着名DM公司NCR香港星辰银行客户细分方案(1)

CustomerSegmentation:FoundationforDifferentiatedCRMWilsonLo,HeadofBusinessPlanning&CRMConsumerBanking,HongKong,DBS1AbundanceofCRMFiasco•ProjectedBenefitsandReturnsnotthere•Lowto“no”usage•Notinpacewithchangingbusinessneeds•QualitativeCreativitystillpredominantDataWarehouseCRMInitiativesFront-endPlatformAnalyticsProgramLearningTheGreatExpectation2CRM-StrategyforRelationshipBuildingRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioning03-6monthsExtendintolife-timeCRMLifecycle•GrowthStrategy-LifetimeRelationshipManagement•ServicingStrategy•EnablerStrategyCustomerStrategy&BusinessObjective3RetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioningSegmentation03-6monthsExtendintolife-timeCustomerAnalyticsforDevelopingCRMCRMSuccessFactors•Differentcustomershavedifferentneeds•Understandyourcustomers•ServethemastheywishSegmentation•DynamicModeling•Annotatecustomercharacteristics•Covertheentirecustomerbase4NoOneSchemeFitsAllProductTransactionUsageBehaviourValue-BasedSegmentsofOneKnowledgeofCustomersHighLowNumberofSegmentsFewManyNeeds-Based5Segmentation-KnowYourCustomersConventional•HomogeneouswithinSegmentandHeterogeneousamongSegments•Stable•Balanceddistribution•Mono-dimensional•Internallyfocused(fordataavailability)Dynamic•BothhomogeneousandHeterogeneousBUTActionable•Evolving•Hierarchical-Pigeon-hole•Multi-dimensional•TotalCustomerView-incorporatingexternaldata6DynamicSegmentationSegmentationModels…acontinuousandever-evolvingprocessMoreSegmentswillbegeneratedSomeSegmentswillbecomeobsoleteCustomerNeedsareEver-changingANewPracticalCourseAttributes•Multi-Dimensional•Accessible•Heterogeneous•Evolving•Actionable7DynamicSegmentationinPractice…itchanges/growsasBusinessContextvariesCustomerBaseStage1Stage1Stage2Stage2Stage2Stage2Stage3Stage3Stage3Stage3Stage3Stage3Stage3Stage3Around100MicroSegmentsSegmentationhasitsownLifecycleStage2=BehaviouralStage3=Needs-based8Segmentation&ModelingforCRMProgramStructuredTripleACRMLifecycleModelStage2forAcquisitionStage2Stage2Stage3Stage3Stage3Stage3DynamicSegmentationAcquisition•Customer-centric•Eliminatethe“Irrelevant”Anti-Attrition•Micro-analysistoidentifyTrigger•PredictiveModelDynamicSegmentationCRMModelCatchingtheRightCustomerattheRightTime+=Stage3forAnti-AttritionStage3forActivation9IntelligentCustomer/SalesPlatformModelingTeradataCampaignMgtToolExternalDataCustomerDataLegacySystemsUnfoldingtheTechnicalEnablersDatamartOtherChannels10CRMPractices•DynamicSegmentation•Pigeon-holeTargeting•PortfolioStrategy•ContactManagementWealthManagement•InvestmentProneProfiling•PortfolioProfitabilityAnalysis•Knowledge-basedSellingCreditRiskProducts•Risk-basedAnalyticModel•LoanCustomersProfiling•OptimizationModelProfitability•ProductProfitability•CustomerProfitability•CustomerValueModel-Current&Lifetime•HolisticProfitViewUseDatatobuildCRMAnalyticsTeradata11Pre-SalesPlanningMulti-dimensionalCustomerAnalyticsIdentifyObjectionorAlternateProductCallManagementFinger-tipIntelligenceFacilitate“Personalised”ScriptCaptureCustomerPreferenceIntegrationCustomerProfileUpdateRevisedCustomerProfile-nextDynamicSegmentationRelationshipandLoyaltyBuildingwithEveryContactIntelligentSalesLeadsAnalyticFrameworkUtilizingKnowledgeinCustomerContact12Acquisition-FocusingtheRelevantJanFebMarAprMayJuneJulyAugSeptOctNovDecBeforeTripleAModelWithTripleAModelCustomersAcquiredhasdoubled13LowContributionAdditionalProductPotentialProfileMatching-NearestSegmentPlanUpsellProgram15%MigratedtoaHigherValueSegmentIncreaseSegmentValue…whentheSegmentProfilestillholdsDevelopRelationshipwiththeAffluentTechnocrats-oneofthe100SegmentsActivation•SegmentProfileasActivationDriver•ProgramscanbeResponsivebutSystematic•ProductGapSellingwithSegmentCloning14IdeaGenerationSelectAppropriateMicro-SegmentElectronicSalesLeadsApplicabilityofTripleAProgramInterimReview(First48Hours)SelectChannelbasedonPreferenceDaily&WeeklyProgramMISCustomerPurchaseImprovementwithStructuredCAFromoverXWeekstoYDays…revitalizeEnd-to-EndCampaignProcess•Responseupby4-6Times•CustomerCentric15CustomerIntelligenceasFoundationCustomerValueModelDisciplineRelevantApplicationofEnablersBusinessProcessIntegration&TeamWorkAnalyticsDynamicnotStatic…besensitivetoBusinessChangesCustomerIntelligence16~Enjoyable&Rewarding~CRMApplications