TIERING IN A FINANCIAL INSTITUTION: A STRUCTURING APPROACH THROUGH THE VALUE-FOCUSED THINKING METHODOLOGY

This study investigates the challenges associated with customer tiering—defined as the segmentation of the customer base into distinct groups—within a large financial institution. To analyze this context, the Value-Focused Thinking (VFT) method was applied in collaboration with a manager from the organization, aiming to elicit his perception of the decision context and the associated values and, consequently, to identify his objectives. Subsequently, a means–ends objectives network was constructed, leading to the identification of four fundamental objectives that guided the development of strategic actions, namely: revenue generation, trading volume, trading frequency, and strategic alignment. The proposed strategies aim to enhance the effectiveness of the tiering process and support better resource allocation decisions. The results highlight the potential alternatives and active tool for structuring complex problems, capable of identifying hidden value-generating alternatives, and supporting decision-making processes in corporate environments.