银行学会客户经理管理培训教材

1、Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe SAS Solutions for CRMCopyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyTopicsCRM MarketCustomer Intelligence & the CRM Business ProcessCRM Archi

2、tectureCRM ApplicationsThe SAS Solutions for CRM2Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyWhat is CRM?A shift in emphasis from: Mass to individualProduct to customerAcquisition to retentionFunction to experience Shareholders to customersA Str

3、ategic Initiative that enables a company to become customer centric. Key components include people, process and technology. 3Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyI dont have long term profitable relationships with my customersI am unable

4、to identify my most valuable or highest potential customersI am not effectively creating value and cross selling opportunities for these customersI have low customer retention and loyaltyCRM Business Problems4Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal

5、use onlyHow Can SAS Help You?Built on 25 years in customer analysis, the SAS Solutions for Customer Relationship Management provides the customer intelligence you need to maximize the profitability of your customer relationships.The SAS Solutions for CRM will help your company: n360 degree customer

6、viewnSegment & Target your most Valuable CustomersnAnalyze and ProfilenContinuously Learn5Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyCRM Business Flow:The Role of Customer Intelligence6Copyright 2003, SAS Institute Inc. All rights reserved.

7、Company confidential - for internal use onlyThe Role of Customer Intelligence:Strategic Focus7Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence: Strategic FocusFocus resourcesFocus investmentFocus on right customer gr

8、oups services products channels aspects of qualityCustomer base is an AssetCommunicate objectives to the business8Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence: Strategic FocusHow is a customer defined?Who owns th

9、e customer? What are my key customer groups ? How much should I invest in different customer groups?What realistic targets should I set to ensure profitability? How much should I invest in my channels? - the internet?Best practice - who is recruiting the best customers?What is the value of the custo

10、mer asset?How many of my top customers could I lose before taking a loss?Would I know if a competitor was stealing my best customers ? Could I react appropriately?Sample Questions9Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer

11、Intelligence:Targeting & Positioning10Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence: Targeting & Positioning Customer profitability analysis Churn/retention analysis Customer behavior analysis Segmentation

12、 and targeting Customer profilingTechniques11Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence: Targeting & PositioningHow should my segments be defined? When should I sell?Which customers are likely to leave?Whic

13、h customers are more likely to respond ? Which communication channel should I use?Whats the expected response rate? Which product combinations and product features do customers want? Sample QuestionsWhich customers are good candidates for cross or up selling?What is the customer potential / life tim

14、e value ?Can I customize offerings based on needs, preferences and profitability? 12Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence:Operational Effectiveness13Copyright 2003, SAS Institute Inc. All rights reserved.C

15、ompany confidential - for internal use onlyThe Role of Customer Intelligence:Operational EffectivenessResource forecastingDemand forecastingSkills profilingService level settingResource optimizationDeployment of decision support information to the front officeDeployment of information to the custome

16、rTechniques14Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence:Operational EffectivenessWhat skills should be available? Am I achieving service levels?How should I divide resources across customer groups? How should I

17、 divide resources across channels?What capacity should I purchase? Which service and channels are being used and by whom?Can I effectively allocate resources based on customer value?What resources should I allocate throughout the day (and night)?Best practice - who is delivering the best service?Sam

18、ple Questions15Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer IntelligenceLearning Focus16Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe Role of Customer Intelligence: Mea

19、surement Life-time value Share of customer Retention / Attrition rates Length of relationship Cross-selling ratio Customer profitability Customer value index Customer response rateSample Metrics17Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe R

20、ole of Customer Intelligence:MeasurementHow satisfied are our customers with our product/service? How many customers do I have?Is the lifetime value (future potential) of my customer base going up or down? - by how much? Which sales/marketing channels are most effective?What was the response rate -

21、How did it compare to target?How many times are my customers being contacted?Which customers are moving between segments? How many times has this customer contacted us?How many new customers do I have?What is the rate of customer defection?What was the conversion rate - How did it compare to target?

22、Sample Questions18Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyCustomer Intelligence & The CRM Business ProcessStrategic FocusTargeting andpositioningMeasurementOperationalEffectivenessData cleaningEnsure data qualityIntegrationDe-duplication

23、EnhancementdrilldownAnalyseWebVisualiseData Miningslice& dicePlace the customer at the centre of the decision making processRight people, right channel, right time, right offer to build long term mutually beneficial relationshipsAligning investment and resources to market opportunities and requi

24、rementsMonitoring success and reporting back to the business to create an agile learning enterpriseDoing things right, deploying resource to match customer demand and value19Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyCRM Business Flow:The Role

25、of Customer IntelligenceAligning investment and resources to market opportunities and requirementsRight people, right channel, right time, right offer to build long term mutually beneficial relationshipsPlace the customer at the centre of the decision making processDoing things right, deploying reso

26、urce to match customer demand and valueMonitoring success and reporting back to the business to create an agile learning enterprise20Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlySAS CRM Solution Architecture 21Copyright 2003, SAS Institute Inc. A

27、ll rights reserved.Company confidential - for internal use onlySAS CRM Solution Architecture 22Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlySAS CRM Solution Architecture 23Copyright 2003, SAS Institute Inc. All rights reserved.Company confidentia

28、l - for internal use onlySAS CRM Solution Architecture 24Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyCRM Application Space25Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyThe SAS Solutions for

29、CRMThe SAS Solution for Enterprise Marketing AutomationeCRM: The SAS Solution for eCRMAnalytical CRM Solutions by Industry26Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyWhy SAS?nProven experience through 25 years of providing insights into custom

30、er behavior nTrustworthiness and stability: 98 of the Fortune 100 companies use SASnAward winning technology nProven ability to integrate information from all electronic and traditional channelsnScalable, open solutions27Copyright 2003, SAS Institute Inc. All rights reserved.Company confidential - for internal use onlyWhat People are Saying about SAS “SAS has brought to market a solutions portfolio that is more thorough than most others on the market. Datamonitor believes that SAS Institute is extremely well positioned to exploit the anticipated growth in the An