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SA-SU0050-030611-A4
LEADINGTRENDSINCRM
AlejandroPicos,Principal
BusinessTechnologyOfficeLatinAmerica
June13,2003
1
SA-SU0050-030611-A4
THREETOPICSFORTODAY
CRM:Hypevs.reality
Winnersareaddressingthreecoretrends
Keyactionstoaccelerateimpact
SA-SU0050-030611-A4
YEAR2000CRMCHALLENGES…
•Real-timepersonalization
•Limitlesscustomization
•1-to-1relationships
•Immediate,multi-channelinteractions
•Automatedmarketingcampaigns
•EndofBricks-and-Mortar
2
•Recognitionandtailoredofferings
•Boundedflexibility
•Segment-basedmarketing
•24-hourresponsetimes
•Tech-facilitatedmarketing
•Multi-channel(bricksandmortaraliveandwell)
SA-SU0050-030611-A4
…ANDYEAR2003CRMREALITIES
•Real-timepersonalization
•Limitlesscustomization
•1-to-1relationships
•Immediate,multi-channelinteractions
•Automatedmarketingcampaigns
•EndofBricks-and-Mortar
3
Superiiorreturn
Aboveaverage
return
Average
return
Below
average
returnto
shareholder
SA-SU0050-030611-A4
CRMDRIVINGSUPERIORRETURNSFOR
LEADINGFINANCIALPLAYERS
Customer
valuemanagement
•Segmentation•Customer
lifetimevalue•Behavior/
propensity
modeling
Customerexperiencemanagement
•Branchsalesforceautomation
•Websiteexperiencemanagement
•Callcenteroptimization
4
SA-SU0050-030611-A4
WHATSEPARATEDHYPEFROM
REALITY?
Limitedconsumer•Overllyyfocusedontraffiicversusvalue
alignment•Unrealisticexpectationsforbehaviorchange
Largelearningcurve
•Testandlearntakestime
•Fewskiilledresourcestoleadeffort
Overwhelmingamountofdata
•Massiveamountsofchannel/productlogdata
•Complexlinkagestooffllinedatasources
Challengingexecutiion
•Over-investedintech,vs..peopleandprocesses
•Muchmoretimeandresourcesthanplanned
5
6
SA-SU0050-030611-A4
…ATTHESAMETIME,THECRMBARCONTINUESTORISEFORIMPACT
.Expectationsfortailoredinteractionsandcontentmorerealisticandneeded
.Criticaltosecurerelevantcustomerpools
.Limitedfundsfortechnologyspend,particularlyasrecessionconcerncontinueonaglobalbasis
7
Source:McKinseyanalysis
SA-SU0050-030611-A4
ITPROJECTPORTFOLIOBREAKDOWN
Percentofspend,2002(asof11/7)DISGUISEDUSEXAMPLE
44
100
19
16
21%ofITbudgetdeployed
innewfunctionality(CRM, Webandnewproducts)
8
7
New
products
CRM
Internet/OperationsApplicationInfra-
Intranetmainte-structure
nance
Total
8
Source:McKinsey’sproprietaryPFSSurvey(basedonhigh&middleincomegroups)
SA-SU0050-030611-A4
LOCALLY,CUSTOMERSEGMENTSSEEKINGCHANGEAREAMAJORITY…
N=3,198
400
409
504
400
585
400
Percent100%=500
age
46
47
Change45
56
59
64
64
resistors
55
54
53
44
41
36
36
Change
seekers
BrazilColombiaMex.ArgentinaVzla.ChilePeru
SA-SU0050-030611-A4
…ANDLOCALBANKSCONTINUETO
DISPLAYIMPRESSIVEWEBPRESENCE…
December–2002
Numberonlineusers
%oftotalclients
Millions
32,0
31,2
5,0
4,8
4,7
36,2
BankofAmerica(U.S.)*
BancodoBrasil(Brazil)
Bradesco(Brazil)
4,0
3,9
40,0
FirstUnion–Wachovia(U.S.)
37,1
3,6
33,0
33,0
3,3
Barclays(U.K.)
WellsFargo(U.S.)
