ICBC中国工商银行客户关系管理

TeradataCRM

優化客戶關係

創造競爭優勢RosePai

SeniorConsultantGreaterChinaArea银行客户关系管理Agenda

What’sCRM?ManagingCustomerValueByLifeCycle

TeradataCRMSolution-BriefTheapplicationofTeradaCRMSolutioninfinanceBusiness-ReferenceModelTCRMCaseStudyQ&A2Agenda

What’sCRM?ManagingCustomerValueByLifeCycle

TeradataCRMSolution-BriefTheapplicationofTeradaCRMSolutioninfinanceBusiness-ReferenceModelTCRMCaseStudyQ&A3…anenterprise

approachtounderstandingandinfluencingcustomerbehaviorthroughcontinuouscommunicationtoimprovecustomeracquisition,customerretention,andcustomerprofitability.theRightCustomerthe

RightOffer,attheRightTime,

usingtheRightChannel(s)MarketPlanningCustomerInteractionLearningActionKnowledgeDiscoveryAnalysis&RefinementCustomerRelationshipManagementis...4DatawarehouseOLAPAdvancedanalyticsCampaignmanagementThebrainorganizes,plans,anddirectsaction…CallCenterSalesForceAutomationPointofSalee-commerce…andthearmsandlegsexecutethedesiredactionAnalyticOperationalTheCRMSpace5EventSignificanceEvaluationServiceNeedPropositionSegmentPropensityTwoPathstoCustomerDialogueOfferCampaignManagementEvent-drivenCommunications6CRMSolutionsWhyNCRposition-AnalyticalCRM開發一個新客戶所花的本钱，是維護一個既有客戶的本钱的6~10倍增加5%的客戶挽留率，便可為公司增加60%到100%的獲利。98%以上的促銷用折價券是被丟棄的。採用分析型CRM解決方案帶來高投資報酬(ROI)(以LOWE’S為例，上線後四個月ROI達265%。)InteractionWorkflowCustomerServiceTechnicalSupportHelpDeskMarketingSalesFieldServiceBusinessIntelligenceDataWarehouseDataMartDataMiningDecisionSupportExecutiveInfoDataVisualizationContactChannelPBX,PhoneIVR,FAXWEBE-mailDMFacetoFaceOperationalCRMAnalyticalCRMCollaborativeCRMTeradataCRMAnalyticalCRM7MakeYourOperationalMarketingSystems

SmarterWithAnalyticalCRMOperationalCRMtomanageeachtouchAnalyticalCRMforcross-channelcustomerintelligenceandoptimizedcustomercommunications360degreeCustomerViewInteractTransactServicePlanEmpowerallchannelsOptimizeInteractDiscoverDirectMailE-Mail/FaxATMInternetExtranetCallCenterSalesAgentStore/BranchKioskCallCenterAutomationMarketingSalesForceAutomationCustomerDataWarehouseAnalysis&ModelingPersonalizedCommunicationsOptimizationCommunicationDeliveryCommunicationPlanningTeradataCRM8Inter-ActionActionInsightLeadWithAnalyticalCRMForMission-CriticalIntelligenceAnalyticsandModelingPersonalizeCommunicationCommunicationDeliveryCommunicationPlanningCustomerOptimizationRelevantOffersTimelyMessagesDiskarrayDataWarehouseIntelligenceOperationalCRMSystemsCaptureDataAllChannelsAllTouchpointsATMInternetExtranetE-Mail/FaxSales/Store/BranchDirectMailKioskAgent/CallCenter9Agenda

What’sCRM?ManagingCustomerValueByLifeCycle

TeradataCRMSolution-BriefTheapplicationofTeradaCRMSolutioninfinanceBusiness-ReferenceModelTCRMCaseStudyQ&A10CurrentValue:

theidentificationofanindividualcustomer’soracustomersegment’scontributiontooverallorganizationalprofitabilitybasedoncurrentrelationshipswiththeorganizationLifeTimeValue:theidentificationofanindividualcustomer’soracustomersegment’scontributiontooverallorganizationalprofitabilitybasedonexpected“lifetime〞relationshipswiththeorganizationTheTwinValueChallenge11

