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SA-SU0050-030611-A4重要资料
敬请保密
看后删除SA-SU0050-030611-A4重要资料
敬请保密
看SA-SU0050-030611-A41SEGMENTMANAGEMENTTREND-1e.g.thosethatleaveorreducerelationshipbecauseactivelydissatisfied,oftenbyaspecificeventinertialmigrators
SA-SU0050-030611-A41SEGMENTMASA-SU0050-030611-A42ESSENTIALTOUNDERSTANDISSUEDRIVERSANDCOSTOFFIXINGSourcesofdissatisfactionUnderstandwhatdrivesdissatisfactionUnderstandcostoffixingUsekeybreakpointsnottooverspendStructural
driversProblemresolutionDissatisfactionopportunityHigh%Low%CoverageServicelevelFriendlystaffConsistencyofserviceQuickresolution
Source: McKinseyproprietaryresearchSA-SU0050-030611-A42ESSENTIALSA-SU0050-030611-A43deliberativemigratorse.g.,frequentlyre-evaluatedecisions,reaffirm/switchtochosenbrandbasedonmerits;rationaldecision-makerSEGMENTMANAGEMENTTREND-2SA-SU0050-030611-A43deliberatiSA-SU0050-030611-A44SEGMENTISMORECOMPLEX,DUETODELIBERATIONONSEVERALDIMENSIONSProductandperformanceattributesValueQualityFunctionalbenefitsRelationshipbenefitsValuebasedonpersonalizedserviceStrongemotionalrelevanceInformationsharingthatcreatesvalueexchangeDifferentiatedloyaltyrewardsProcessbenefitsEaseofaccesstoproductinformationBroadproductselectionSimplified/assisteddecisionmakingConvenienttransactionsAutomaticproductreplenishmentSA-SU0050-030611-A44SEGMENTISSA-SU0050-030611-A45SEGMENTINGCUSTOMERSWITHDISTINCTBENEFITPREFERENCESSegmentcharacteristicsPercentageofpopulationProcessandrelationshipFunctionandprocessFunctionandrelationshipFunctiononlyConsiderbrandrelationshipimportantandhavehighexpectationsforthestandardofcustomerserviceWantproductfeaturesandefficient,effectivecustomerserviceWantgoodvalueandthechancetoearnrewardsforloyaltyWantcombinationofqualityandvalue3382237CreditcardsInsuranceSA-SU0050-030611-A45SEGMENTINGSA-SU0050-030611-A46IMPLICATIONSFORBUILDINGLOYALTYAMONGTHOSECHOOSINGTOGOORSTAYUnderstanddriversofdeliberationCreate/packagetherightsetofbenefitsAddressunderlyingbasicissues(e.g.,price,product)Buildtailoredofferings(e.g.,CRM,frontlinesalesexecution)Changepointsofdeliberation(e.g.,recognition/rewardsprograms,offer/servicechanges)CommunicatethebenefitTypicallyseeimpactof20-30%onmigrationSA-SU0050-030611-A46IMPLICATIOSA-SU0050-030611-A47KeyLeversKEYTRENDSOFSUCCESSFULCRMRelyonexistingassetsPilotcapabilitiesincrementallyBifocalbuildapproachHowtheyuseCRMtodrivevalueFindpracticalwaystodifferentiatetheircorevaluepropositionLeverageconsumerattitudinalprofilestomanagecustomerrelationshipandvaluemigrationBuildCRMbyincrementallydeliveringtargetedoffersthatdriveresultsandtestcapabilitiesSA-SU0050-030611-A47KeyLeversSA-SU0050-030611-A48FAVORABIFOCALIMPLEMENTATIONAPPROACHDefinelong-termobjectivesandimplementationroadmapCreateasolidbusinessmodeltobackupenvisionedCRMschemeDefinean"end-game"architecturetosupportdesiredmodelDefineimplementationroadmapwithclearprioritiesLaunchincremental,quick-winactionsLaunchcontainedCRMprojectswithfocusedreachandimplementdozensofpilotstolearnfrommodelsRationalizeandunifycustomerdatabasesaccordinglyMeasureresultsofrecentimplementationsEducatestaffaboutCRMconceptsSA-SU0050-030611-A48FAVORABISA-SU0050-030611-A49CRMINITIATIVESLAUNCHEDEARLYONBYRELYINGONEXISTINGASSETSCross-sellinsurancetocreditcardholdersIncreasecreditlimitsofhigh-usagecustomers(up-sell)ReduceinterestratesorfeesforcustomerswithhighprobabilityofchurnEliminateannualfeesforveryprofitablecustomersOffer"liquidation"productstocustomerswithalowwillingnesstopayExampleinitiativesSelectiveuseofexistinginformationiskeytoimplementingCRMinitiativesExternaldatasourcesInternaldatasourcesAccountapplicationsProductandclientdatabasesCreditbureauinformationThird-partycontactlists
