A regional bank's customer growth has stalled. How would you structure the problem?

First I'd like to pin down what stalled means. Is the number of customers flat because fewer are joining, or because more are leaving? And is this retail customers, business customers or both? I'd break it into two flows, customers coming in and customers going out. The fixes are completely different, so I want to know which one moved. On the way in, I'd look at how they get customers, like branches, online and marketing. I'd want to see which of those has slowed. On the way out, I'd look at why customers close their accounts. I'd check whether leavers cluster around something, like a fee change, a branch closure or a bad app. Then I'd compare against the market. Is every bank in the region flat, or just this one? Once I know the cause I'd look at options. Should I start with new customers?

First I'd like to pin down what stalled means. Is the number of customers flat because fewer are joining, or because more are leaving? And is this retail customers, business customers or both? I'll assume retail, and that net growth went from about 4% a year to zero over three years. I'd break it into two flows, customers coming in and customers going out. The fixes are completely different, so I want to know which one moved. On the way in, I'd look at how they get customers, like branches, online and marketing. I'd want to see which of those has slowed. So I'd cut new accounts by channel and by age group. A regional bank usually wins customers through branches and local ties. My guess is that younger customers now open accounts on their phone with a national bank or a digital one, often for a better savings rate. On the way out, I'd look at why customers close their accounts. I'd separate real closures from accounts that go quiet, since a customer who moves their paycheck elsewhere has left even if the account stays open. I'd check whether leavers cluster around something, like a fee change, a branch closure or a bad app. Then I'd compare against the market. Is every bank in the region flat, or just this one? If the region's population isn't growing, zero growth might just mean holding share, and then the answer is selling more to the customers they have. My hypothesis is that it's an acquisition problem among under-35s, caused by a weak digital offer. I'd start with new accounts by age and channel over five years. Do we have that?