ManagingCustomerLifeCycle–ByProductRETENTIONVintage:13Mos.-AttritionACQUISITIONRETENTIONVintage:6-9Mos.REPEATUSAGEVintage:3-6Mos.ACTIVATIONPROGRAMVintage:2-3Mos.Loyalty/Reward(Profitability)WELCOMEPROGRAMVintage:2WeeksRELATIONSHIPPROGRAMVintage:3Mos.X-SELLINGVintage:6Mos.PRE-ATTRITIONVintage:9-11Mos.ATTRITIONGATINGVintage:11-12Mos.POSTATTRITIONVintage>=15Mos.SucceededFailedAntiattritionManagementProspectMgmtCyclePOSTATTRITIONVintage>=5yrsLendingonlyATTRITIONGATINGVintage:2yrslendingonlyInterestedProspectsInquiryLeadsPromotionListCrossCardsBanking129 1. Birth 2. Graduation 3. NewJob 4. Marriage 5. Remarriage 6. Separation 7. Divorce 8. Death 9. Retirement 10. ChildLeavingKEYEVENTSDependentlivingwithrelative256555453510LivingatCollege423SingleOlder

Couple

RetiredUsingindividualisticlife-stagetriggerstohelpdeterminesignificantopportunitiesforsales10Empty

NestSingleIISingleIII8765SingleParentISolitarySurvivor

Retired998Childless

Couple1DelayedNestIIFullNestI1876158SingleParentIIISingleParentII76FullNestIIFullNestIIINewlywedManagingCustomerLifeCycle–ByAgeCustomerEconomicLifecycleSource:MerrillLynchestimates14ValueofCustomerFocusAcquirepre-qualifiedbuyersTargetProfitableCustomersRetainValuableCustomersCustomerLoyaltyCustomerReferralsAcquireone-timebuyersBankBecomesAdvisorI.T.InvestmentROIProductFocusCustomerAgenda

What’sCRM?ManagingCustomerValueByLifeCycle

TeradataCRMSolution-BriefTheapplicationofTeradaCRMSolutioninfinanceBusiness-ReferenceModelTCRMCaseStudyQ&A16TeradataCRMMeetsYourNeedsAcquirenewcustomersGrowtheRelationshipRewardLoyaltyRetaincustomersImproveorganizationalproductivityDifferentiateyourcompany17TeradataCRMProductModules

CommunicationManagementInfrastructureAnalyticalInfrastructureMeasurementInfrastructureDataManagementInfrastructureModelingvAnalysisPersonalizationInteractionOptimizationCommunicationExploratoryBehaviorExplorerProductViewTransactionViewStandardReportsActionableSegmentationCustomerBehaviorProduct/AffinityPercentileCross-SegmentPercentileProfilingPatternDetectionResponseModelingPersonalizationTemplatesPersonalizationRulesCommunicationManager(Integrated)EventDiscoveryEventAgentEnterpriseRulesCommunicationDirectorTouchpointServerSiebelAdapterEmailMergeValueAnalyzerCommunicationManager(Integrated)TeradataWarehouseWorldMarkServersFinancialServicesLogicalDataModelTeradataMinerOLAPInfrastructureTeradataUtilities18TeradataCRMOverviewAnalysisAnalyzecustomerprofiles&behaviorTargetcustomersEvaluateresponseEventAnalysisCommunicationPlancontinuouscommunicationdialoguesDefinebatchandreal-timeeventrulesandtriggerOptimizationPrioritizeandlimitcommunicationsbychannelRegulatefrequency

andquantityofcontactsbychannelOptimizecustomercommunications

throughcontactmodelingPersonalizationGeneratepersonalizedoffersbaseoncustomertransactioninformationBuildpersonalizationRulesModelingBuildandanalyzepredictivemodelsScorecustomersInteractionDeployoutboundormanagependinginbound/event-drivencommunicationsManagerworkflowofinteractionsPersonalizationMergeReal-timepersonalizationCaptureandre-useanalysisknowledgeDataWarehouseIndustryLDM19Data(ownbyindividualsystemordepartment)Action(DeliverBusinessObjective)BusinessStrategyneeds(BaseonDifferentBusinessObjectives)Information(CentralizedatatosingleviewofCustomer…)ManagingCustomerRelationshipviaDataWarehouseinvariousBusinessStagesDatatoInformation:CollectDatafromdifferentsystemandbusinessorganizationbecomecentralizeview.Toempowercompanywidetohaveasingleviewofcustomerinformationandvalueinformation.Cangeneratevaryinglevelsofknowledge/awarenessofinformation.InformationsupportBusinessStrategyneeds:Crossdepartmentgeneratesamebusinessstrategy(withoutdepartmentallimitation.)BusinessStrategycanbeassignbyseniorVPorconductbybrain-stormingorworkshops.Ex.Gainmarketshare/GrowthandRetention/TimetomarketwithmarketdifferentiateviewBusinessStrategyneedsturntoActionBuildataskforceteambreaktraditionalorganizationviewDefinethosespecificbusinessstrategywithpropercommunicationchanneltoendcustomerFindaeasytooltogeneratetargetgroupofcustomerwithproperchanneltodeliverbusinessneeds.20TeradataCRMMeetsBusinessNeeds

CRMOpportunitiesIntheCustomerLifecycleAcquireNewCustomersDoyouknowwhatconstitutesagoodcustomer?Areyouusingcustomerlifestyle/lifestagedatatofindprospects?Canyoumatchcustomerstotherightproductsandservices?Doyouhavethecapabilitytousetheaboveknowledgealongwithyourcurrentprospectliststotargetyourmarketingefforts?

