The purpose of this study is to research how financial institutions in the Nordic countries are applying a segmentation model based on customer’s benefits sought. Segmentation enables organisations to target and position different products and services efficiently. Exploiting the customers benefits and needs means an understanding of what customers gain in terms of benefits when consuming a certain product or service. The banks can create segments based on variables by the benefits sought and by doing so maintain a thoroughly customer service and relationship. Combining theory of benefit segmentation founded in the psychological perception of the customers, on a saturated and transparent market makes the area of research interesting. In able to reach to conclusions, a frame of reference has been conducted derived from theory and compared with the empirical data and the data analysis. This study provided an overall understanding of benefit segmentation and focuses on how to manage the customer benefits sought as a segmentation variable and the extent of usage in the customer service for retail banks.