现金贷款的商业策略

0,Beijing,Maythe12th2015,CommercialStrategiesforCashLoans现金贷款的商业策略,Customersarelookingfor客户总是会希望产品能够FLEXIBILITY有弹性,TrainingObjective培训目标,Thereare产品需要Easy方便Waystoprovideit,1,2,Letthecustomerhelpyoucreateyour“palette”ofofferings让客户来帮助你调制出理想的产品,Spanishteamintroduction西班牙团队介绍CLSpanishbusinessmodel西班牙的现金贷款模式BOBCFCsituation北银消费现金贷款现状Strategiesproposeddependingoncustomerssituation根据客户情况所制定的方案Conclusionsandactionplan结论及行动方案,培训内容TrainingContent,SpanishteamintroductionSCF西班牙团队介绍-桑坦德消费金融公司,SCFstartedasastand-alonedivisionin2001andcontinueditsexpansionthroughfurtheracquisitions桑坦德消费金融公司在2001年作为一个独立业务分支成立，随后通过一系列并购实现扩张,Managetotransformandconsolidate通过整合及转型TopursueOpportunities来挖掘机会,2001“KICKOFFTHEVISION”2001启动愿景,2002-2008“GROWANDBUILDPOSITIONINABOOMINGMARKET”2002-2008在快速膨胀的市场成长定位,2008-2013“SUSTAINEABLEMODELTHROUGHOUTTHECYCLE“2008-2013全周期可持续发展模型,SpanishteamintroductionOrganizationchart西班牙团队介绍组织机构图,CashLoansNataliaGalvn,Multichannel,MultichannelandCashLoans,Financingandsalesforce融资和销售,SalesForce,EXT.NETWORK,AUTO,DURABLESoutboundcallinordertoinformthecustomerandtotrytosolveit如有问题，联系客户解决Iftherequestisdenied:outboundcalltoinformthecustomer申请被拒，电话通知客户BOformalizesthecontractandtransfersthemoney.客户经理准备合同并转账Asmsissenttothecustomertoinformhimofthepayment短信通知客户入账Theamortizationplanissenttothecustomersaddress还款方案发送到客户邮寄地址BOarchivesthedocuments客户经理存档文件,客户,客户,NB新业务115M,Contracts合同数18.560,Increasenewcust.conversionratein6months2,5%,Portfolio贷款余额254M,Costs成本6.100,FideliBBDDSCF,Increasethenumberofcontractsreceivedaftercommitment.61%,Contractsreceivedok62%,Increasethenumberofinboundcalls0,5%,Shortercampaignstartuptime,Improvethesegmentation,Reducethenumberofnonfinishedapplications.降低业务未完成率1.4Million,Improvetheproduct,Departmentgoals部门目标,Externaldrivers外部驱动力,MkandProductDrivers市场与产品驱动力,CallcenterDrivers呼叫中心驱动力,Reducepostallettercosts,Committedinboundcalls80%,Improvecallcentersatmosphere,EfficientinboundcallstimeAHT更高的额度Diversifiedportfolio:贷款组合的多样化Highnumberofcustomerswithsmallticketsratherthansmallernumberofcustomerswithhighertickets.大的客户基数小的单笔额度，而不是小的客户基数大的单笔额度Ourriskexposureissplitamongawidenumberofgoodcustomers.我们的风险暴露因为大的客户基数而得到分散Veryrestrictivewithopenmarketstrategies:公开市场策略非常严格Directcustomersacquisitionisriskierthancrosssellingstrategies.Thiscustomers%oftotalCLoutstandingwillbealwayslow(nothigherthan20%).,Customeracquisition客户获取,Direct直销,Throughdealersandpartners通过经销商,BehaviortrackingbeforeaCLoffer行为分析,-,6months,Averageticket平均额度,180kRBM,36kRBM,CLportfoliooutstanding现金贷款余额,30%,5%,Before2008,-,-,-,-,Between2008-2011,Between2008-2011,Approvalcompetences审批权限,CommercialBranches分行审批,Risks(eithermanualorautomatic)风险部门审批,-,CLSpanishbusinessmodelConclusions西班牙现金贷款商业模型-结论,Asaresult,wehavea:综上,Diversifiedbusinessmodel多元化的商业模型,Sustainablebusinessmodel可持续的商业模型,CLSpanishbusinessmodelConclusions西班牙现金贷款商业模型-结论,TrainingContent,Spanishteamintroduction西班牙团队简介CLSpanishbusinessmodel现金贷西班牙业务模式BOBCFCsituation北银消费现状Strategiesproposeddependingoncustomerssituation由客户情况决定的战略Conclusionsandactionplan结论和行动计划,BOBCFCsituationTrainingobjectives北银消费现状-培训目标,Themainobjectiveistoknowsomewaystocombinebothproductsinordertofindanoptimummixforeachcustomer主要目的是知道一些结合两种产品的方法以便为每位客户找到一种最佳组合：,Customersarelookingforachoice,forFlexibility客户在寻找的是选择，是灵活性,BOBCFCsituationTrainingobjectives北银消费现状-培训目标,ToolstoofferFlexibility提供灵活性的工具,Graceperiods宽限期,Tenors期限,Pricepolicy价格政策,BOBCFCsituationTrainingobjectives北银消费现状-培训目标,Spanishteamintroduction西班牙团队简介CLSpanishbusinessmodel现金贷西班牙业务模式BOBCFCsituation北银消费现状Strategiesproposeddependingoncustomerssituation由客户情况决定的战略Conclusionsandactionplan结论和行动计划,TrainingContent培训内容,BESTCUSTOMERS最佳客户,POTENTIALLYTROUBLECUSTOMERS可能会有风险的客户,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,Wehavemadeaverysimplesegmentationbaseonthefollowingvariablesinordertosetupanad-hocstrategyforeachone:我们依据以下可变条件做了一个简单的划分，以便为每一组都建立一个对应的策略：,FIRSTPRODUCTPROPOSAL第一产品提议:Choosingrepaymentmethod选择还款方式:Sincetheverybeginning,thecustomersignthecontractknowingthat,in12monthtime,heisgoingtohavethechanceofconversionintoanamortizedloan.Thecustomerwillhave2optionsbeforethetenor:从最一开始，客户签合同时要知悉在12个月的时间内，他将有机会转换成为摊销还款贷款。客户在还款期限开始前将有两种选择：,NEWCUSTOMERS新客户,STRATEGY策略:MIXEDLOANS混合贷款,1,“Choicecommunication”couldbedonethroughdifferentchannels.“选择告知书”的送达可以以不同方式完成。,Itwontbenecessarytosignanothercontract不需要另外签订合同,Flexibility灵活性,Youcanalsoshorterinterest-onlypaymenttenor可缩短只还利息期限-betterperiod3or6months?3个月或者6个月比较好？,Thecustomercanalsopayapartoftheprincipalandconverttherestoftheprincipalintoanamortizedloan.客户可以选择支付一部分本金，然后将另外的本金转成摊销还款。,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,SECONDPRODUCTPROPOSAL第二产品提议:Standard6monthsPRADD到期一次性还本标准产品6个月+automaticconversionintoanamortizedloan自动转换为摊销还款(withdifferenttenors期限不同)afterthetenoriftheprincipalhasnotbeenpaid如果本金还未还完.,NEWCUSTOMERS新客户,STRATEGY策略:MIXEDLOANS混合贷款,1,-int,利息,利息,利息,利息,利息,Youcanalsoshortertheinterest-onlypaymenttenor可以缩短只还利息的期限-betterperiod3or6months?最好3或者6个月？,Interest-onlypaymentperiod只还利息阶段,Flexibility灵活性,Thecustomercanalsopayapartoftheprincipalandconverttherestoftheprincipalintoanamortizedloan客户也可以支付一部分本金，然后将剩余本金转换成摊销还款。,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,THIRDPRODUCTPROPOSAL第三产品提议:Increasingamortizedloan提高摊销贷款:6monthsPRADD6个月到期一次性还本+6monthsamortizedloanwithaverylowinstallment6个月摊销贷款但是每期金额较小+6monthwithahigherinstallmentandsoon.6个月摊销还款但是每期金额较大,NEWCUSTOMERS新客户,1,Theinstallmentswoulddependoncustomersneeds,theamount,theperiod.每期还款金额，期限可以取决于客户的需要。,1,2,3,4,5,6,7,8,9,10,11,12,Month月,0,+Ppal本金,-int,利息,利息,利息,利息,利息,13,14,15,16,17,18,STRATEGY策略:MIXEDLOANS混合贷款,Thisproductisriskiersothetargetshouldbecustomerswithincreasingincomeexpectationsashighpotentialgraduates,etc.此产品风险性较大，所以目标客户应该有收入增长的预期，比如潜力很大的毕业生等。,Flexibility灵活性,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,FOURTHPRODUCTPROPOSAL第四产品提议:Seasonalamortizedloan季节性摊销贷款:amortizedloanwithalowinstallmentduringsomemonthsoftheyearandwithahighinstallmentsinthosemonthsthataremoreconvenientforeachcustomer在每年的某些月每期小金额摊销贷款，在其他客户认为合适的月份进行每期稍大金额的还款：,NEWCUSTOMERS新客户,1,-Theseasonallywoulddependoncustomersneeds.