Stemming the tide of deposit outflows.: An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on June 1, 1994. The length of the article is 1710 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Banks who are losing their deposits to nonbank providers of higher-yield investment options should target customers who are most likely to shift to such investments by offering their in-house alternatives. Since 1990, Americans have withdrawn $350 billion from their banks, while supporting the growth of the mutual funds business to an unprecedented $450 billion. A new marketing approach is required to stem this outflow. Statistical techniques can be used to predict which depositors are likely to withdraw their bank balances in response to better nonbank yields, as well as forecast absolute outflows as a function of customer-specific factors. Once endangered segments are identified, bank marketers should target these customers with competitive products tailored to their investment needs. However, the key to survival will always be the maintenance of a long-term relationship with customers.

Citation Details
Title: Stemming the tide of deposit outflows.
Author: Robert Bzezensky
Publication:Bank Marketing (Magazine/Journal)
Date: June 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n6 Page: p37(4)

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