现金贷款的商业策略

0Beijing,Maythe12th2015CommercialStrategiesforCashLoans现金贷款的商业策略Customersarelookingfor客户总是会希望产品能够

FLEXIBILITY有弹性TrainingObjective培训目标Thereare产品需要Easy方便Waystoprovideit12Letthecustomerhelpyoucreateyour“palette”ofofferings让客户来帮助你调制出理想的产品Spanishteamintroduction西班牙团队介绍CLSpanishbusinessmodel西班牙的现金贷款模式BOBCFCsituation北银消费现金贷款现状Strategiesproposeddependingoncustomer´ssituation

根据客户情况所制定的方案Conclusionsandactionplan结论及行动方案培训内容TrainingContentSpanishteamintroduction–SCF西班牙团队介绍-桑坦德消费金融公司

SCFstartedasastand-alonedivisionin2001andcontinueditsexpansionthroughfurtheracquisitions桑坦德消费金融公司在2001年作为一个独立业务分支成立，随后通过一系列并购实现扩张Managetotransformandconsolidate通过整合及转型TopursueOpportunities来挖掘机会2001“KICKOFFTHEVISION”2001启动愿景2002-2008“GROWANDBUILDPOSITIONINABOOMINGMARKET”2002-2008在快速膨胀的市场成长定位2008-2013“SUSTAINEABLEMODELTHROUGHOUTTHECYCLE“2008-2013全周期可持续发展模型Spanishteamintroduction–Organizationchart西班牙团队介绍——组织机构图ChairWoman主席CEO首席执行官Legal法务Compliance,organizationandcost合规，组织架构及成本HumanResources人力资源Technologyandoperations科技和运营FinancialManagement财务管理Financingandsalesforce融资和销售Risks风险Collections催收CashLoansNataliaGalvánMultichannelMultichannelandCashLoansTeammembers团队构成:

:3people3人Strategy

definition战略制定ProductManagement产品管理BusinessIntelligence智能商业Processdefinition流程管理Channelmanagement渠道管理Financingandsalesforce融资和销售SalesForceEXT.NETWORKAUTODURABLES&CARDSMULTICHANNELINGANDC.LOANSINSURANCESpanishteamintroduction–Organizationchart西班牙团队介绍——组织机构图TrainingContentSpanishteamintroduction西班牙团队介绍CLSpanishbusinessmodel西班牙的现金贷款模式BOBCFCsituation北银消费现金贷款现状Strategiesproposeddependingoncustomer´ssituation

根据客户情况所制定的方案Conclusionsandactionplan结论及行动方案CLSpanishbusinessmodel–Crosssellstrategy西班牙现金贷款商业模型–交叉销售策略CROSS&UPSELLINGInsurance保险Database数据库CROSSSELL交叉销售CashLoan现金贷款Durables耐用品

Retailers零售商Cards卡类ADQUISITIONCompanies公司

Cardealers汽车经销商PARNERTSHIP伙伴关系Auto汽车Spanishcashloansbusinessmodelisbasedoncrosssellingstrategies:西班牙现金贷款商业模型基于交叉销售策略客户获取交叉销售CASHLOANSSCFSPAINDBs840万客户AUTO汽车贷款1.5mDURABLES耐用品贷款2mCARDS现金卡1.7mCASHLOANS现金贷款0.2mCORTEFIELPARTNER农业贷3mPRE-APPROVEDOFFERS预批准授信RISKSCORING风险评分Activecustomers1.6m活跃客户160万20%0.8Mcustomers(50%)80万客户

