着名M公司NCR香港星辰银行客户细分方案

CustomerSegmentation:

FoundationforDifferentiatedCRMWilsonLo,HeadofBusinessPlanning&CRMConsumerBanking,HongKong,DBSAbundanceofCRMFiascoProjectedBenefitsandReturnsnotthereLowto“no”usageNotinpacewithchangingbusinessneedsQualitativeCreativitystillpredominantDataWarehouseCRMInitiativesFront-endPlatformAnalyticsProgramLearningTheGreatExpectation2CRM-StrategyforRelationshipBuildingRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioning03-6monthsExtendintolife-timeCRMLifecycleGrowthStrategy-LifetimeRelationshipManagementServicingStrategyEnablerStrategyCustomerStrategy&BusinessObjective3RetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioningSegmentation03-6monthsExtendintolife-timeCustomerAnalyticsforDevelopingCRMCRMSuccessFactorsDifferentcustomershavedifferentneedsUnderstandyourcustomersServethemastheywishSegmentationDynamicModelingAnnotatecustomercharacteristicsCovertheentirecustomerbase4NoOneSchemeFitsAllProductTransactionUsageBehaviourValue-BasedSegmentsofOneKnowledgeofCustomersHighLowNumberofSegmentsFewManyNeeds-Based5Segmentation-KnowYourCustomersConventionalHomogeneouswithinSegmentandHeterogeneousamongSegmentsStableBalanceddistributionMono-dimensionalInternallyfocused(fordataavailability)DynamicBothhomogeneousandHeterogeneousBUTActionableEvolvingHierarchical-Pigeon-holeMulti-dimensionalTotalCustomerView-incorporatingexternaldata6DynamicSegmentationSegmentationModelsSegmentPerformanceChangingBusinessNeeds…acontinuousandever-evolvingprocessMoreSegmentswillbegeneratedSomeSegmentswillbecomeobsoleteCustomerNeedsareEver-changingANewPracticalCourseAttributesMulti-DimensionalAccessibleHeterogeneousEvolvingActionable7DynamicSegmentationinPractice…itchanges/growsasBusinessContextvariesCustomerBaseStage1Stage1Stage2Stage2Stage2Stage2Stage3Stage3Stage3Stage3Stage3Stage3Stage3Stage3Around100MicroSegmentsSegmentationhasitsownLifecycleStage2=BehaviouralStage3=Needs-based8Segmentation&ModelingforCRMProgramStructuredTripleACRMLifecycleModelStage2forAcquisitionStage2Stage2Stage3Stage3Stage3Stage3DynamicSegmentationAcquisitionCustomer-centricEliminatethe“Irrelevant”Anti-AttritionMicro-analysistoidentifyTriggerPredictiveModelDynamicSegmentationCRMModelCatchingtheRightCustomerattheRightTime+=Stage3forAnti-AttritionStage3forActivation9IntelligentCustomer/SalesPlatformModelingTeradataCampaignMgtToolExternalDataCustomerDataLegacySystemsUnfoldingtheTechnicalEnablersDatamartOtherChannels10CRMPracticesDynamicSegmentationPigeon-holeTargetingPortfolioStrategyContactManagementWealthManagementInvestmentProneProfilingPortfolioProfitabilityAnalysisKnowledge-basedSellingCreditRiskProductsRisk-basedAnalyticModelLoanCustomersProfilingOptimizationModelProfitabilityProductProfitabilityCustomerProfitabilityCustomerValueModel-Current&LifetimeHolisticProfitViewUseDatatobuildCRMAnalyticsTeradata11Pre-SalesPlanningMulti-dimensionalCustomerAnalyticsIdentifyObjectionorAlternateProductCallManagementFinger-tipIntelligenceFacilitate“Personalised”ScriptCaptureCustomerPreferenceIntegrationCustomerProfileUpdateRevisedCustomerProfile-nextDynamicSegmentationRelationshipandLoyaltyBuildingwithEveryContactIntelligentSalesLeadsAnalyticFrameworkUtilizingKnowledgeinCustomerContact12Acquisition-FocusingtheRelevantBeforeTripleAModelWithTripleAModelCustomersAcquiredhasdoubledForIllustrativePurpose13LowContributionAdditionalProductPotentialProfileMatching-NearestSegmentPlanUpsellProgram15%MigratedtoaHigherValueSegmentIncreaseSegmentValue…whentheSegmentProfilestillholdsDevelopRelationshipwiththeAffluentTechnocrats-oneofthe100SegmentsActivationSegmentProfileasActivationDriverProgramscanbeResponsivebutSystematicProductGapSellingwithSegmentCloning14IdeaGenerationSelectAppropriateMicro-SegmentElectronicSalesLeadsApplicabilityofTripleAProgramInterimReview(First48Hours)SelectChannelbasedonPreferenceDaily&WeeklyProgramMISCustomerPurchaseImprovementwithStructuredCAFromoverXWeekstoYDays…revitalizeEnd-to-EndCampaignProcessResponseupby4-6TimesCustomerCentric15CustomerIntelligenceasFoundationCustomerValueModelDisciplineRelevantApplicationofEnablersBusinessProcessIntegration&TeamWorkAnalyticsDynamicnotStatic…besensitivetoBusinessChangesCustomerIntelligence16~Enjoyable&Rewarding~CRMApplications17百万客户大拜访18一、课程目的

