Foundation for Differentiated CRM.ppt

CustomerSegmentation FoundationforDifferentiatedCRM WilsonLo HeadofBusinessPlanning CRMConsumerBanking HongKong DBS AbundanceofCRMFiasco ProjectedBenefitsandReturnsnotthereLowto no usageNotinpacewithchangingbusinessneedsQualitativeCreativitystillpredominant DataWarehouse Front endPlatform Analytics ProgramLearning TheGreatExpectation CRM StrategyforRelationshipBuilding CRMLifecycleGrowthStrategy LifetimeRelationshipManagementServicingStrategyEnablerStrategy CustomerStrategy BusinessObjective CustomerAnalyticsforDevelopingCRM CRMSuccessFactorsDifferentcustomershavedifferentneedsUnderstandyourcustomersServethemastheywish SegmentationDynamicModelingAnnotatecustomercharacteristicsCovertheentirecustomerbase NoOneSchemeFitsAll Product TransactionUsage Behaviour Value Based SegmentsofOne KnowledgeofCustomers High Low NumberofSegments Few Many Needs Based Segmentation KnowYourCustomers ConventionalHomogeneouswithinSegmentandHeterogeneousamongSegmentsStableBalanceddistributionMono dimensionalInternallyfocused fordataavailability DynamicBothhomogeneousandHeterogeneousBUTActionableEvolvingHierarchical Pigeon holeMulti dimensionalTotalCustomerView incorporatingexternaldata DynamicSegmentation acontinuousandever evolvingprocess MoreSegmentswillbegenerated SomeSegmentswillbecomeobsolete CustomerNeedsareEver changing ANewPracticalCourse AttributesMulti DimensionalAccessibleHeterogeneousEvolvingActionable DynamicSegmentationinPractice itchanges growsasBusinessContextvaries SegmentationhasitsownLifecycle Stage2 BehaviouralStage3 Needs based Segmentation ModelingforCRMProgram StructuredTripleACRMLifecycleModel AcquisitionCustomer centricEliminatethe Irrelevant Anti AttritionMicro analysistoidentifyTriggerPredictiveModel Stage3forAnti Attrition Stage3forActivation IntelligentCustomer SalesPlatform CampaignMgtTool LegacySystems UnfoldingtheTechnicalEnablers Datamart OtherChannels CRMPracticesDynamicSegmentationPigeon holeTargetingPortfolioStrategyContactManagement WealthManagementInvestmentProneProfilingPortfolioProfitabilityAnalysisKnowledge basedSelling CreditRiskProductsRisk basedAnalyticModelLoanCustomersProfilingOptimizationModel ProfitabilityProductProfitabilityCustomerProfitabilityCustomerValueModel Current LifetimeHolisticProfitView UseDatatobuildCRMAnalytics RelationshipandLoyaltyBuildingwithEveryContact IntelligentSalesLeads AnalyticFramework UtilizingKnowledgeinCustomerContact Acquisition FocusingtheRelevant BeforeTripleAModel WithTripleAModel CustomersAcquiredhasdoubled LowContribution AdditionalProductPotential ProfileMatching NearestSegment PlanUpsellProgram 15 MigratedtoaHigherValueSegment IncreaseSegmentValue whentheSegmentProfilestillholds DevelopRelationshipwiththeAffluentTechnocrats oneofthe100Segments ActivationSegmentProfileasActivationDriverProgramscanbeResponsivebutSystematic ProductGapSellingwithSegmentCloning IdeaGeneration SelectAppropriateMicro Segment ElectronicSalesLeads ApplicabilityofTripleAProgram InterimReview First48Hours SelectChannelbasedonPreference Daily WeeklyProgramMIS CustomerPurchase ImprovementwithStructuredCA revitalizeEnd to EndCampaignProcess Responseupby4 6TimesCustomerCentric CustomerIntelligenceasFoundation CustomerValueModel DisciplineRelevan