季节性定义取决于客户的需求。,1,2,8,9,12,1,2,.,8,Month月,0,+Ppal本金,-int,利息,利息,利息,本金,本金,本金,本金,9,.,12,STRATEGY策略:MIXEDLOANS混合贷款,-int,利息,本金,本金,利息,本金,利息,本金,利息,本金,利息,本金,利息,本金,-int,利息,本金,本金,利息,本金,利息,本金,利息,本金,-,Thisproductwouldbeveryconvenientforthosecustomersthatareselfemployedandwhoseincomesdependdirectlyontheproductionsoldinaspecificperiodoftheyear.此产品将会给特定人群带来很大的便捷，比如个体户和在每年特定时期，收入与生产产出紧密结合的人群。,Flexibility灵活性,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,FIFTHPRODUCTPROPOSAL第五产品提议:Directamortizedloan直接摊销贷款.Isthecustomertheonethatdecidesthetenor,lookingforaninstallmentthatcanmeethisneeds.客户自己决定还款期限，寻找适合他自己的分期。,Thetenorcouldchangeduringthelifeoftheproduct,and,asaresult,theinstallmentcanbehigherorlowerdependingoncustomerneeds.还款期限可以在产品生命周期内变更，所以每期还款额可以依据客户需求高或者低。,Lifeinsurancedocuments寿险资料,+Ppal本金,Theloancanbeofferwithalifeinsuranceincluded.Inthiscase,thecustomerhastosignaseparatecontractandtheprincipalwillbehigherastheamountofthelifeinsuranceisaddedtotheprincipal.可以与寿险同时提供此贷款。这样，客户需要另外签署一份合同，本金可能会变多，因为寿险部分也看作是本金的一部分。,NEWCUSTOMERS新客户,1,STRATEGY策略:MIXEDLOANS混合贷款,Flexibility灵活性,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,-int,利息,利息,利息,利息,利息,1,2,10,11,Month月,0,+Ppal本金,CLOffer+contr现金贷提议+合同,CLOfferletterexample现金贷提议举例,Thisstrategyconsistsofofferingtothecustomerthechancetochoosebetweenoneofthefollowingoptions此策略可以为客户提供在以下选项里选择的机会:1stoption第一选择:payingthetotalamountattheendoftheperiod.在期末支付全额。2ndoption第二选择:renewingtheloanbutbecomeitintoanamortizedloanwithdifferenttenorsinordertomeethisspecificneeds审查贷款将其转化成摊销贷款，但是还款期限不同为了满足客户特殊的需求:Tenor1Example期限一举例:12months12个月Tenor2-Example期限二举例:24months24个月Tenor3-Example期限三举例:36months36个月Ifthecustomerchoosesthisoption,hastosignanewcontract.选此方案，需签新合同。Theprocesswillbemoreefficientiftheofferissentwiththecontractsenclosed若将合同与提案同时寄出，则流程更高效。Theoffercanbedifferentdependingonthesegment.产品提案可以根据客户群不同而不同。,ACTIVEPRADDGOODCUSTOMERS活跃的到期一次性还本优质客户,STRATEGY策略：PRADDCONVERSIONCHANCE到期一次性还本转化机会,2,利息,12,-Ppal,-int,利息,利息,利息,利息,.,.,24,36,本金,本金,本金,本金,本金,利息,1stoption第一选择,2ndoption第二选择,Communicationexamples,Flexibility灵活性,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,OfferingalowerinterestratethantheinterestratethatispayingifheconvertshisPRADD.若同意转换，则提供比PRADD低的利息,Increasinginterestratepolicies提高利息政策:thesooneryouconvertyourloanthelowertheinterestwillbeapplied.越早转换，利息越低。,-int,利息,利息,利息,利息,利息,利息,利息,利息,利息,利息,利息,1,2,.,.,12,1,2,3,4,5,6,7,-Ppal,Month月,0,+Ppal本金,ThisstrategyconsistsofpersuadingthecustomertoconverthisPRADDintoanamortizedloanassoonaspossible.Thecommercialofferwouldinclude3differenttenorsinordertomeethisspecificneeds此策略旨在说服客户尽可能将到期一次性还本转换为摊销贷款。销售提案可包含3种不同期限以满足特殊需求：Tenor1Example期限一举例:12months12个月Tenor2-Example期限二举例:24months24个月Tenor3-Example期限三举例:36months36个月Ifthecustomerchoosesthisoption,hastosignanewcontract.选此方案，需签新合同。Theprocesswillbemoreefficientiftheofferissentwiththecontractsenclosed若合同与提案同时寄出，则流程更高效。Theoffercanbedifferentdependingonthesegment.产品提案可以根据客户群不同而不同。