Source: TeamanalysisSA-SU0050-030611-A49CRMINITIASA-SU0050-030611-A410ASSESSCRMASSETREQUIREMENTSFOREACHINITIATIVEExampleinitiativeRequiredprocessEnablingCRMassetsCurrentlyavailableCross-sellinsurance
tocreditcardholders1SelectrandomsampleofcreditcardholdersHypothesisaboutwhoismostlikelytoneedinsuranceSelectportionofsamplemostcloselyfittingprofileDesigncampaigncommunicationMakeofferMeasureresultsofpilotTurnintoproductDBofcreditcardholdersSamplingprogramInsurancemarketingdataStatisticalmodelingtoolReportingroutineScriptwriterforcallcenterGraphicsdesignCallcenterMailingcapabilityOLAPreportingtoolCampaignmanagementsoftwareSA-SU0050-030611-A410ASSESSCRSA-SU0050-030611-A411THREETOPICSFORTODAYeCRM:Hypevs.realityKeyactionstoaccelerateimpactWinnersfocusonthreecoreareasSA-SU0050-030611-A411THREETOPSA-SU0050-030611-A412KEYACTIONSTOACCELERATEIMPACTANDBREAKTHROUGHTHE"CRMWALL”KnowwherethevalueisDesignbalancedprogramsIterate,iterate,iterateInvestincrementallytowin1234SA-SU0050-030611-A412KEYACTIOSA-SU0050-030611-A413EngageandconvertProspectsintoclientsDevelopandretaincustomersImpactoncustomerNPVofa10%improvementDollarsWHATREALLYMATTERS–
KNOWWHERETHEVALUEISEXAMPLE7.05.316.121.2Improveconver-sionratefromvisitortoclientIncreaseinitialofferingsizeImproveproductmixReducecosttoserveIncreaselengthofrelation-shipImprovecollec-tionsresultsReducemarketingcost/visitorAttract
prospectsSA-SU0050-030611-A413EngageanSA-SU0050-030611-A414WHATREALLYMATTERS–
DESIGN“BALANCED”PROGRAMSCustomer-centeredideasTrulydifferentiatedoffersandexperienceMutuallyvaluableinteractionsSmartchannellinkagesProgramswithoutcleareconomictiesPressurestobuythelatestsoftwarepackageFocusingonsystemsinsteadofpeopleandideasFocuson......andbalanceagainstSA-SU0050-030611-A414WHATREALSA-SU0050-030611-A415ProducestandardizedmeasurementandanalysisCollectcustomerandprospectinformationAnalyzeinformationandformulatehypothesesDesignanddevelopchallengercampaignsStructuretestmatrixExecutecampaignandreportImplicationsDriveforongoingimprovementfromeachmajorprogramDeterminehowtothematicallybuildonsuccessfulideas(avoidconceptburnout)FindnewS-curvesbasedonwinningideasandconsumerneedsWHATREALLYMATTERS–ITERATIONMarketing,testing,anddevelopmentprocessSA-SU0050-030611-A415ProducesSA-SU0050-030611-A416WHATREALLYMATTERS–
INVESTINGINCREMENTALLYTOWINTypicalCRMinstallationcoststructure
IndexedperdollarofsoftwarelicenseSoftwarelicenseSystemsintegra-tionBusinessdesignInternalcostsTotaltech-nologycostsOppor-tunitycostsOrgani-zationredesignChangemanage-mentTotalcostsProcess-relatedcosts2.5to6timessoftwarecostsOrganization-relatedcosts0.5to2.5timessoftwarecostsFocusonanincrementalbuildpathSA-SU0050-030611-A416WHATREALSA-SU0050-030611-A417LEADINGTRENDSINCRMJune13,2003AlejandroPicos,Principal
BusinessTechnologyOfficeLatinAmericaSA-SU0050-030611-A417LEADINGTSA-SU0050-030611-A418AnexosSA-SU0050-030611-A418AnexosSA-SU0050-030611-A419Integratedtouch-pointsShareddataaccessforallCRMcampaigns–oneconsistentsourceofdataandcustomerbusinessrulesSharedCRMknowledgediscoveryservicesandflexibleknowledgetoolboxFlexibleintegrationofnewcampaignsintooverallCRMITarchitectureCRMITarchitectureblueprintCRMprocesscampaignlibraryProspectingSellingandcross-sellingServicingRetainingCustomer