KPIsmonitoring3

Riskcontrol4

Efficientprocess2SimpleProductandsimpleprocess1CLSpanishbusinessmodel–Crosssellstrategy西班牙现金贷款商业模型-交叉销售策略ANALYTICSDBSelectionNONPRE-APPROVEDOFFERS非预批准授信RISKMANUALCRITERIA风险标准Inactivecustomers6.8m非活跃客户680万80%0.7m

clientes

(10%)70万客户简单的产品及流程高效的流程KPIs监测风险控制现金贷款合同通常都会提前寄予客户，如果没有，客户可以通过邮件在24小时内收到合同流程每一个环节的严格质量控制呼叫中心的高效产出只有5%的申请无法自动审批完成着眼于每一个百分比来提高业务的转化率日报：系统来控制销售活动的表现，以实现更稳定的更准确的业务管理月报：详尽的销售活动表现评估，以期找到待改进领域。产品沟通流程风险政策摊销偿还系统->持续的分期付款向客户提供3种不同期限的产品，客户往往选择最方便的，而申请只需发送回来合同及证件复印件包括人寿保险有说服力和吸引力的沟通个性化的邮件沟通基于桑坦德集团准则的策略产品描述CLSpanishbusinessmodel–Businessbasis现金贷款西班牙业务模型-业务基础设计描述负面征信查询客户近6个月的行为调查成绩和风险的最优组合:

业务领域通过月度委员会来跟进销售活动的成绩，并提出改善建议。统计工具来分析业务结果，同时也为了综合风险指标来实现共同的最优目标防欺诈：在贷款发放之前控制潜在风险。简单的产品1高效的流程2关注KPI3风险控制4核心KPICLSpanishbusinessmodel–Segmentation西班牙现金贷款商业模型-产品分类UpdatedattheendofMarchCLSpanishbusinessmodel-Productdescription现金贷款西班牙商业模型-产品描述Existingcustomer既有客户Openmarket(definingtheproject)公开市场Pre-approvedloans预授权贷款Nonpre-approvedloans非预授权贷款Pre-approved预授权:unknown未知Nonpre-approved非预授权:anyoneexceptconsolidationNewcustomer新客户:1.500€-6.000€Existingcustomer既有客户：

1.500€-12.000€Averageticket平均金额:5.500€Uptoamonth最高一个月24-72months24-72个月Included涵盖目标:产品:贷款受众:额度:期限:-利息本金+Ppal利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金1234…………24….……月度048………72利息本金利息本金利息本金利息本金我们的产品是一种在摊销还款体系下的个人借款:不同于其他的还款模型，每一期的还款都包含本金和利息。每一期的还款金额都是相同的，以实现最简单的还款模型。在每月等额还款中，本金和利息的组成比例在动态调整，在前期利息占比较大，后期本金占比高。通常我们称之为等额本息付款。免息期:Freeinterestperiod人寿保险:Simple简单:Simpleproduct,easytounderstand.产品简单易懂Simpleprocess.简单的流程Simpledocuments.简单的申请文件Personal个性:Ad-hocoffers.特别优惠Personalizedcommunication,familiarcommunicationstyles.跟客户个性化的沟通EachcustomerhastheirownadvisorinourCallCenter. 指定的呼叫中心专员Fair公平:Transparentprocess.透明的流程Activelisteningtoourcustomers.积极的倾听Lowerinterestratesforthosecustomerthatdonotagreewiththeinitialpriceoffered.对于价格敏感的客户，给予更低价格。CLSpanishbusinessmodel-Productdescription现金贷款西班牙商业模型-产品描述简单

个性

公平Customers´demandisgeneratedbymailingwithcontracts,sms,website,etc.客户的需求通过邮件、短信、网站等广告产生Customerappliesfortheloan.客户可以通过如下方式申请贷款Callingtoourcallcenter.致电呼叫中心Goingdirectlytoourwebsite.直接登陆网站

