Commercial Strategy
Aligning Strategy and Segments to Drive Smarter Growth
THE CHALLENGE
Customer segments were managed through product‑led structures vs. a holistic, bank-wide view of customer needs and journeys. EastWest also needed clear segment prioritization and differentiated value propositions to drive acquisition and cross‑sell.
What we did
We helped EastWest sharpen their customer strategy through the following:
- Aligning leadership on a clear bank-wide sub‑segment definitions and prioritization using an attractiveness–winnability investment framework
- Conducting research to define and size customer archetypes
- Creating and validating a unified set of value propositions that addressed the needs of the priority segments
Impact
EastWest gained clarity on priority segments, enabling faster, more confident investment decisions. Research‑backed value propositions improved acquisition, cross‑sell, and relevance across key customer segments.
Acumen provided the framework and guidance to help us have a better understanding of the various segments. This helped us create the value propositions. They provided the expert voice that was crucial in getting the various (bank) units to agree.
Their strengths are the framework they provide and the actual marketing experience where they imparted their wisdom. The team from Acumen was really very professional and knowledgeable of the subject matter.
Martin Reyes, Head of Marketing
OUR WORK
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