著名DM公司：NCR香港星辰银行客户细分方案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 ExpectationCRM - Strategy for Relationship BuildingRetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioning03-6monthsExtend intolife-timeCRM LifecycleGrowth Strategy - Lifetime Relationship Manageme

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

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

5、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 Vie

6、w - incorporating external dataDynamic 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-DimensionalAcce

7、ssibleHeterogeneousEvolvingActionableDynamic 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 = Behavio

8、uralStage 3 = Needs-basedSegmentation & Modeling for CRM ProgramStructured Triple A CRM Lifecycle ModelStage 2for AcquisitionStage 2Stage 2Stage 3Stage 3Stage 3Stage 3DynamicSegmentationAcquisitionCustomer-centricEliminate the “IrrelevantAnti-AttritionMicro-analysis to identify TriggerPredictive Mod

9、elDynamic SegmentationCRM ModelCatching the Right Customer at the Right Time+=Stage 3forAnti-AttritionStage 3forActivationIntelligent Customer/ Sales PlatformModelingTeradataCampaign Mgt ToolExternalDataCustomerDataLegacy SystemsUnfolding the Technical EnablersDatamartOther ChannelsCRM PracticesDyna

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

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

12、nceIntegrationCustomer 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 ContactAcquisition - Focusing the RelevantBefore Triple A ModelWith Tri

13、ple A ModelCustomers Acquired has doubledFor Illustrative PurposeLow ContributionAdditional 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 Te

14、chnocrats - one of the 100 SegmentsActivationSegment Profile as Activation DriverPrograms can be Responsive but SystematicProduct Gap Selling with Segment Cloning Idea 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 CentricCustomer Intelligen