→Ourcallcenterhastogetcustomer´scommitmenttoreturnthecontractsIfthecontractisn‘treturnedatthedateagreed:outboundcall.客人会向呼叫中心承诺寄回合同，如果没有按照约定寄回合同，呼叫中心会联系客户。Thecustomersendsthecontractssignedattheagreeddate.BOreceivesthecontracts:客户按照约定寄回合同，业务拓展人员接收到合同后：Ifthereareok,theycheckthelaborsituationattheofficialSpanishDB.如果满足申请条件，需要通过官方数据库来查询雇佣情况Iftherearenotok,theyinformthecallcentertocallthecustomertotrytosolvetheproblem.如果不满足申请条件，需要通过呼叫中心来尝试解决问题CLSpanishbusinessmodel–Processdescription西班牙现金贷款模型–流程描述Callcentercallsthecustomer呼叫中心呼叫客户Iftheprocessisok:outboundcalltoaskthesecurityquestionsandtoconfirmthepersonaldata如果流程没问题，电话确认安全问题来确认个人资料Ifthere‘sanyincident;outboundcallinordertoinformthecustomerandtotrytosolveit如有问题，联系客户解决Iftherequestisdenied:outboundcalltoinformthecustomer申请被拒，电话通知客户BOformalizesthecontractandtransfersthemoney.客户经理准备合同并转账Asmsissenttothecustomertoinformhimofthepayment短信通知客户入账Theamortizationplanissenttothecustomer'saddress还款方案发送到客户邮寄地址BOarchivesthedocuments客户经理存档文件DatabaseextractionSegmentationandcampaigndecisionManualapproval(byadmissionteam)ContractsdeliveryCUSTOMERCUSTOMERRISKS风险COMMERCIAL商业DocumentscheckAdditionaldocumentsrequirementMoneytransferPostaloffer+Smsas“heaters”客户客户NB新业务

115M€Contracts合同数18.560Increasenewcust.conversionratein6months>2,5%Portfolio贷款余额254M€Costs成本<3M€PBT税前利润15,5M€LLP不良拨备15,02M€Lifeinsurance人寿险80%Interestrate利率13%Increasetheaverageticket平均金额的增长>6.100€FideliBBDDSCFIncreasethenumberofcontractsreceivedaftercommitment.>61%Contractsreceivedok>62%Increasethenumberofinboundcalls>0,5%ShortercampaignstartuptimeImprovethesegmentationReducethenumberofnonfinishedapplications.降低业务未完成率<5,8%DBgrowth直销业务增长>1.4MillionImprovetheproductDepartmentgoals部门目标Externaldrivers外部驱动力MkandProductDrivers市场与产品驱动力CallcenterDrivers呼叫中心驱动力ReducepostallettercostsCommittedinboundcalls>80%Improvecallcenter´satmosphereEfficientinboundcalls´timeAHT<4:30TargetKPIsfor20152015年KPI目标CLSpanishbusinessmodel–Strategicmap西班牙现金贷款模型–策略路径CLSpanishbusinessmodel–Conversionchainestimated西班牙现金贷款模型–预计的转化链11%8%80%13%9%78%Postalletters邮寄3.870.000Inboundcalls呼入电话47.352Noncommited未达成意向9.470Commited达成意向37.882Applicationsreceived收到的申请24.623Rejected拒单:6.156Nonfinishedprocess未果:1.970Formalized成交:16.4971,22%80%65%67%8%25%20%PRE-APPROVED预授权

邮寄2.060.000呼入电话18.100未达成意向1.875达成意向7.222拒单3901雇佣调查:7.80征信调查:1.365UDO:1.755批准3319发放合同3319收到的申请2.940拒单:294未果:294成交:2.35280%0,88%46%100%88%80%10%10%54%20%45%35%NONPREAPPROVED非预授权ThischainexplainshowsomekeyKPIshaveanimpactinthefinalresult:theobjectiveistofolloweverysingleratioinordertoimproveitand,asaresult,optimizethefinalconversionrate.这个链条解释了一些KPI是怎样最终作用到业绩：即监督比率的目标是为了改进优化转化率。

0,11%form/p.l.sent0,43%form/p.l.sentCRM–Deepcustomer´sbehaviorknowledge–Goodconversionrate.客户关系管理–深化客户行为知识–更好的转化率Dependingonthesegmentandcustomer´sprofile,wehavedifferent取决于客户类别和特性我们采用不同的:Communicationstyles沟通风格.Communicationchannels(mailing,SMS,outboundcampaigns)沟通渠道（邮件，短信，促销活动）CLlimits现金贷额度Pricepolicies价格政策Analytics-wellidentifiedKPIsinconstanttracking:

业务分析–对KPI的持续追踪Everyday每天Monthly每月Quarterly每季度CampaigntrackingandscorecardexamplesCLSpanishbusinessmodel–Keysuccessfactors西班牙现金贷款商业模型–关键成功因素...Learning学习:testingandtesting

测试再测试….Thinking思考CLSpanishbusinessmodel–Keysuccessfactors西班牙现金贷款商业模型–关键成功因素Continuousimprovementby…..

