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按一下以編輯母片標題樣式,*,按一下以編輯母片,第二層,第三層,第四層,第五層,Customer Segmentation:Foundation for Differentiated CRM,Wilson Lo, Head of Business Planning & CRM,Consumer Banking, Hong Kong, DBS,Abundance of CRM Fiasco,Projected Benefits and Returns not there,Low to “no” usage,Not in pace with changing business needs,Qualitative Creativity still predominant,Data Warehouse,CRM Initiatives,Front-end Platform,Analytics,Program Learning,The Great Expectation,1,CRM - Strategy for Relationship Building,Retention,Acquisition,New Customer Management,Customer Relationship Management,Repositioning,0,3-6,months,Extend into,life-time,CRM Lifecycle,Growth Strategy - Lifetime Relationship Management,Servicing Strategy,Enabler Strategy,Customer Strategy,&,Business Objective,2,Retention,Acquisition,New Customer Management,Customer Relationship Management,Repositioning,Segmentation,0,3-6,months,Extend into,life-time,Customer Analytics for Developing CRM,CRM Success Factors,Different customers have different needs,Understand your customers,Serve them as they wish,Segmentation,Dynamic Modeling,Annotate customer characteristics,Cover the entire customer base,3,No One Scheme Fits All,Product,Transaction Usage,Behaviour,Value- Based,Segments of One,Knowledge of Customers,High,Low,Number of Segments,Few,Many,Needs- Based,4,Segmentation - Know Your Customers,Conventional,Homogeneous within Segment and Heterogeneous among Segments,Stable,Balanced distribution,Mono-dimensional,Internally focused (for data availability),Dynamic,Both homogeneous and Heterogeneous BUT Actionable,Evolving,Hierarchical - Pigeon-hole,Multi-dimensional,Total Customer View - incorporating external data,5,Dynamic Segmentation,Segmentation,Models,Segment Performance,Changing Business Needs, a continuous and ever-evolving process,More Segments will be generated,Some Segments will become obsolete,Customer Needs are Ever-changing,A New Practical Course,Attributes,Multi-Dimensional,Accessible,Heterogeneous,Evolving,Actionable,6,Dynamic Segmentation in Practice, it changes/grows as Business Context varies,Customer Base,Stage 1,Stage 1,Stage 2,Stage 2,Stage 2,Stage 2,Stage 3,Stage 3,Stage 3,Stage 3,Stage 3,Stage 3,Stage 3,Stage 3,Around 100 Micro Segments,Segmentation has its own Lifecycle,Stage 2 = Behavioural,Stage 3 = Needs-based,7,Segmentation & Modeling for CRM Program,Structured Triple A CRM Lifecycle Model,Stage 2,for Acquisition,Stage 2,Stage 2,Stage 3,Stage 3,Stage 3,Stage 3,Dynamic,Segmentation,Acquisition,Customer-centric,Eliminate the “Irrelevant”,Anti-Attrition,Micro-analysis to identify Trigger,Predictive Model,Dynamic Segmentation,CRM Model,Catching the Right Customer at the Right Time,+,=,Stage 3,for,Anti-Attrition,Stage 3,for,Activation,8,Intelligent Customer/ Sales Platform,Modeling,Teradata,Campaign Mgt Tool,External,Data,Customer,Data,Legacy Systems,Unfolding the Technical Enablers,Datamart,Other Channels,9,CRM Practices,Dynamic Segmentation,Pigeon-hole Targeting,Portfolio Strategy,Contact Management,Wealth Management,Investment Prone Profiling,Portfolio Profitability Analysis,Knowledge-based Selling,Credit Risk Products,Risk-based Analytic Model,Loan Customers Profiling,Optimization Model,Profitability,Product Profitability,Customer Profitability,Customer Value Model - Current & Lifetime,Holistic Profit View,Use Data to build CRM Analytics,Teradata,10,Pre-Sales Planning,Multi-dimensional Customer Analytics,Identify Objection or Alternate Product,Call Management,Finger-tip Intelligence,Facilitate “Personalised” Script,Capture Customer Preference,Integration,Customer Profile Update,Revised Customer Profile - next Dynamic Segmentation,Relationship and Loyalty Building with Every Contact,Intelligent Sales Leads,A n a l y t i c F r a m e w o r k,Utilizing Knowledge in Customer Contact,11,Acquisition - Focusing the Relevant,Before Triple A Model,With Triple A Model,Customers Acquired has doubled,For Illustrative Purpose,12,Low Contribution,Additional Product Potential,Profile Matching - Nearest Segment,Plan Upsell Program,15% Migrated to a Higher Value Segment,Increase Segment Value, when the Segment Profile still holds,Develop Relationship with the,Affluent Technocrats,- one of the 100 Segments,Activation,Segment Profile as Activation Driver,Programs can be Responsive but Systematic,Product Gap Selling with Segment Cloning,13,Idea Generation,Select Appropriate Micro-Segment,Electronic Sales Leads,Applicability of Triple A Program,Interim Review (First 48 Hours),Select Channel based on Preference,Daily & Weekly Program MIS,Customer Purchase,Improvement with Structured CA,From over X Weeks to Y Days, revitalize End-to-End Campaign Process,Response up by 4-6 Times,Customer Centric,14,Customer Intelligence as Foundation,Customer Value Model,Discipline,Relevant Application of Enablers,Business,Process,Integration,& Team Work,Analytics,Dynamic,not,Static, be sensitive to Business Changes,Customer Intelligence,15, Enjoyable & Rewarding ,CRM Applications,16,
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