著名DM公司：NCR香港星辰银行客户细分方案(ppt 16)

CustomerSegmentation:FoundationforDifferentiatedCRMWilsonLo,HeadofBusinessPlanning&CRMConsumerBanking,HongKong,DBSAbundanceofCRMFiasco•ProjectedBenefitsandReturnsnotthere•Lowto“no”usage•Notinpacewithchangingbusinessneeds•QualitativeCreativitystillpredominantDataWarehouseCRMInitiativesFront-endPlatformAnalyticsProgramLearningTheGreatExpectationCRM-StrategyforRelationshipBuildingRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioning03-6monthsExtendintolife-timeCRMLifecycle•GrowthStrategy-LifetimeRelationshipManagement•ServicingStrategy•EnablerStrategyCustomerStrategy&BusinessObjectiveRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioningSegmentation03-6monthsExtendintolife-timeCustomerAnalyticsforDevelopingCRMCRMSuccessFactors•Differentcustomershavedifferentneeds•Understandyourcustomers•ServethemastheywishSegmentation•DynamicModeling•Annotatecustomercharacteristics•CovertheentirecustomerbaseNoOneSchemeFitsAllProductTransactionUsageBehaviourValue-BasedSegmentsofOneKnowledgeofCustomersHighLowNumberofSegmentsFewManyNeeds-BasedSegmentation-KnowYourCustomersConventional•HomogeneouswithinSegmentandHeterogeneousamongSegments•Stable•Balanceddistribution•Mono-dimensional•Internallyfocused(fordataavailability)Dynamic•BothhomogeneousandHeterogeneousBUTActionable•Evolving•Hierarchical-Pigeon-hole•Multi-dimensional•TotalCustomerView-incorporatingexternaldataDynamicSegmentationSegmentationModels…acontinuousandever-evolvingprocessMoreSegmentswillbegeneratedSomeSegmentswillbecomeobsoleteCustomerNeedsareEver-changingANewPracticalCourseAttributes•Multi-Dimensional•Accessible•Heterogeneous•Evolving•ActionableDynamicSegmentationinPractice…itchanges/growsasBusinessContextvariesCustomerBaseStage1Stage1Stage2Stage2Stage2Stage2Stage3Stage3Stage3Stage3Stage3Stage3Stage3Stage3Around100MicroSegmentsSegmentationhasitsownLifecycleStage2=BehaviouralStage3=Needs-basedSegmentation&ModelingforCRMProgramStructuredTripleACRMLifecycleModelStage2forAcquisitionStage2Stage2Stage3Stage3Stage3Stage3DynamicSegmentationAcquisition•Customer-centric•Eliminatethe“Irrelevant”Anti-Attrition•Micro-analysistoidentifyTrigger•PredictiveModelDynamicSegmentationCRMModelCatchingtheRightCustomerattheRightTime+=Stage3forAnti-AttritionStage3forActivationIntelligentCustomer/SalesPlatformModelingTeradataCampaignMgtToolExternalDataCustomerDataLegacySystemsUnfoldingtheTechnicalEnablersDatamartOtherChannelsCRMPractices•DynamicSegmentation•Pigeon-holeTargeting•PortfolioStrategy•ContactManagementWealthManagement•InvestmentProneProfiling•PortfolioProfitabilityAnalysis•Knowledge-basedSellingCreditRiskProducts•Risk-basedAnalyticModel•LoanCustomersProfiling•OptimizationModelProfitability•ProductProfitability•CustomerProfitability•CustomerValueModel-Current&Lifetime•HolisticProfitViewUseDatatobuildCRMAnalyticsTeradataPre-SalesPlanningMulti-dimensionalCustomerAnalyticsIdentifyObjectionorAlternateProductCallManagementFinger-tipIntelligenceFacilitate“Personalised”ScriptCaptureCustomerPreferenceIntegrationCustomerProfileUpdateRevisedCustomerProfile-nextDynamicSegmentationRelationshipandLoyaltyBuildingwithEveryContactIntelligentSalesLeadsAnalyticFrameworkUtilizingKnowledgeinCustomerContactAcquisition-FocusingtheRelevantJanFebMarAprMayJuneJulyAugSeptOctNovDecBeforeTripleAModelWithTripleAModelCustomersAcquiredhasdoubledLowContributionAdditionalProductPotentialProfileMatching-NearestSegmentPlanUpsellProgram15%MigratedtoaHigherValueSegmentIncreaseSegmentValue…whentheSegmentProfilestillholdsDevelopRelationshipwiththeAffluentTechnocrats-oneofthe100SegmentsActivation•SegmentProfileasActivationDriver•ProgramscanbeResponsivebutSystematic•ProductGapSellingwithSegmentCloningIdeaGenerationSelectAppropriateMicro-SegmentElectronicSalesLeadsApplicabilityofTripleAProgramInterimReview(First48Hours)SelectChannelbasedonPreferenceDaily&WeeklyProgramMISCustomerPurchaseImprovementwithStructuredCAFromoverXWeekstoYDays…revitalizeEnd-to-EndCampaignProcess•Responseupby4-6Times•CustomerCentricCustomerIntelligenceasFoundationCustomerValueModelDisciplineRelevantApplicationofEnablersBusinessProcessIntegration&TeamWorkAnalyticsDynamicnotStatic…besensitivetoBusinessChangesCustomerIntelligence~Enjoyable&Rewarding~CRMApplications