touch-
points•••CallcenterVRUInternetMailCRMExecutionservicesCustomersegmentationCampaignmanagementContactmanagementProfitabilityChannelmixmanagementResponsemeasurementKnowledgediscoveryservicesDataminingengineStatisticaltoolsPersonalizationContactmeasurementDatamodelDatasummarizationAccesstoolsBusinessrulesReplicationandpropagationDataaccessservicesConnectivityhubSecurityrulesMessaging/transactionsDataextractionDatamanagementDatatransformationsDatacleansingDatawarehouse/martsCRMarchitecturedesignprinciplesCRMDESIGNPRINCIPLESANDTHE“IDEAL”ANDGENERICCRMSYSTEMSARCHITECTURESA-SU0050-030611-A419IntegrateSA-SU0050-030611-A420SEGMENTATIONAPPEARSWHENANALIZINGCUSTOMERPREFERENCESSwitchersN=3198;percentMostsophisticatedbankingcustomersNotsatisfiedwithcurrentfinancialinstitutionMostlikelytoswitchbanksLeverageaspirantsLikeaccessibilityWantinternetbankingOptimisticaboutthefutureOpentoborrowingPro-foreignbanksModernconservativesAdviceseekinggroupPricesensitiveLikeconvenienceNotopentoborrowingMiddleleveljobsTraditionalsimplifiersLiketodealwithfewerfinancialinstitutionsPreferlocalbanksAdversetoborrowingTendtomakefamily-centricfinancialdecisionsConcernaboutretirementNotkeenaboutinternetChangeresistorChangeseeker
Source: McKinseyProprietaryPFSSurvey,McKinseyanalysisSA-SU0050-030611-A420SEGMENTATSA-SU0050-030611-A421Wecontinueto
investmillionsinourdatabaseandcustomertechnology,butarereallystrugglingtotakeadvantageofitEventhoughweare
consideredoneofthestrongestplayersinourindustry,wehavesomebiggaps...Weneedtobuildseamless
customerrelationshipsacrossourchannels,includingtheinternet...butwestrugglewithhowtoworkoutsideourtraditionalbusinesssilosWe’vedefinedsomeprettyhighaspirationsforbecomingmorecustomercentric,butwecan’tseemtoreallygetmoving...We’velaunched
successfulpilotprograms
inmanyproductareas,butwecan’tagreeonhowtopursuecrossbusinessopportunitieswhichofferevenmore
upsidepotentialEVENSOPHISTICATEDCRMPLAYERSCANFINDASPECTSOFEXECUTINGCRMCHALLENGINGSA-SU0050-030611-A421WecontinSA-SU0050-030611-A422FINANCIALINSTITUTIONSTYPICALLYDERIVE80%THFROM20%OFTHEIRCUSTOMERSProfit/householdPercent12456Clearneedtodeveloptailoredstrategiestoretainhighest-valuecustomersLargedifferencesincustomervaluesuggestoppor-tunitytodifferen-tiatemarketing,service,andproductofferings115%ofvalue10%ofvalue-25%ofvalue738910BestdecileWorstdecileDISGUISEDEXAMPLESA-SU0050-030611-A422FINANCIALSA-SU0050-030611-A4重要资料
敬请保密
看后删除SA-SU0050-030611-A4重要资料
敬请保密
看SA-SU0050-030611-A424SEGMENTMANAGEMENTTREND-1e.g.thosethatleaveorreducerelationshipbecauseactivelydissatisfied,oftenbyaspecificeventinertialmigrators
SA-SU0050-030611-A41SEGMENTMASA-SU0050-030611-A425ESSENTIALTOUNDERSTANDISSUEDRIVERSANDCOSTOFFIXINGSourcesofdissatisfactionUnderstandwhatdrivesdissatisfactionUnderstandcostoffixingUsekeybreakpointsnottooverspendStructural
driversProblemresolutionDissatisfactionopportunityHigh%Low%CoverageServicelevelFriendlystaffConsistencyofserviceQuickresolution