持续的改进是通过…TestexamplesThemarketandcustomersarecontinuouslychanging市场和客户一直都在变化Multichannelstrategy:digitalizingendtoend->Omni-channeling

多渠道策略：数字化点到点->全能渠道NEW!HaceunosdíasleenviamosunPréstamoasudomicilio,parasolicitarloentreen

ollameal911774241Consumerstendto“researchonline,purchaseoffline.”客户倾向于线上研究，线下采购

CLSpanishbusinessmodel–Keysuccessfactors西班牙现金贷款商业模型–关键成功因素CLSpanishbusinessmodel–Keysuccessfactors西班牙现金贷款模型–关键成功要素Greatteamworkersincontinuousfeedback.

拥有持续反馈的团队合作

Analytics分析团队Callcenter呼叫中心Backoffice后台部门RiskandfinancialDep.风险与财务CLSpanishbusinessmodel–Conclusions西班牙现金贷款商业模型-结论Whyourcurrentmodelissodifferentthantheonethatwehadbefore2008?Becausewehaveappliedthelearnings获取客户我们通过:Smalltickets.单笔小单Purposeloans.贷款目的First,weneedtoknowcustomer´sbehavior,onceweknowhim,wedocrossselling.我们需要了解客户的行为特点，据此来做交叉销售Maximumamountdependingoncustomer´s:最大金额取决于客户的：Behavior.行为特征Knowledge.知识水平 Thebetterbehaviorand/orthedeeperknowledge→thehigheramount.

行为特征更好、掌握更多的知识->更高的额度Diversifiedportfolio:贷款组合的多样化Highnumberofcustomerswithsmallticketsratherthansmallernumberofcustomerswithhighertickets.大的客户基数小的单笔额度，而不是小的客户基数大的单笔额度Ourriskexposureissplitamongawidenumberofgoodcustomers.我们的风险暴露因为大的客户基数而得到分散Veryrestrictivewithopenmarketstrategies:公开市场策略非常严格Directcustomers´acquisitionisriskierthancrosssellingstrategies.Thiscustomers´%oftotalCLoutstandingwillbealwayslow(nothigherthan20%).Customeracquisition客户获取Direct直销Throughdealersandpartners通过经销商BehaviortrackingbeforeaCLoffer行为分析-6monthsAverageticket平均额度180k[RBM]36k[RBM]CLportfoliooutstanding现金贷款余额30%5%Before2008----Between2008-2011Between2008-2011Approvalcompetences审批权限Commercial–Branches分行审批Risks(eithermanualorautomatic)风险部门审批-CLSpanishbusinessmodel–Conclusions西班牙现金贷款商业模型-结论Asaresult,wehavea:综上Diversifiedbusinessmodel多元化的商业模型Sustainablebusinessmodel可持续的商业模型CLSpanishbusinessmodel–Conclusions西班牙现金贷款商业模型-结论TrainingContentSpanishteamintroduction西班牙团队简介CLSpanishbusinessmodel现金贷西班牙业务模式BOBCFCsituation北银消费现状Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Conclusionsandactionplan结论和行动计划BOBCFCsituation–Trainingobjectives北银消费现状-培训目标PRADDpaymentmethod到期一次性还本-int利息利息利息利息利息利息利息利息利息利息利息123456789101112-Ppal本金month月0+Ppal本金Autobusiness汽车业务,Others其他Themainobjectiveistoknowsomewaystocombinebothproductsinordertofindanoptimummixforeachcustomer主要目的是知道一些结合两种产品的方法以便为每位客户找到一种最佳组合：Amortizedrepaymentsystem摊销还款利息利息利息利息利息利息利息利息利息利息利息123456789101112Month月0+Ppal本金本金本金本金本金本金本金本金本金本金本金本金本金GraceperiodCustomersarelookingforachoice,forFlexibility客户在寻找的是选择，是灵活性BOBCFCsituation–Trainingobjectives北银消费现状-培训目标ToolstoofferFlexibility提供灵活性的工具Graceperiods宽限期Tenors期限Pricepolicy价格政策BOBCFCsituation–Trainingobjectives北银消费现状-培训目标Spanishteamintroduction西班牙团队简介CLSpanishbusinessmodel现金贷西班牙业务模式BOBCFCsituation北银消费现状Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Conclusionsandactionplan结论和行动计划TrainingContent培训内容