GrowtheRelationshipWhoareyourmostvaluablecustomersandwhataretheirattributes?Whatproductsdomycustomerspurchaseandwhatdotheycrossoverpurchase?Whatwillmycustomerswantnext?Whatproductpromotionsincreasedsales,transactionsize,frequencyandcrossover?Whatcommunicationsworked?Whoresponded?Howdidtheyrespond?Whatwastheirpostbehavioralactivity?RewardLoyaltyWhoaremymostloyalcustomersandwhatpromotionsaremosteffectiveforimpactingbehaviorandretention?Doyoutreatyourloyalcustomersdifferentlythanyourothers?Whenacustomertouchesyourbusiness,doyouhavethecapabilitytoengagethemwithtargetedmessages?Howdoyoudeterminethelevelofpersonalizationyougivetoyourcustomersandhowdoyoudeliverit?RetainCustomersWhichofyourprofitablecustomersareatriskofleaving?Whatarethebuyinghabitsofmybestcustomers?Areyoumatchingproductsandservicestotherightchannels?Canyoudetectbehavioraleventsandprovidetimelyandrelevantcustomercommunications?ImprovingDatabaseMarketing

byTCRMImplicationsReducestimetomarketLowerscampaigncostsandincreasesreturnImprovesstrategyachievementandcompanyimageReducesblinddecisionmakingEncouragesstepwiseprocessimprovementsMovesmissioncriticalprocessesinsidetheenterpriseBottomLineImpactsRevenuegrowthAttritionmanagementCustomeracquisitionCustomerprofitabilityCustomerlifetimevalueCampaignROI22E-Mail/FaxCallcenterStoreDirectMailKioskInternetMiddleTierApplicationServersMiddle-TierCoreApplicationProcessingProcessingControlsTouchpointinterfaceDBMSinterfaceDatabaseTierCustomerDataWarehouseApplicationMetadataRepositoryTouchpointDataRepositoryCustomerOperationalSystemsEventDetectionAgentsZero-AdministrationClientsClientTierCustomizableUserInterfaceApplicationCustomizationInbox/OutboxforscheduledjobsDataWarehouseRDBMSTeradataCRMN-TierArchitecture23KeyArchitectureandDesignPrinciplesMetadata-drivenenvironmentProvidesacustomapplicationwithoutcustomizingcodeMappabledatamodel,businessrules,privacypolicies,GUIcontrols,SQL;CustomerandPScustomizableThree-tierarchitectureClientTier,MiddleApplicationTier,DatabaseTierZero-adminclientClientsoftwarecanbeexecutedfromserver.HorizontalscalabilityN-Tierdesignallowsforincrementaladditionofapplicationservers,loadbalancing,andfailoversupportPoint-and-clickquerybuildingGUIsupportforgeneratingcomplexqueries,automatedSQLgenerationCustomizablesecuritycontrolRobustaccesscontrolanduser/groupmanagement24SystemArchitecture可擴展式資料倉儲建置方法論全球專案管理方法論知識管理系統方法論業務探索資訊探索系統架構設計邏輯資料模型實體資料模型資料轉換載入應用系統開發系統安裝測試系統性能測試系統容量規劃系統安全規劃資料備份方案系統運作管理預測模型設計教育訓練技術轉移專業服務總行各部處室解決方案架構平台使用者解決方案各種前端交易系統資料倉儲作業環境平台和磁碟陣列系統伺服器作業系統Teradata資料庫及工具金融業邏輯資料模型各式資訊存取工具Report(Brower)OLAPAdhocQueryDataMiningBusinessUserBranchDecisionMakerDepartment應用軟體系統個人化管理模組客戶利潤貢獻度衡量模組收益貢獻度分析模組客戶行為預測模組行銷活動管理模組事件式行銷模組產品分析模組CustomerAnalysisModule252000QuaeroCampaignManagement

SoftwareComparativeAnalysis(April2001)Sponsor:TheDirectMarketingAssociationCompetitionincludedover20topCRMcompaniesTeradataCRM:Winner

