着名DM公司NCR香港星辰银行客户细分方案(1)ppt课件

1、Customer Segmentation:Foundation for Differentiated CRMWilson Lo, Head of Business Planning & CRMConsumer Banking, Hong Kong, DBSAbundance of CRM FiascoProjected Benefits and Returns not thereLow to “no usageNot in pace with changing business needsQualitative Creativity still predominantData Warehou

2、seCRM InitiativesFront-end PlatformAnalyticsProgram LearningThe Great Expectation1CRM - Strategy for Relationship BuildingRetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioning03-6monthsExtend intolife-timeCRM LifecycleGrowth Strategy - Lifetime Relationship Managem

3、entServicing StrategyEnabler StrategyCustomer Strategy&Business Objective2RetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioningSegmentation03-6monthsExtend intolife-timeCustomer Analytics for Developing CRMCRM Success FactorsDifferent customers have different needs

4、Understand your customersServe them as they wishSegmentationDynamic ModelingAnnotate customer characteristicsCover the entire customer base3No One Scheme Fits AllProductTransaction UsageBehaviourValue- BasedSegments of OneKnowledge of CustomersHighLowNumber of SegmentsFewManyNeeds- Based4Segmentatio

5、n - Know Your CustomersConventionalHomogeneous within Segment and Heterogeneous among SegmentsStableBalanced distributionMono-dimensionalInternally focused (for data availability)DynamicBoth homogeneous and Heterogeneous BUT ActionableEvolvingHierarchical - Pigeon-holeMulti-dimensionalTotal Customer

6、 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 CourseAttributesMulti-Dimensiona

7、lAccessibleHeterogeneousEvolvingActionable6Dynamic 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 SegmentsSegmentation has its own LifecycleStage 2 = B

8、ehaviouralStage 3 = Needs-based7Segmentation & Modeling for CRM ProgramStructured Triple A CRM Lifecycle ModelStage 2for AcquisitionStage 2Stage 2Stage 3Stage 3Stage 3Stage 3DynamicSegmentationAcquisitionCustomer-centricEliminate the “IrrelevantAnti-AttritionMicro-analysis to identify TriggerPredict

9、ive ModelDynamic SegmentationCRM ModelCatching the Right Customer at the Right Time+=Stage 3forAnti-AttritionStage 3forActivation8Intelligent Customer/ Sales PlatformModelingTeradataCampaign Mgt ToolExternalDataCustomerDataLegacy SystemsUnfolding the Technical EnablersDatamartOther Channels9CRM Prac

10、ticesDynamic SegmentationPigeon-hole TargetingPortfolio StrategyContact ManagementWealth ManagementInvestment Prone ProfilingPortfolio Profitability AnalysisKnowledge-based SellingCredit Risk ProductsRisk-based Analytic ModelLoan Customers ProfilingOptimization ModelProfitabilityProduct Profitabilit

11、yCustomer ProfitabilityCustomer Value Model - Current & LifetimeHolistic Profit ViewUse Data to build CRM AnalyticsTeradata10Pre-Sales PlanningMulti-dimensional Customer AnalyticsIdentify Objection or Alternate ProductCall ManagementFinger-tip IntelligenceFacilitate “Personalised ScriptCapture Custo

12、mer PreferenceIntegrationCustomer Profile UpdateRevised Customer Profile - next Dynamic SegmentationRelationship 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

13、ModelWith Triple A ModelCustomers Acquired has doubledFor Illustrative Purpose12Low ContributionAdditional Product PotentialProfile Matching - Nearest SegmentPlan Upsell Program15% Migrated to a Higher Value SegmentIncrease Segment Value when the Segment Profile still holdsDevelop Relationship with

14、the Affluent Technocrats - one of the 100 SegmentsActivationSegment Profile as Activation DriverPrograms can be Responsive but SystematicProduct 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 ProcessResponse up by 4-6 TimesCustomer Centric14Customer Intelligence