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CEO
Strategies Tactics
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Managing
"A" Households: Segments Have Different Needs
| Segment |
Profit
Source |
Relationship
Pricing? |
Tactical
Approach |
| Fee
Driven |
Fee
Income |
No |
Don't
wave fees; price auto loans based on risk profile |
| Credit
Driven |
Auto
Loans |
Yes |
Sell
checking and equty loans; create loan-based package |
| Middle
Market |
Equity
Loans; MMA |
Limited |
sell
checking and High-Rate MMA; push HELOC |
| Low
Income Depositor |
Savings;
CDs |
No |
Maintain
stable savings rates; offer CD specials (don't push
high rate CDs to these households) |
| Mid
Income Depositor |
CDs;
MMA; Investments |
Yes |
Sell
investment services, especially annuities; create
Depositor Package |
| Upscale |
MMAs,
Mtg; HELOC, Investments |
Yes |
Package
for highest balance households (Asset Management) |
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