TeradataCRM:WinningAcclaim!2001DMReviewReadershipAwardWinnerinTwoCategories:CRM,andBusinessSolutions&AnalyticApplications(SecondConsecutiveYearForCRMAward)“TeradataCRM:FinalistintheCustomerAnalyticscategoryfor‘pioneeringproduct’functionalityFeb2001DataWarehousingInstitute2000NCDMExcellenceAwardFrom:DirectMarketingAssn.Jointawardw/Lowe’sCompaniesCriteria:“Ingenuity,CreativityandDramaticResultsinCRM〞2001CRMIndustryAwardBusinessIntelligence/CRMmagazineWinner:RoyalBankofCanadaUsingTeradataCategory:“ProjectoftheYear–LargeOrganization〞2000CRMExcellenceAwardTechnologyMarketingCorp.Forcontributionstotherefinementofcustomerrelationshipmanagement(CRM),

withemphasisontechnologicalinnovation2001BestPracticeAwardInstituteforManagementInformationSystems,receivedbyTeradataforCRMPerformanceatDeutschePost.Germany,October200126TeradataCRMCustomers

AroundtheWorld27Agenda

What’sCRM?ManagingCustomerValueByLifeCycle

TeradataCRMSolution-BriefTheapplicationofTeradaCRMSolutioninfinanceBusiness-ReferenceModelTCRMCaseStudyQ&A28HowdoesTeradataCRM

optimizebusinessflow?新行銷之規劃分析行銷活動回應追蹤分析行銷活動結果評估分析行銷活動通路最正确化分析歷史之對應趨勢維持活動模型管理行銷活動模型規劃行銷活動目標建立行銷活動預算管理2.設計每一策略內容與擇定執行方案3.執行方案4.分析與評估執行成效顧客往來產品分析顧客消費行為分析顧客根本屬性分析顧客餘額分析顧客區隔分析關係戶往來產品分析顧客忠誠度分析交又行銷模型規劃顧客持有產品時序分析1.規劃顧客關係發展策略與制定目標通路管理TeradataCRM顧客行為分析模組百分比分析模組產品關聯性分析模組特徵辨識模組顧客區隔交又分析模組TeradataCRM區隔模組行銷活動管理模組TeradataCRM行銷活動管理模組TeradataCRM行銷活動最正确化模組TeradataCRM行銷活動管理模組分析性模組評估分析報表29ToManageyourcustomers

-Digintotheirtransactionbehaviors運用「顧客行為分析」模組擬定分析條件選擇欲分析的顧客群體顧客消費行為分析結果擇定分析條件如：顧客層級、分析類別、分析衡量值、分析時間區段..擇定分析的客群，可組合多個不同的區隔條件以擷取分析客群區段..由分析結果可得知該客群的帳務或非帳務的交易狀況.擇定「顧客行為分析」以進行此主題分析分析各顧客群現階段及歷史趨勢其帳務交易狀況、非帳務交易狀況、顧客輪廓、餘額分佈狀況…30ToManageyourcustomers

-Understandmoreabouttheirproduct-holdingstatus擬定分析條件擇定分析條件如：顧客層級、產品層級、分析衡量值、分析時間區段..運用產品關聯性分析擇定「產品關聯性分析」以進行此主題分析選擇欲分析的顧客群體產品分析結果擇定分析的客群，可組合多個不同的區隔條件以擷取分析客群由分析結果可得知該客群持有產品的數量狀況、往來金額…等訊息.分析各顧客群現階段及歷史趨勢其往來產品種類、持有產品數量、產品營運量…等訊息

31ToManageyourcustomers

-Understandmoreabouttheirproduct-purchasingpattern…運用「產品購買時序分析」模組選擇欲分析的顧客群體擇定目標分析客群-可組合多個不同的區隔條件以擷取分析客群擬定分析條件擇定分析條件如：顧客層級、產品層級、分析時間區段..擬定主分析產品擬定關聯產品組合產品時序分析結果由此分析結果,可了解該群顧客於購買主分析產品與其它產品間的時序關係32ToManageyourcustomers

-SegmentyourcustomersandManagesegmentseffectively!分析各顧客區隔現階段及歷史趨勢其帳務狀況，各區隔可依貢獻度等級或其他各項條件組合進行區隔

區隔條件1建立行銷活動目標顧客區隔運用「區隔管理」模組擇定「區隔管理模組」以進行顧客區隔管理區隔條件1+2區隔條件1+2+3區隔條件1+2+….+N…儲存經諸多條件篩選後的顧客區隔以進行客群分析或行銷活動之用