The customer profitability analysis conducted but the co-op Bank did not have effective and updated

technology within their information systems to extend the analysis to individual customers.

Therefore, they were unable to access a lot of customer data which drew upon more questions that
could potentially have been answered if they had better access.

Their analysis revealed that half of their current accounts with low balances were unprofitable which
they then segmented those particular customers with Visa service into profitable and unprofitable
customers

This also drove their marketing campaign towards customers with profitable behaviour.

The customer profitability analysis through RBC shows much more comprehensive and detailed
information for individual customer preferences and needs. By also segmenting their customers into
different profitability groups, RBC was also able to identify new questions like:

How can company consider a customer with potential profitability?