银行学会客户经理管理培训教材

TheSASSolutionsforCRMTopicsCRMMarketCustomerIntelligence&theCRMBusinessProcessCRMArchitectureCRMApplicationsTheSASSolutionsforCRM2WhatisCRM?

Ashiftinemphasisfrom:MasstoindividualProducttocustomerAcquisitiontoretentionFunctiontoexperienceShareholderstocustomersAStrategicInitiativethatenablesacompanytobecomecustomercentric.Keycomponentsincludepeople,processandtechnology.3Idon’thavelongtermprofitablerelationshipswithmycustomersIamunabletoidentifymymostvaluableorhighestpotentialcustomersIamnoteffectivelycreatingvalueandcrosssellingopportunitiesforthesecustomersIhavelowcustomerretentionandloyaltyCRMBusinessProblems4HowCanSASHelpYou?…Builton25yearsincustomeranalysis,theSASSolutionsforCustomerRelationshipManagementprovidesthecustomerintelligenceyouneedtomaximizetheprofitabilityofyourcustomerrelationships.TheSASSolutionsforCRMwillhelpyourcompany:360degreecustomerviewSegment&TargetyourmostValuableCustomersAnalyzeandProfileContinuouslyLearn5CRMBusinessFlow:

TheRoleofCustomerIntelligence6TheRoleofCustomerIntelligence:

StrategicFocus7TheRoleofCustomer

Intelligence:StrategicFocusFocusresourcesFocusinvestmentFocusonrightcustomergroupsservicesproductschannelsaspectsofqualityCustomerbaseisanAssetCommunicateobjectivestothebusiness8TheRoleofCustomerIntelligence:StrategicFocusHowisacustomerdefined?Whoownsthecustomer?

Whataremykeycustomergroups?

HowmuchshouldIinvestindifferentcustomergroups?WhatrealistictargetsshouldIsettoensureprofitability?

HowmuchshouldIinvestinmychannels?-theinternet?Bestpractice-whoisrecruitingthebestcustomers?Whatisthevalueofthecustomerasset?HowmanyofmytopcustomerscouldIlosebeforetakingaloss?WouldIknowifacompetitorwasstealingmybestcustomers?CouldIreactappropriately?SampleQuestions9TheRoleofCustomerIntelligence:

