Segmentation for Complex Customers using Systems Design

Challenge
With an organization as large as JPMorgan Chase, which has expanded both organically and inorganically, the complexity of back-end systems supporting front-end experiences increases with each change. A recent acquisition highlighted a tangle of several segmentation approaches used to understand customer contexts.

Reliance on temporary solutions has created inflexibility, slowing the ability to respond effectively. Currently, ~5 million customers have discrepancies between segmentation tags in different systems, impacting service delivery, account limits, and overall user experience. This particularly impacted affluent customers who maintain multiple relationships with the bank.

The goal of this project was to document the gaps in the current approach and recommend a target state to streamline and simplify the back-end, and to reimagine the system to be more modular and resilient for upcoming changes.
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Opportunity Areas‍‍
This initiative aims to improve service personalization, operational efficiency, and customer satisfaction by addressing segmentation inconsistencies.

• Unified Segmentation Approach: Streamlining multiple customer identification methods into a single, coherent framework.
• ‍Back-end Optimization: Developing a scalable architecture that dynamically reads customer attributes to assign appropriate segmentation.‍
• Enhanced Customer Experience: Implementing a more accurate and responsive segmentation model to improve service consistency across channels.

This initiative aims to improve service personalization, operational efficiency, and customer satisfaction by addressing segmentation inconsistencies.