Introduction
To achieve our brand ambition to help our customers' businesses flow, we need to become customer obsessed, and that means changing the way we think about our customers more broadly.
To be clear, our customers are not one big generic group - they have different needs. Two businesses can be the same size, but they might need very different products and services to help them flow. Our new customer segments help us to understand them on a deeper, more human level, and to deliver those products and services in the best way possible.
Customer Segments
We have identified five global customer segments, each with distinct needs and behaviours:
Segments