BESTCUSTOMERS最佳客户POTENTIALLYTROUBLECUSTOMERS可能会有风险的客户Databaseanalysiswillgiveusthenecessaryinformationtoidentifyourcustomersandcreatethemainsegments.数据库分析会提供给我们必要的信息以确定我们的客户，并且做出主要分组。

Youhavetodefineyourowncriteria:age,location,income,portfolio,etc.需要我们自己设定标准：年龄，地点，收入，资产情况，等。Onceyouhavedefinedyoursegments,itisnecessarytocreateaspecificstrategyforeachoneinordertooptimizetheresults.一旦确定了分组，需要为一组制定出专门的策略，以便使结果达到最优。Don´tforgettotest,testandtest….Always!不要忘记测试，测试，再测试……总是牢记在心！Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Segment分组Existing存量Active活跃Productrenewed更新产品Strategy策略1Newcustomers新客户No否--Mixedloans(PRADD/Amortized)混合贷款（到期一次性还本/摊销还款）2ActivePRADDgoodcustomers活跃的到期一次性还本优质客户Yes是Yes是-PRADDconversionchance到期一次性还本转化机会3ActivePRADDtroublecustomers活跃的到期一次性还本问题客户Yes是Yes是Yes是PRADDconversionoffer到期一次性还本转化提议4InactivePRADDgoodcustomers不活跃到期一次性还本优质客户Yes是No否No否Pre-approvedCLoffer预批准的现金贷提议5InactivePRADDtroublecustomers不活跃到期一次性还本问题客户Yes是No否Yes是Nonpre-approvedCLoffer非预批准现金贷提议Wehavemadeaverysimplesegmentationbaseonthefollowingvariablesinordertosetupanad-hocstrategyforeachone:我们依据以下可变条件做了一个简单的划分，以便为每一组都建立一个对应的策略：FIRSTPRODUCTPROPOSAL第一产品提议:Choosingrepaymentmethod选择还款方式:Sincetheverybeginning,thecustomersignthecontractknowingthat,in12monthtime,heisgoingtohavethechanceofconversionintoanamortizedloan.Thecustomerwillhave2optionsbeforethetenor:从最一开始，客户签合同时要知悉在12个月的时间内，他将有机会转换成为摊销还款贷款。客户在还款期限开始前将有两种选择：NEWCUSTOMERS新客户STRATEGY策略:MIXEDLOANS混合贷款1利息-Ppal-int利息利息利息利息本金本金本金本金本金-int利息利息利息利息利息利息利息利息利息利息123456789101112Month月0+Ppal本金1314151617…利息Choicecom.选择告知1stoption第一选择2ndoption第二选择“Choicecommunication”couldbedonethroughdifferentchannels.“选择告知书”的送达可以以不同方式完成。→Itwontbenecessarytosignanothercontract不需要另外签订合同Flexibility灵活性Youcanalsoshorterinterest-onlypaymenttenor可缩短只还利息期限->betterperiod3

or6months???3个月或者6个月比较好？Thecustomercanalsopayapartoftheprincipalandconverttherestoftheprincipalintoanamortizedloan.客户可以选择支付一部分本金，然后将另外的本金转成摊销还款。Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略SECONDPRODUCTPROPOSAL第二产品提议:Standard6monthsPRADD到期一次性还本标准产品6个月+automaticconversionintoanamortizedloan自动转换为