Source: McKinseyproprietaryresearchSA-SU0050-030611-A42ESSENTIALSA-SU0050-030611-A426deliberativemigratorse.g.,frequentlyre-evaluatedecisions,reaffirm/switchtochosenbrandbasedonmerits;rationaldecision-makerSEGMENTMANAGEMENTTREND-2SA-SU0050-030611-A43deliberatiSA-SU0050-030611-A427SEGMENTISMORECOMPLEX,DUETODELIBERATIONONSEVERALDIMENSIONSProductandperformanceattributesValueQualityFunctionalbenefitsRelationshipbenefitsValuebasedonpersonalizedserviceStrongemotionalrelevanceInformationsharingthatcreatesvalueexchangeDifferentiatedloyaltyrewardsProcessbenefitsEaseofaccesstoproductinformationBroadproductselectionSimplified/assisteddecisionmakingConvenienttransactionsAutomaticproductreplenishmentSA-SU0050-030611-A44SEGMENTISSA-SU0050-030611-A428SEGMENTINGCUSTOMERSWITHDISTINCTBENEFITPREFERENCESSegmentcharacteristicsPercentageofpopulationProcessandrelationshipFunctionandprocessFunctionandrelationshipFunctiononlyConsiderbrandrelationshipimportantandhavehighexpectationsforthestandardofcustomerserviceWantproductfeaturesandefficient,effectivecustomerserviceWantgoodvalueandthechancetoearnrewardsforloyaltyWantcombinationofqualityandvalue3382237CreditcardsInsuranceSA-SU0050-030611-A45SEGMENTINGSA-SU0050-030611-A429IMPLICATIONSFORBUILDINGLOYALTYAMONGTHOSECHOOSINGTOGOORSTAYUnderstanddriversofdeliberationCreate/packagetherightsetofbenefitsAddressunderlyingbasicissues(e.g.,price,product)Buildtailoredofferings(e.g.,CRM,frontlinesalesexecution)Changepointsofdeliberation(e.g.,recognition/rewardsprograms,offer/servicechanges)CommunicatethebenefitTypicallyseeimpactof20-30%onmigrationSA-SU0050-030611-A46IMPLICATIOSA-SU0050-030611-A430KeyLeversKEYTRENDSOFSUCCESSFULCRMRelyonexistingassetsPilotcapabilitiesincrementallyBifocalbuildapproachHowtheyuseCRMtodrivevalueFindpracticalwaystodifferentiatetheircorevaluepropositionLeverageconsumerattitudinalprofilestomanagecustomerrelationshipandvaluemigrationBuildCRMbyincrementallydeliveringtargetedoffersthatdriveresultsandtestcapabilitiesSA-SU0050-030611-A47KeyLeversSA-SU0050-030611-A431FAVORABIFOCALIMPLEMENTATIONAPPROACHDefinelong-termobjectivesandimplementationroadmapCreateasolidbusinessmodeltobackupenvisionedCRMschemeDefinean"end-game"architecturetosupportdesiredmodelDefineimplementationroadmapwithclearprioritiesLaunchincremental,quick-winactionsLaunchcontainedCRMprojectswithfocusedreachandimplementdozensofpilotstolearnfrommodelsRationalizeandunifycustomerdatabasesaccordinglyMeasureresultsofrecentimplementationsEducatestaffaboutCRMconceptsSA-SU0050-030611-A48FAVORABISA-SU0050-030611-A432CRMINITIATIVESLAUNCHEDEARLYONBYRELYINGONEXISTINGASSETSCross-sellinsurancetocreditcardholdersIncreasecreditlimitsofhigh-usagecustomers(up-sell)ReduceinterestratesorfeesforcustomerswithhighprobabilityofchurnEliminateannualfeesforveryprofitablecustomersOffer"liquidation"productstocustomerswithalowwillingnesstopayExampleinitiativesSelectiveuseofexistinginformationiskeytoimplementingCRMinitiativesExternaldatasourcesInternaldatasourcesAccountapplicationsProductandclientdatabasesCreditbureauinformationThird-partycontactlists
Source: TeamanalysisSA-SU0050-030611-A49CRMINITIASA-SU0050-030611-A433ASSESSCRMASSETREQUIREMENTSFOREACHINITIATIVEExampleinitiativeRequiredprocessEnablingCRMassetsCurrentlyavailableCross-sellinsurance
