着名DM公司NCR香港星辰银行客户细分方案

CustomerSegmentation:

FoundationforDifferentiatedCRMWilsonLo,HeadofBusinessPlanning&CRMConsumerBanking,HongKong,DBSAbundanceofCRMFiascoProjectedBenefitsandReturnsnotthereLowto“no”usageNotinpacewithchangingbusinessneedsQualitativeCreativitystillpredominantDataWarehouseCRMInitiativesFront-endPlatformAnalyticsProgramLearningTheGreatExpectation1CRM-StrategyforRelationshipBuildingRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioning03-6monthsExtendintolife-timeCRMLifecycleGrowthStrategy-LifetimeRelationshipManagementServicingStrategyEnablerStrategyCustomerStrategy&BusinessObjective2RetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioningSegmentation03-6monthsExtendintolife-timeCustomerAnalyticsforDevelopingCRMCRMSuccessFactorsDifferentcustomershavedifferentneedsUnderstandyourcustomersServethemastheywishSegmentationDynamicModelingAnnotatecustomercharacteristicsCovertheentirecustomerbase3NoOneSchemeFitsAllProductTransactionUsageBehaviourValue-BasedSegmentsofOneKnowledgeofCustomersHighLowNumberofSegmentsFewManyNeeds-Based4Segmentation-KnowYourCustomersConventionalHomogeneouswithinSegmentandHeterogeneousamongSegmentsStableBalanceddistributionMono-dimensionalInternallyfocused(fordataavailability)DynamicBothhomogeneousandHeterogeneousBUTActionableEvolvingHierarchical-Pigeon-holeMulti-dimensionalTotalCustomerView-incorporatingexternaldata5DynamicSegmentationSegmentationModelsSegmentPerformanceChangingBusinessNeeds…acontinuousandever-evolvingprocessMoreSegmentswillbegeneratedSomeSegmentswillbecomeobsoleteCustomerNeedsareEver-changingANewPracticalCourseAttributesMulti-DimensionalAccessibleHeterogeneousEvolvingActionable6DynamicSegmentationinPractice…itchanges/growsasBusinessContextvariesCustomerBaseStage1Stage1Stage2Stage2Stage2Stage2Stage3Stage3Stage3Stage3Stage3Stage3Stage3Stage3Around100MicroSegmentsSegmentationhasitsownLifecycleStage2=BehaviouralStage3=Needs-based7Segmentation&ModelingforCRMProgramStructuredTripleACRMLifecycleModelStage2forAcquisitionStage2Stage2Stage3Stage3Stage3Stage3DynamicSegmentationAcquisitionCustomer-centricEliminatethe“Irrelevant”Anti-AttritionMicro-analysistoidentifyTriggerPredictiveModelDynamicSegmentationCRMModelCatchingtheRightCustomerattheRightTime+=Stage3forAnti-AttritionStage3forActivation8IntelligentCustomer/SalesPlatformModelingTeradataCampaignMgtToolExternalDataCustomerDataLegacySystemsUnfoldingtheTechnicalEnablersDatamartOtherChannels9CRMPracticesDynamicSegmentationPigeon-holeTargetingPortfolioStrategyContactManagementWealthManagementInvestmentProneProfilingPortfolioProfitabilityAnalysisKnowledge-basedSellingCreditRiskProductsRisk-basedAnalyticModelLoanCustomersProfilingOptimizationModelProfitabilityProductProfitabilityCustomerProfitabilityCustomerValueModel-Current&LifetimeHolisticProfitViewUseDatatobuildCRMAnalyticsTeradata10Pre-SalesPlanningMulti-dimensionalCustomerAnalyticsIdentifyObjectionorAlternateProductCallManagementFinger-tipIntelligenceFacilitate“Personalised”ScriptCaptureCustomerPreferenceIntegrationCustomerProfileUpdateRevisedCustomerProfile-nextDynamicSegmentationRelationshipandLoyaltyBuildingwithEveryContactIntelligentSalesLeadsAnalyticFrameworkUtilizingKnowledgeinCustomerContact11Acquisition-FocusingtheRelevantBeforeTripleAModelWithTripleAModelCustomersAcquiredhasdoubledForIllustrativePurpose12LowContributionAdditionalProductPotentialProfileMatching-NearestSegmentPlanUpsellProgram15%MigratedtoaHigherValueSegmentIncreaseSegmentValue…whentheSegmentProfilestillholdsDevelopRelationshipwiththeAffluentTechnocrats-oneofthe100SegmentsActivationSegmentProfileasActivationDriverProgramscanbeResponsivebutSystematicProductGapSellingwithSegmentCloning13IdeaGenerationSelectAppropriateMicro-SegmentElectronicSalesLeadsApplicabilityofTripleAProgramInterimReview(First48Hours)SelectChannelbasedonPreferenceDaily&WeeklyProgramMISCustomerPurchaseImprovementwithStructuredCAFromoverXWeekstoYDays…revitalizeEnd-to-EndCampaignProcessResponseupby4-6TimesCustomerCentric14CustomerIntelligenceasFoundationCustomerValueModelDisciplineRelevantApplicationofEnablersBusinessProcessIntegration&TeamWorkAnalyticsDynamicnotStatic…besensitivetoBusinessChangesCustomerIntelligence15~Enjoyable&Rewarding~CRMApplications169、静夜四无邻邻，荒居旧业业贫。。1月-231月-23Friday,January6,202310、雨中黄叶树树，灯下白头头人。。16:57:3016:57:3016:571/6/20234:57:30PM11、以我独沈沈久，愧君君相见频。。。1月-2316:57:3016:57Jan-2306-Jan-2312、故人人江海海别，，几度度隔山山川。。。16:57:3016:57:3016:57Friday,January6,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2316:57:3016:57:30January6,202314、他乡生白发发，旧国见青青山。。06一月20234:57:30下午16:57:301月-2315、比不了得得就不比，，得不到的的就不要。。。。一月234:57下下午1月-2316:57January6,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/616:57:3016:57:3006January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。4:57:30下午4:57下下午16:57:301月-239、没有有失败败，只只有暂暂时停停止成成功！！。1月-231月-23Friday,January6,202310、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。16:57:3016:57:3016:571/6/20234:57:30PM11、成功就是日日复一日那一一点点小小努努力的积累。。。1月-2316:57:3116:57Jan-2306-Jan-2312、世世间间成成事事，，不不求求其其绝绝对对圆圆满满，，留留一一份份不不足足，，可可得得无无限限完完美美。。。。16:57:3116:57:3116:57Friday,January6,202313、不知香香积寺，，数里入入云峰。。。1月-231月-2316:57:3116:57:31January6,202314、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。06一月月20234:57:31下下午16:57:311月-2315、楚塞三湘接接，荆门九派派通。。。一月234:57下下午1月-2316:57January6,202316、少少年年十十五五二二十十时时，，步步行行夺夺得得胡胡马马骑骑。。。。2023/1/616:57:3116:57:3106January202317、空山新新雨后，，天气晚晚来秋。。。4:57:31下午午4:57下午午16:57:311月-239、杨柳柳散和和风，，青山山澹吾吾虑。。。1月-231月-23Friday,January6,202310、阅读一切切好书如同同和过去最最杰出的人人谈话。16:57:3116:57:3116:571/6/20234:57:31PM11、越是是没有有本领领的就就越加加自命命不凡凡。1月-2316:57:3116:57Jan-2306-Jan-2312、越是无能的的人，越喜欢欢挑剔别人的的错儿。16:57:3116:57:3116:57Friday,January6,202313、知知人