摊销还款(withdifferenttenors期限不同)afterthetenoriftheprincipalhasnotbeenpaid如果本金还未还完.NEWCUSTOMERS新客户STRATEGY策略:MIXEDLOANS混合贷款1-int利息利息利息利息利息12………121314………24Month月0+Ppal本金…36……48Youcanalsoshortertheinterest-onlypaymenttenor可以缩短只还利息的期限->betterperiod3or6months?最好3或者6个月？Amortizedperiod摊销阶段Interest-onlypaymentperiod只还利息阶段Flexibility灵活性Thecustomercanalsopayapartoftheprincipalandconverttherestoftheprincipalintoanamortizedloan客户也可以支付一部分本金，然后将剩余本金转换成摊销还款。-int本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略THIRDPRODUCTPROPOSAL第三产品提议:Increasingamortizedloan提高摊销贷款:6monthsPRADD6个月到期一次性还本+6monthsamortizedloanwithaverylowinstallment6个月摊销贷款但是每期金额较小

+6monthwithahigherinstallmentandsoon….6个月摊销还款但是每期金额较大……NEWCUSTOMERS新客户1

Theinstallmentswoulddependoncustomer´sneeds,theamount,theperiod.

每期还款金额，期限可以取决于客户的需要。123456789101112Month月0+Ppal本金-int利息利息利息利息利息13141516-int利息利息利息利息利息本金本金本金本金本金本金-int利息利息利息利息利息本金本金本金本金本金本金1718STRATEGY策略:MIXEDLOANS混合贷款

Thisproductisriskiersothetargetshouldbecustomerswithincreasingincomeexpectationsashighpotentialgraduates,etc.此产品风险性较大，所以目标客户应该有收入增长的预期，比如潜力很大的毕业生等。Flexibility灵活性Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略FOURTHPRODUCTPROPOSAL第四产品提议:Seasonalamortizedloan季节性摊销贷款:amortizedloanwithalowinstallmentduringsomemonthsoftheyearandwithahighinstallmentsinthosemonthsthataremoreconvenientforeachcustomer在每年的某些月每期小金额摊销贷款，在其他客户认为合适的月份进行每期稍大金额的还款：NEWCUSTOMERS新客户1-Theseasonallywoulddependoncustomer´sneeds.季节性定义取决于客户的需求。12……89…1212….8Month月0+Ppal本金-int利息利息利息本金本金本金本金9….12…STRATEGY策略:MIXEDLOANS混合贷款-int利息本金本金利息本金利息本金利息本金利息本金利息本金-int利息本金本金利息本金利息本金利息本金-

Thisproductwouldbeveryconvenientforthosecustomersthatareselfemployedandwhoseincomesdependdirectlyontheproductionsoldinaspecificperiodoftheyear.此产品将会给特定人群带来很大的便捷，比如个体户和在每年特定时期，收入与生产产出紧密结合的人群。Flexibility灵活性Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略FIFTHPRODUCTPROPOSAL第五产品提议:Directamortizedloan直接摊销贷款.Isthecustomertheonethatdecidesthetenor,lookingforaninstallmentthatcanmeethisneeds.客户自己决定还款期限，寻找适合他自己的分期。Thetenorcouldchangeduringthelifeoftheproduct,and,asaresult,theinstallmentcanbehigherorlowerdependingoncustomerneeds.还款期限可以在产品生命周期内变更，所以每期还款额可以依据客户需求高或者低。Lifeinsurancedocuments寿险资料-int本金+Ppal本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金1234…………24….……month048………72利息本金利息本金利息本金利息本金Graceperiod Theloancanbeofferwithalifeinsuranceincluded.Inthiscase,thecustomerhastosignaseparatecontractandtheprincipalwillbehigherastheamountofthelifeinsuranceisaddedtotheprincipal.可以与寿险同时提供此贷款。这样，客户需要另外签署一份合同，本金可能会变多，因为寿险部分也看作是本金的一部分。NEWCUSTOMERS新客户1STRATEGY策略:MIXEDLOANS混合贷款Flexibility灵活性Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略-int利息利息利息利息利息12……1011Month月0+Ppal本金CLOffer+contr现金贷提议+合同CLOfferletterexample现金贷提议举例Thisstrategyconsistsofofferingtothecustomerthechancetochoosebetweenoneofthefollowingoptions此策略可以为客户提供在以下选项里选择的机会:1stoption第一选择:

