着名DM公司NCR香港星辰银行客户细分方案(1)

1、Customer Segmentation:Foundation for Differentiated CRMWilson Lo, Head of Business Planning & CRMConsumer Banking, Hong Kong, DBSAbundance of CRM Fiasco Projected Benefits and Returns not there Low to “no” usage Not in pace with changing business needs Qualitative Creativity still predominantDat

2、a WarehouseCRM InitiativesFront-end PlatformAnalyticsProgram LearningThe Great Expectation1CRM - Strategy for Relationship BuildingRetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioning03-6monthsExtend intolife-timeCRM Lifecycle Growth Strategy - Lifetime Relationsh

3、ip Management Servicing Strategy Enabler StrategyCustomer Strategy&Business Objective2RetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioningSegmentation03-6monthsExtend intolife-timeCustomer Analytics for Developing CRMCRM Success Factors Different customers hav

4、e different needs Understand your customers Serve them as they wishSegmentation Dynamic Modeling Annotate customer characteristics Cover the entire customer base3No One Scheme Fits AllProductTransaction UsageBehaviourValue- BasedSegments of OneKnowledge of CustomersHighLowNumber of SegmentsFewManyNe

5、eds- Based4Segmentation - Know Your CustomersConventional Homogeneous within Segment and Heterogeneous among Segments Stable Balanced distribution Mono-dimensional Internally focused (for data availability)Dynamic Both homogeneous and Heterogeneous BUT Actionable Evolving Hierarchical - Pigeon-hole

6、Multi-dimensional Total Customer View - incorporating external data5Dynamic SegmentationSegmentationModelsSegment PerformanceChanging Business Needs a continuous and ever-evolving processMore Segments will be generatedSome Segments will become obsoleteCustomer Needs are Ever-changingA New Practical

7、CourseAttributes Multi-Dimensional Accessible Heterogeneous Evolving Actionable6Dynamic Segmentation in Practice it changes/grows as Business Context variesCustomer BaseStage 1Stage 1Stage 2Stage 2Stage 2Stage 2Stage 3Stage 3Stage 3Stage 3Stage 3Stage 3Stage 3Stage 3Around 100 Micro SegmentsSegmenta

8、tion has its own LifecycleStage 2 = BehaviouralStage 3 = Needs-based7Segmentation & Modeling for CRM ProgramStructured Triple A CRM Lifecycle ModelStage 2for AcquisitionStage 2Stage 2Stage 3Stage 3Stage 3Stage 3Acquisition Customer-centric Eliminate the “Irrelevant”Anti-Attrition Micro-analysis

9、to identify Trigger Predictive ModelDynamic SegmentationCRM ModelCatching the Right Customer at the Right Time+=Stage 3forAnti-AttritionStage 3forActivation8ModelingCampaign Mgt ToolLegacy SystemsUnfolding the Technical EnablersDatamart9CRM Practices Portfolio Strategy Contact ManagementWealth Manag

10、ement Investment Prone Profiling Portfolio Profitability AnalysisCredit Risk Products Risk-based Analytic Model Loan Customers Profiling Optimization ModelProfitability Product Profitability Customer Profitability Customer Value Model - Current & Lifetime Holistic Profit ViewUse Data to build CR

11、M Analytics10Pre-Sales PlanninglMulti-dimensional Customer AnalyticslIdentify Objection or Alternate ProductCall ManagementFinger-tip IntelligencelFacilitate “Personalised” ScriptlCapture Customer PreferenceIntegrationlCustomer Profile UpdatelRevised Customer Profile - next Dynamic SegmentationRelat

12、ionship and Loyalty Building with Every ContactIntelligent Sales LeadsA n a l y t i c F r a m e w o r kUtilizing Knowledge in Customer Contact11Acquisition - Focusing the RelevantBefore Triple A ModelWith Triple A ModelCustomers Acquired has doubledFor Illustrative Purpose12Low ContributionAdditiona

13、l Product PotentialProfile Matching - Nearest SegmentPlan Upsell Program15% Migrated to a Higher Value SegmentIncrease Segment Value when the Segment Profile still holdsDevelop Relationship with the Affluent Technocrats - one of the 100 SegmentsActivation Segment Profile as Activation Driver Program

14、s can be Responsive but Systematic Product Gap Selling with Segment Cloning 13Idea GenerationSelect Appropriate Micro-SegmentElectronic Sales LeadsApplicability of Triple A ProgramInterim Review (First 48 Hours)Select Channel based on PreferenceDaily & Weekly Program MISCustomer PurchaseImprovement with Structured CAFrom over X Weeks to Y Days revitalize End-to-End Campaign Process Response up by 4-6 Times Customer Centric14Customer Intelligence as Foundation