1、持续推动主顾300（让业务员有机会做）

2、每天完成7+3拜访（让业务员愿意做）

3、熟练掌握拜访技巧（让业务员会做）二、过程：三、内容1、理念篇--知道和不知道？2、拜访篇--心动不如行动3、话术篇--完美的拜访是设计出来的19

理念篇知道和不知道？20猜中彩21人类最大的恐惧来自于未知世界的无知不知道是一种危机，一种威胁，一种恐惧。理念之一：

22不知道的两种表现形式？？23（1）你曾拜访过的客户中，是否有各种不同的客户性格类型？（2）你是否经常变换不同的推销策略？（3）你的推销模式的成交率是多少？（4）失败的原因是客户？你？还是推销方式？你知道还是不知道？业务员的不知道24爱人同志25理念之二：

不知道是客观存在的，是认识事物的开始26

生活中对待不知道的几种态度：（1）不知道等于不存在；（没市场，没客户）（2）不知道等于无所谓；（没问题，没关系，没办法）（3）不知道等于想知道，好奇并积极的探索！27理念之三：

人的进步就在于不断的减少不知道业务员的进步就在于将自己和对客户的不知道变成知道28

理念之四：

佣金的兑现来自于拜访29理念之五心动不如行动30结论：除非你去做拜访，否则永远你都处在不知道的状态当中烦恼、恐惧和压力皆因此而生。31

拜访篇心动不如行动32丑媳妇怕见公婆一、没信心（1）对自己没信心信心是拜访出来的恐惧来自动作的陌生，而不是来自动作的难度（2）对新条款没信心不好的条款在我心里，而不是在客户眼中（3）对公司没信心事实胜于雄辩二、懒惰33推销员必备四大素质1、自信充满魔力2、热情打动顾客3、坚韧导向成功4、勇气突破障碍

这是行动的起点34成功拜访源于计划明确行为的目的按预计程序执行设计友善的气氛35拜访五要素何时何事何人何种方法何种理由成功的拜访要以充足的准备为前提。36

话术篇完善的拜访是设计出来的37

使用电话的好处节省时间省时省力，提高效率消除拒绝的恐惧容易见到准主顾使准主顾有心理准备38

电话的用途沟通信息（告知职业）联络情感约见商品简介39约见约见的目的就是获得面谈的机会40

一九八四年，麦当劳奇迹的创造者雷·克罗克与世长辞。在麦当劳总部悬挂着克罗克的座佑铭。在世界上，毅力是不可替代的；才能无法代替它，------

有才能的却失败，就是蠢才；天才无法代替它，------

没有报酬的天才只是个蠢才；教育无法代替它，------

世界上到处是受过教育的废物；只有毅力和决心，才是无所不能的。41如何设计自己的人生？没有确立目标的航船，

永远不会有顺风！42电话流程实例自我介绍---是杨秀玉小姐吗？你好，（不好意思打扰您了）我是平安保险公司的黄华…运用介绍---您的朋友蒋明强总经理向我介绍您的……简单恭维---他说您为人热情又客气，家庭事业都很顺心……引起兴趣