payingthetotalamountattheendoftheperiod.在期末支付全额。2ndoption第二选择:renewingtheloanbutbecomeitintoanamortizedloanwithdifferenttenorsinordertomeethisspecificneeds审查贷款将其转化成摊销贷款，但是还款期限不同为了满足客户特殊的需求:Tenor1–Example期限一举例:12months12个月Tenor2-Example期限二举例:24months24个月Tenor3-Example期限三举例:36months36个月→Ifthecustomerchoosesthisoption,hastosignanewcontract.选此方案，需签新合同。→Theprocesswillbemoreefficientiftheofferissentwiththecontractsenclosed若将合同与提案同时寄出，则流程更高效。→Theoffercanbedifferentdependingonthesegment.产品提案可以根据客户群不同而不同。ACTIVEPRADDGOODCUSTOMERS活跃的到期一次性还本优质客户STRATEGY策略：PRADDCONVERSIONCHANCE到期一次性还本转化机会2利息12-Ppal-int利息利息利息利息…....24…36本金本金本金本金本金利息1stoption第一选择2ndoption第二选择CommunicationexamplesFlexibility灵活性Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略OfferingalowerinterestratethantheinterestratethatispayingifheconvertshisPRADD.若同意转换，则提供比PRADD低的利息Increasinginterestratepolicies提高利息政策:thesooneryouconvertyourloanthelowertheinterestwillbeapplied.越早转换，利息越低。-int利息利息利息利息利息利息利息利息利息利息利息12…..….121234567-PpalMonth月0+Ppal本金ThisstrategyconsistsofpersuadingthecustomertoconverthisPRADDintoanamortizedloanassoonaspossible.Thecommercialofferwouldinclude3differenttenorsinordertomeethisspecificneeds此策略旨在说服客户尽可能将到期一次性还本转换为摊销贷款。销售提案可包含3种不同期限以满足特殊需求：Tenor1–Example期限一举例:12months12个月Tenor2-Example期限二举例:24months24个月Tenor3-Example期限三举例:36months36个月→Ifthecustomerchoosesthisoption,hastosignanewcontract.选此方案，需签新合同。→Theprocesswillbemoreefficientiftheofferissentwiththecontractsenclosed若合同与提案同时寄出，则流程更高效。→Theoffercanbedifferentdependingonthesegment.产品提案可以根据客户群不同而不同。Inorderachieveit,wehavedifferentoptionstobeuseas“heater”为了达成我们可采取的方式:ACTIVEPRADDTROUBLECUSTOMERS活跃的到期一次性还本问题客户STRATEGY策略：PRADDCONVERSIONOFFER到期一次性还本转化提议3-int利息利息利息利息891011121stCLOffer+contracts第一份提案和合同PRADD´srenewalPRADD贷款更新2ndCLOffer+contracts第二份提案和合同3rd

CLOffer+contracts第三份提案和合同-Ppal?CommunicationexamplesCLOfferletterexample现金贷提议举例Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Thisstrategyconsistsofofferingapre-approvedamortizedloan.Thisisthebestcustomerprofile,arereallycustomertrustfulcustomersandwantthemtocontinueworkingwithus,wewanttheirloyalty,soweshouldofferthemsomethingdifferent,somethingspecial此策略旨在提供一个预批准摊销贷款。客户需要选择有好条件的并且值得我们信任的，想继续和他们做下去，想取得他们的忠诚度，所以我们应该为他们提供一些特殊的产品:Pre-approvedloan.预批准贷款Completelypersonalizecommunication.完全个性化沟通Lowerinterestrate.低利率Personalizedcontractsenclosed.个性化合同Theoffercanbedifferentdependingonthesegment.

