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Identifying customers: Meeùs looks for the optimum distribution of customers

As a financial intermediary, Meeùs (part of Aegon) specialises in insurances, pensions, mortgages and banking matters. The company’s branches are located across the entire country. For optimum positioning of branches, Meeùs’ main priority is that the travel time is as short as possible for its customers. To map out its customers and branches, Meeùs uses software and data provided by Geodan.

For which requirement would this be the solution?

  • Customer database: how do we gain more insight into our customer database?
  • Customers: how well are our customers served by the branches that are already present?
  • Delineation of districts: how do we ensure that we have a well-founded and transparent delineation of districts?

Unique attributes of this solution

  • Having control of the customer distribution issue.
  • Optimisation of business activities based on customer and office attributes.

How does it work?

For optimum positioning of branches, Meeùs’ main priority is that the travel time is as short as possible for its customers. An important first step was to literally map out customers and branches. Subsequently, the catchment area around the various branches was established and an analysis was performed of how many and which customers were within or outside of this catchment area. Based on this information, Meeùs transferred some of its customers to other branches, the goal being to minimise the travel time for as many customers as possible and to increase its visibility.

What are the benefits?

  • One common customer view for the entire organisation.
  • Travel times that are as short as possible between Meeùs and its customers.
  • A geographic, logical and transparent delineation of districts.
  • ‘Blank spots’ identified: where are the (business) customers already served by Meeùs and where are the customers that Meeùs does not yet serve?