Meritá(Finland)
2,5
27,5
Itaú(Brazil)**
*Figuresfor1Q03
**Estimate
***Figuresfor3Q02
9
Source:Annualreports;companypresentation;brokerreport;pressclippings
SA-SU0050-030611-A4
WITHSIZABLESEGMENTSSEEKINGA
HOLISTICOFFEREXPERIENCE
Top3reasonsforchoosingspecificproduct-Brazil
Percentofproductholders
Personalloanexample–High&middleincomegroup
Quickturnaroundonloan
approval
24
Competitiveinterestrates
12
Flexiblerepaymentterm
andmethods
Source:McKinsey’sPFSSurvey(basedonhigh&middleincomegroups)
40
10
11
SA-SU0050-030611-A4
THREETOPICSFORTODAY
CRM:Hypevs.
reality
Winnersareaddressingthreecoretrends
Keyactionstoaccelerateimpact
relationshipsandvalue
managecustomer
SA-SU0050-030611-A4
KEYTRENDSOFSUCCESSFULCRM
.Findinnovativewaysto
basedoninteraction
gatherkeysegmentdata
attitudinalprofilesto
.Leverageconsumer
.BuildCRMbymigration
targetedoffersthatdrive
incrementallydelivering
capabilities
resultsandtest
12
relationshipsandvalue
managecustomer
SA-SU0050-030611-A4
KEYTRENDSOFSUCCESSFULCRM
.Findinnovativewaysto
basedoninteraction
gatherkeysegmentdata
attitudinalprofilesto
.Leverageconsumer
.BuildCRMbymigration
targetedoffersthatdrive
incrementallydelivering
capabilities
resultsandtest
13
SA-SU0050-030611-A4
KEYTRENDSOFSUCCESSFULCRM
KeyLevers
UsingCRMtodrivevalue
.Leverageinteractiondata
.
Findinnovativewaystogather
keysegmentdatabasedon
interaction
.Leverageconsumerattitudinal
profiilestomanagecustomer
relationshipandvaluemigration
.BuildCRMbyincrementally
deliveriingtargetedoffersthat
driveresultsandtestcapabilities
14
15
SA-SU0050-030611-A4
GETBETTERDATABYUSINGIT
Gather
Giveback
Needtoexchangevaluewithcustomerstoencouragefurtheropennessandtrust,e.g.
•Channelusage
patterns
•Interactive
configurationtools
•Drivesegment
interactionapproach
andpricing
Gather
SA-SU0050-030611-A4
SEQUENCINGDATACOLLECTION
Financialindustryexample
Buildtrustthroughvalueexchange
•Askabout
additionalinfo
•Extrapolate
relatedevents
Action•Webbrowsing
•Investmentsmadeinthepast
•Sizablebalancetransfer
Example•Customer
inquirieson
funds
Gather
Gather
Giveback
Giveback
Giveback
Action•Makeproductsuggestions
•Refineproductsuggestion
•Interactive
menuof
investments
•Scheduleanspecialist
•Customizeinvestmentpackage
Example•Suggesttool
throughone
clickwindow
16
TARGETEDOFFERS–ONSITE
SA-SU0050-030611-A4
MARKETING
.AmazonGoldboxprovides
targetedcustomeroffersinasequencedandinteractivefashion
.Offerschangeeverytimeandexpire–keepsnoveltyhigh,andallowsforadditionallearning
.Providesopportunitytotestpricesandoffersincontrolledenvironment
17
SA-SU0050-030611-A4
KEYTRENDSOFSUCCESSFULCRM
KeyLevers
UsingCRMtodrivevalue
.Findinnovativewaystogather
keysegmentdatabasedon
interaction
.Rewardloyaltyinresponse
.Leverageconsumerattitudinal
profiilestomanagecustomer
relationshipandvaluemigration
.BuildCRMbyincrementally
deliveriingtargetedoffersthat
driveresultsandtestcapabilities
18
19
SA-SU0050-030611-A4
COMMONPITFALLSOFTHEPASTAREBEINGOVERCOMED
Misunderstandingcustomerattitudesanddiscrectionaryresponse
Focusonmanagingattrition,notmigration
Overrelianceonsatisfactionasmetric
Uniformapplicationoftoolsacrossallcustomers
20
Attitudes
•Emotive•Deliberative•Inertial•Varietyseeking
SA-SU0050-030611-A4
NEWCRMPARADIGMCONSIDERSUNDERLYINGCONSUMERATTITUDES
Customer
loyalty
Economicbehavior
Satisfaction
•Discretionandcontrol
overmigrationbehavior•Valueofrelationshipover
lifetime
•Satisfactionwith
previousprovider
•Satisfactionwith
currentprovider
21
SA-SU0050-030611-A4
SATISFACTIONNOTSUFFICIENTTOEXPLAINMIGRATION
Consumerbank
Downwardmigrationrate
70
60
50
40
30
20
10
0
14%
12%
23%
24%
27%
CompletelySomewhatSomewhatVeryCompletely
dissatisfieddissatisfiedsatisfiedsatisf
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