提案可根据客户的不同而不同。→Spanishcorebusiness,pre-approvedoffers.西班牙核心业务，预批准提案。

Thesuccessrateinthissegmentcouldreachthe20%percampaign.在每次推广后这类客户的转换成功率能达到20%左右。INACTIVEPRADDGOODCUSTOMERS不活跃到期一次性还本优质客户STRATEGY策略：PRE-APROVEDOFFER预批准提议4-int利息利息利息利息利息利息利息利息利息利息利息123456789101112-Ppalmonth0+Ppal本金13…CLOffer+contracts现金贷提案和合同CommunicationexamplesCLOfferletterexample现金贷提议举例Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略INACTIVEPRADDTROUBLECUSTOMERS不活跃到期一次性还本问题客户STRATEGY策略：NONPRE-APROVEDOFFER非预批准提案5-int利息利息利息利息利息利息利息利息利息利息利息123456789101112-PpalMonth月0+Ppal-int利息利息利息利息利息131415161718CLOffer现金贷提议-PpalThisstrategyconsistsofofferinganonpre-approvedamortizedloan.Thisisalsoagoodcustomerprofile.Thesecustomersarenosotrustfulasthepreviousones,butmaybeaftergettingmoreinformationofthem(checkingtheircurrentprofessionalsituation,etc.)wecouldapprovetheirloanapplication.此策略旨在提供非预批准摊销贷款。这也需要客户背景要好。我们对他们不像对前面的那些那样充满信任，但是或许得到他们更多的信息后（比如目前的职业状况等）我们会批准他们的贷款申请。Thecommunicationshouldbeorientedtoencouragethemtoapplyforaloan.Asanexample,itwouldbeagoodideatoofferthemanspecificamountwith3differenttenorsavailabletillagivendate,withadeadline.与他们的沟通要多鼓励他们申请贷款。例如，为他们提供一款有三种还款期限可选的特定时间内的贷款。Weknowthem,soagainthecommunicationshouldbe我们了解他们，所以沟通应该:Completelypersonalizecommunication.完全个性化Theoffercanbedifferentdependingonthesegment.产品可以根据客户不同而不同->10%oftheSpanishnewbusiness,nonpre-approvedoffers西班牙10%的新业务为此类Thesuccessrateinthissegmentcouldreachthe20%percampaign(dependingontheapprovalrate).在每次推广后这类客户的转换成功率能达到20%左右。（取决于批准率）1820CommunicationexamplesCLOfferletterexample现金贷提议举例Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Spanishteamintroduction西班牙团队简介CLSpanishbusinessmodel现金贷西班牙业务模式BOBCFCsituation北银消费现状Strategiesproposeddependingoncustomer´ssituation由客户情况决定的战略Conclusionsandactionplan结论和行动计划TrainingContent培训内容

Conclusionsandactionplan结论和行动计划Setupthestrategyforeachsegment为每个分组制定策略:Dependingonthesegmentandcustomer´sprofiledifferent取决于客户不同的背景:Strategies策略.Communicationstyles沟通方式Communicationchannels(mailing,sms,web,outboundcampaigns)沟通渠道（邮件，短信，网页，推广活动）CLlimits现金贷额度Pricepolicies定价政策

Segmentscreation客户分组->Databaseassessment评估数据库.Firstcampaigns.第一次推广Firsttests.第一次测试Firstresults.第一次结果Firstsegmentation.第一次分组Mejora优化→Environmentandcustomerareinconstantchange.环境和客户总是在变化。→Knowledgewithoutlimits知识无限KPI´sestablishmentandmonitoring关键业绩指标的设立和监测:Daily:systemstocontroltheperformanceofthecampaigninordertostablishcorrectiv