Inorderachieveit,wehavedifferentoptionstobeuseas“heater”为了达成我们可采取的方式:,ACTIVEPRADDTROUBLECUSTOMERS活跃的到期一次性还本问题客户,STRATEGY策略：PRADDCONVERSIONOFFER到期一次性还本转化提议,3,-int,利息,利息,利息,利息,8,9,10,11,12,1stCLOffer+contracts第一份提案和合同,PRADDsrenewalPRADD贷款更新,2ndCLOffer+contracts第二份提案和合同,3rdCLOffer+contracts第三份提案和合同,-Ppal,?,Communicationexamples,CLOfferletterexample现金贷提议举例,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,Thisstrategyconsistsofofferingapre-approvedamortizedloan.Thisisthebestcustomerprofile,arereallycustomertrustfulcustomersandwantthemtocontinueworkingwithus,wewanttheirloyalty,soweshouldofferthemsomethingdifferent,somethingspecial此策略旨在提供一个预批准摊销贷款。客户需要选择有好条件的并且值得我们信任的，想继续和他们做下去，想取得他们的忠诚度，所以我们应该为他们提供一些特殊的产品:Pre-approvedloan.预批准贷款Completelypersonalizecommunication.完全个性化沟通Lowerinterestrate.低利率Personalizedcontractsenclosed.个性化合同Theoffercanbedifferentdependingonthesegment.提案可根据客户的不同而不同。Spanishcorebusiness,pre-approvedoffers.西班牙核心业务，预批准提案。Thesuccessrateinthissegmentcouldreachthe20%percampaign.在每次推广后这类客户的转换成功率能达到20%左右。,INACTIVEPRADDGOODCUSTOMERS不活跃到期一次性还本优质客户,STRATEGY策略：PRE-APROVEDOFFER预批准提议,4,-int,利息,利息,利息,利息,利息,利息,利息,利息,利息,利息,利息,1,2,3,4,5,6,7,8,9,10,11,12,-Ppal,month,0,+Ppal本金,13,CLOffer+contracts现金贷提案和合同,Communicationexamples,CLOfferletterexample现金贷提议举例,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,INACTIVEPRADDTROUBLECUSTOMERS不活跃到期一次性还本问题客户,STRATEGY策略：NONPRE-APROVEDOFFER非预批准提案,5,-int,利息,利息,利息,利息,利息,利息,利息,利息,利息,利息,利息,1,2,3,4,5,6,7,8,9,10,11,12,-Ppal,Month月,0,+Ppal,-int,利息,利息,利息,利息,利息,13,14,15,16,17,18,CLOffer现金贷提议,-Ppal,Thisstrategyconsistsofofferinganonpre-approvedamortizedloan.Thisisalsoagoodcustomerprofile.Thesecustomersarenosotrustfulasthepreviousones,butmaybeaftergettingmoreinformationofthem(checkingtheircurrentprofessionalsituation,etc.)wecouldapprovetheirloanapplication.此策略旨在提供非预批准摊销贷款。这也需要客户背景要好。我们对他们不像对前面的那些那样充满信任，但是或许得到他们更多的信息后（比如目前的职业状况等）我们会批准他们的贷款申请。Thecommunicationshouldbeorientedtoencouragethemtoapplyforaloan.Asanexample,itwouldbeagoodideatoofferthemanspecificamountwith3differenttenorsavailabletillagivendate,withadeadline.与他们的沟通要多鼓励他们申请贷款。例如，为他们提供一款有三种还款期限可选的特定时间内的贷款。Weknowthem,soagainthecommunicationshouldbe我们了解他们，所以沟通应该:Completelypersonalizecommunication.完全个性化Theoffercanbedifferentdependingonthesegment.产品可以根据客户不同而不同-10%oftheSpanishnewbusiness,nonpre-approvedoffers西班牙10%的新业务为此类Thesuccessrateinthissegmentcouldreachthe20%percampaign(dependingontheapprovalrate).在每次推广后这类客户的转换成功率能达到20%左右。（取决于批准率）,18,20,Communicationexamples,CLOfferletterexample现金贷提议举例,Strategiesproposeddependingoncustomerssituation由客户情况决定的战略,Spanishteamintroduction西班牙团队简介CLSpanishbusinessmodel现金贷西班牙业务模式BOBCFCsituation北银消费现状Strategiesproposeddependingoncustomerssituation由客户情况决定的战略Conclusionsandactionplan结论和行动计划,TrainingContent培训内容,Conclusionsandactionplan结论和行动计划,Conclusionsandactionplan结论和行动计划,Conclusionsandactionplan结论和行动计划,Customersarelookingfor客户总是会希望产品能够FLEXIBILITY有弹性,TrainingObjective培训目标,Thereare产品需要Easy方便Waystoprovideit,1,2,THANKYOU!谢谢！,45,Mailingpreapprovedcontract