a new idea – the private sector has been doing it in one form or another for decades. What is new, however, is the way in which MAP gathered, analyzed, and synthesized data to create an understanding of financial service customers that goes beyond surface-level demand. As demonstrated in “Decoding the Customer,” the customer-centric MAP methodology enables not only an improved snapshot of a given segment’s financial needs and demands, but also a granular understanding of where customers in that segment have come from and where they are going. 

Additional Info

  • Country: Mozambique, Swaziland, Malawi, Lesotho, Global, France
  • Institution: FinMark Trust, UNCDF
  • Date Published: 2015
  • Document Type: Synthesis Documents
  • Author/s: Christine Hougaard, Hennie Bester, Jeremy Gray, David Saunders
 

 

Search publications and events