Examined the general sequence of the processes necessary for the success of a strategy based on customer analytics. In particular, the timetable for the development and implementation of this strategy, the Spanish bank, which decided to enter the small and medium enterprises (SME) segment. Beginning with the creation of the information necessary for the bank to compete in this segment, he describes the strategic choice of target customer groups, the definition of product offering, and organizational changes required to implement such a strategy. "Hide
by F. Asis Martinez-Jerez, Joshua Bellin Source: Harvard Business School 25 pages. Publication date: April 19, 2007. Prod. #: 107075-PDF-ENG
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