Targeting&Positioning10TheRoleofCustomerIntelligence:Targeting&PositioningCustomerprofitabilityanalysisChurn/retentionanalysisCustomerbehavioranalysisSegmentationandtargetingCustomerprofilingTechniques11TheRoleofCustomerIntelligence:Targeting&PositioningHowshouldmysegmentsbedefined?WhenshouldIsell?Whichcustomersarelikelytoleave?Whichcustomersaremorelikelytorespond?WhichcommunicationchannelshouldIuse?What’’stheexpectedresponserate?Whichproductcombinationsandproductfeaturesdocustomerswant?SampleQuestionsWhichcustomersaregoodcandidatesforcrossorupselling?Whatisthecustomerpotential/lifetimevalue?CanIcustomizeofferingsbasedonneeds,preferencesandprofitability?12TheRoleofCustomerIntelligence:OperationalEffectiveness13TheRoleofCustomerIntelligence:OperationalEffectivenessResourceforecastingDemandforecastingSkillsprofilingServicelevelsettingResourceoptimizationDeploymentofdecisionsupportinformationtothefrontofficeDeploymentofinformationtothecustomerTechniques14TheRoleofCustomerIntelligence:OperationalEffectivenessWhatskillsshouldbeavailable?AmIachievingservicelevels?HowshouldIdivideresourcesacrosscustomergroups?HowshouldIdivideresourcesacrosschannels?WhatcapacityshouldIpurchase?Whichserviceandchannelsarebeingusedandbywhom?CanIeffectivelyallocateresourcesbasedoncustomervalue?WhatresourcesshouldIallocatethroughouttheday(andnight)?Bestpractice-whoisdeliveringthebestservice?SampleQuestions15TheRoleofCustomerIntelligenceLearningFocus16TheRoleofCustomerIntelligence:MeasurementLife-timevalueShareofcustomerRetention/AttritionratesLengthofrelationshipCross-sellingratioCustomerprofitabilityCustomervalueindexCustomerresponserateSampleMetrics17TheRoleofCustomerIntelligence:MeasurementHowsatisfiedareourcustomerswithourproduct/service?HowmanycustomersdoIhave?Isthelifetimevalue(futurepotential)ofmycustomerbasegoingupordown?-byhowmuch?Whichsales/marketingchannelsaremosteffective?Whatwastheresponserate-Howdiditcomparetotarget?Howmanytimesaremycustomersbeingcontacted?Whichcustomersaremovingbetweensegments?Howmanytimeshasthiscustomercontactedus?HowmanynewcustomersdoIhave?Whatistherateofcustomerdefection?Whatwastheconversionrate-Howdiditcomparetotarget?SampleQuestions18CustomerIntelligence&TheCRMBusinessProcessStrategicFocusTargetingandpositioningMeasurementOperationalEffectivenessDatacleaningEnsuredataqualityIntegrationDe-duplicationEnhancementdrilldownAnalyseWebVisualiseDataMiningslice&dicePlacethecustomeratthecentreofthedecisionmakingprocessRightpeople,rightchannel,righttime,rightoffertobuildlongtermmutuallybeneficialrelationshipsAligninginvestmentandresourcestomarketopportunitiesandrequirementsMonitoringsuccessandreportingbacktothebusinesstocreateanagilelearningenterpriseDoingthingsright,deployingresourcetomatchcustomerdemandandvalue19CRMBusinessFlow:TheRoleofCustomerIntelligenceAligninginvestmentandresourcestomarketopportunitiesandrequirementsRightpeople,rightchannel,righttime,rightoffertobuildlongtermmutuallybeneficialrelationshipsPlacethecustomeratthecentreofthedecisionmakingprocessDoingthingsright,deployingresourcetomatchcustomerdemandandvalueMonitoringsuccessandreportingbacktothebusinesstocreateanagilelearningenterprise20SASCRMSolutionArchitecture21SASCRMSolutionArchitecture22SASCRMSolutionArchitecture23SASCRMSolutionArchitecture24CRMApplicationSpace25TheSASSolutionsforCRMTheSASSolutionforEnterpriseMarketingAutomationeCRM:TheSASSolutionforeCRMAnalyticalCRMSolutionsbyIndustry26WhySAS?Provenexperiencethrough25yearsofprovidinginsightsintocustomerbehaviorTrustworthinessandstability:98oftheFortune100companiesuseSASAwardwinningtechnologyProvenabilitytointegrateinformationfromallelectronicandtraditionalchannelsScalable,opensolutions27WhatPeopleareSayingaboutSAS“[SAShas]broughttomarketasolutionsportfoliothatismorethoroughthanmostothersonthemarket….DatamonitorbelievesthatSASInstituteisextremelywellpositionedtoexploittheanticipatedgrowthintheAnalyticalCRMmarketasthefirm’sabilitytobringtomarketacomprehensiveandorganicsuiteofanalyticaltoolsisunrivaled."Datamonitor,MarketAnalysisExperts“SASprovidesuswiththeexpertiseweneedtocollect[multi-channel]information,learnaboutourcustomersandthendosomethingstrategicaboutit.””MichaelBoyd,DirectorofCRM,EddieBauerSASwinsfirstplaceinTheDMReview100award:““Today,SASandourotherwinnersareleadersindeliveringe-intelligencesolutionsthatenablecompaniestoturnrawdata–includingthevastquantitygeneratedbye-business––intorealinsights.”RonPowell,PublisherandEditorDMReview”(SASis)animportantforceinmarketingoptimization…becauseofitsabilitytoprovideafar-reachingsetofservicesinadditiontoanalysisthatincludesdatawarehousinganddatadistribution.”KnowledgeCapitalGroup28Copyright©2003,SASInstituteInc.Allrightsreserved.29299、静夜夜四无无邻，，荒居居旧业业贫。。。12月月-2212月月-22Saturday,December31,202210、雨中中黄叶叶树，，灯下下白头头人。。。16:06:1216:06:1216:0612/31/20224:06:12PM11、以我独独沈久，，愧君相相见频。。。12月-2216:06:1216:06Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。16:06:1216:06:1216:06Saturday,December31,202213、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。12月月-2212月月-2216:06:1216:06:12December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20224:06:12下下午午16:06:1212月月-2215、比不了得得就不比，，得不到的的就不要。。。。十二月224:06下下午12月-2216:06December31,202216、行动出出成果，，工作出出财富。。。2022/12/3116:06:1216:06:1231December202217、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。4:06:12下下午4:06下下午16:06:1212月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Saturday,December31,202210、很多多事情情努力力了未未必有有结果果，但但是不不努力力却什什么改改变也也没有有。。。16:06:1216:06:1216:0612/31/20224:06:12PM11、成功就是日日复一日那一一点点小小努努力的积累。。。12月-2216:06:1216:06Dec-2231-Dec-2212、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。16:06:1216:06:1216:06Saturday,December31,202213、不知香香积寺，，数里入入云峰。。。12月-2212月-2216:06:1216:06:12December31,202214、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。31十二二月20224:06:12下下午16:06:1212月-2215、楚塞三湘接接，荆门九派派通。。。十二月224:06下下午12月-2216:06December31,202216、少年年十五五二十十时，，步行行夺得得胡马马骑。。。2022/12/3116:06:1216:06:1231December202217、空空山山新新雨雨后后，，天天气气晚晚来来秋秋。。。。4:06:12下下午午4:06下下午午16:06:1212月月-229、杨柳散和和风，青山山澹吾虑。。。12月-2212月-22Saturday,December31