tocreditcardholders1SelectrandomsampleofcreditcardholdersHypothesisaboutwhoismostlikelytoneedinsuranceSelectportionofsamplemostcloselyfittingprofileDesigncampaigncommunicationMakeofferMeasureresultsofpilotTurnintoproductDBofcreditcardholdersSamplingprogramInsurancemarketingdataStatisticalmodelingtoolReportingroutineScriptwriterforcallcenterGraphicsdesignCallcenterMailingcapabilityOLAPreportingtoolCampaignmanagementsoftwareSA-SU0050-030611-A410ASSESSCRSA-SU0050-030611-A434THREETOPICSFORTODAYeCRM:Hypevs.realityKeyactionstoaccelerateimpactWinnersfocusonthreecoreareasSA-SU0050-030611-A411THREETOPSA-SU0050-030611-A435KEYACTIONSTOACCELERATEIMPACTANDBREAKTHROUGHTHE"CRMWALL”KnowwherethevalueisDesignbalancedprogramsIterate,iterate,iterateInvestincrementallytowin1234SA-SU0050-030611-A412KEYACTIOSA-SU0050-030611-A436EngageandconvertProspectsintoclientsDevelopandretaincustomersImpactoncustomerNPVofa10%improvementDollarsWHATREALLYMATTERS–
KNOWWHERETHEVALUEISEXAMPLE7.05.316.121.2Improveconver-sionratefromvisitortoclientIncreaseinitialofferingsizeImproveproductmixReducecosttoserveIncreaselengthofrelation-shipImprovecollec-tionsresultsReducemarketingcost/visitorAttract
prospectsSA-SU0050-030611-A413EngageanSA-SU0050-030611-A437WHATREALLYMATTERS–
DESIGN“BALANCED”PROGRAMSCustomer-centeredideasTrulydifferentiatedoffersandexperienceMutuallyvaluableinteractionsSmartchannellinkagesProgramswithoutcleareconomictiesPressurestobuythelatestsoftwarepackageFocusingonsystemsinsteadofpeopleandideasFocuson......andbalanceagainstSA-SU0050-030611-A414WHATREALSA-SU0050-030611-A438ProducestandardizedmeasurementandanalysisCollectcustomerandprospectinformationAnalyzeinformationandformulatehypothesesDesignanddevelopchallengercampaignsStructuretestmatrixExecutecampaignandreportImplicationsDriveforongoingimprovementfromeachmajorprogramDeterminehowtothematicallybuildonsuccessfulideas(avoidconceptburnout)FindnewS-curvesbasedonwinningideasandconsumerneedsWHATREALLYMATTERS–ITERATIONMarketing,testing,anddevelopmentprocessSA-SU0050-030611-A415ProducesSA-SU0050-030611-A439WHATREALLYMATTERS–
INVESTINGINCREMENTALLYTOWINTypicalCRMinstallationcoststructure
IndexedperdollarofsoftwarelicenseSoftwarelicenseSystemsintegra-tionBusinessdesignInternalcostsTotaltech-nologycostsOppor-tunitycostsOrgani-zationredesignChangemanage-mentTotalcostsProcess-relatedcosts2.5to6timessoftwarecostsOrganization-relatedcosts0.5to2.5timessoftwarecostsFocusonanincrementalbuildpathSA-SU0050-030611-A416WHATREALSA-SU0050-030611-A440LEADINGTRENDSINCRMJune13,2003AlejandroPicos,Principal
BusinessTechnologyOfficeLatinAmericaSA-SU0050-030611-A417LEADINGTSA-SU0050-030611-A441AnexosSA-SU0050-030611-A418AnexosSA-SU0050-030611-A442Integratedtouch-pointsShareddataaccessforallCRMcampaigns–oneconsistentsourceofdataandcustomerbusinessrulesSharedCRMknowledgediscoveryservicesandflexibleknowledgetoolboxFlexibleintegrationofnewcampaignsintooverallCRMITarchitectureCRMITarchitectureblueprintCRMprocesscampaignlibraryProspectingSellingandcross-sellingServicingRetainingCustomer
touch-
points•••CallcenterVRUInternetMailCRMExecutionservicesCustomersegmentationCampaignmanagementContactmanagementProfitabilityChannelmixmanagementResponsemeasurementKnowledgediscoveryservicesDataminingengineStatisticaltoolsPersonalizationContactmeasurementDatamodelDatasummarizationAccesstoolsBusinessrulesReplicationandpropagationDataaccessservicesConnectivityhubSecurityrulesMessaging/transactionsDataextractionDatamanagementDatatransformationsDatacleansingDatawarehouse/martsCRMarchitecturedesignprinciplesCRMDESIGNPRINCIPLESANDTHE“IDEAL”ANDGENERICC
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