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SA-SU0050-030611-A4LEADINGTRENDSINCRMAlejandroPicos,PrincipalBusinessTechnologyOfficeLatinAmericaJune13,20030SA-SU0050-030611-A4THREETOPICSFORTODAYCRM:Hypevs.realityWinnersareaddressingthreecoretrendsKeyactionstoaccelerateimpact1SA-SU0050-030611-A4YEAR2000CRMCHALLENGES…•
Real-timepersonalization•
Limitlesscustomization•
1-to-1relationships•
Immediate,multi-channelinteractions•
Automatedmarketingcampaigns•
EndofBricks-and-Mortar2SA-SU0050-030611-A4…ANDYEAR2003CRMREALITIES•
Real-timepersonalization•
Recognitionandtailoredofferings•
Limitlesscustomization•
1-to-1relationships•
Immediate,multi-channelinteractions•
Boundedflexibility•
Segment-basedmarketing•
24-hourresponsetimes•
Automatedmarketingcampaigns•
EndofBricks-and-Mortar•
Tech-facilitatedmarketing•
Multi-channel(bricksandmortaraliveandwell)3SA-SU0050-030611-A4CRMDRIVINGSUPERIORRETURNSFORLEADINGFINANCIALPLAYERSCustomervaluemanagementBelowBelowerageAboveerageSuperior•
Segmentationreturnreturn•
Customerreturnreturnlifetimevalue•
Behior/returnreturnpropensitymodelingerageeragereturntoreturntoshareholderCustomerexperiencemanagement•
Branchsalesforceautomation•
Websiteexperiencemanagement•
Callcenteroptimization4SA-SU0050-030611-A4WHATSEPARATEDHYPEFROMREALITY?LimitedconsumeralignmentalignmentLargelearningcurvecurve•
Overlyfocusedontrafficversusvalue•
Overlyfocusedontrafficversusvalue•
Unrealisticexpectationsforbehiorchange•
Testandlearntakestime•
Testandlearntakestime•
FewskilledresourcestoleadeffortOverwhelmingOverwhelmingamountofdata•
Massiveamountsofchannel/productlogdata•
plexlinkagestoofflinedatasources•
plexlinkagestoofflinedatasourcesChallengingexecutionexecution•
Over-investedintech,vs.peopleandprocesses•
Muchmoretimeandresourcesthanplanned•
Muchmoretimeandresourcesthanplanned5SA-SU0050-030611-A4…ATTHESAMETIME,THECRMBARCONTINUESTORISEFORIMPACT•
Expectationsfortailoredinteractionsandcontentmorerealisticandneeded•
Criticaltosecurerelevantcustomerpools•
Limitedfundsfortechnologyspend,particularlyasrecessionconcerncontinueonaglobalbasis6SA-SU0050-030611-A4ITPROJECTPORTFOLIOBREAKDOWNPercentofspend,2002(asof11/7)DISGUISEDUSEXAMPLE4421%ofITbudgetdeployed21%ofITbudgetdeployed19100innewfunctionality(CRM,Webandnewproducts)Webandnewproducts)16678OperationsApplicationInfra-TotalNewCRMInternet/productsIntranetmainte-structurenanceSource:McKinseyanalysis
7SA-SU0050-030611-A4LOCALLY,CUSTOMERSEGMENTSSEEKINGCHANGEAREAMAJORITY…N=3,198Percent100%=500400409504400585400ageChange45464756596464resistorsChange55545344413636seekersBrazilColombiaMex.ArgentinaVzla.ChilePeru8Source:McKinsey’sproprietaryPFSSurvey(basedonhigh&middleiegroups)SA-SU0050-030611-A4…ANDLOCALBANKSCONTINUETODISPLAYIMPRESSIVEWEBPRESENCE…December–2002Numberonlineusers%oftotalclientsMillionsBankofAmerica(U.S.)*5,040,0BancodoBrasil(Brazil)Bradesco(Brazil)FirstUnion–Wachovia(U.S.)Barclays(U.K.)WellsFargo(U.S.)Meritá(Finland)Itaú(Brazil)***Figuresfor1Q03**Estimate***Figuresfor3Q02Source:Annualreports;panypresentation;brokerreport;pressclippings
9SA-SU0050-030611-A4WITHSIZABLESEGMENTSSEEKINGAHOLISTICOFFEREXPERIENCETop3reasonsforchoosingspecificproduct-BrazilPercentofproductholdersPersonalloanexample–High&middleiegroupQuickturnaroundonloanapprovalpetitiveinterestratesFlexiblerepaymenttermandmethods4010Source:McKinsey’sPFSSurvey(basedonhigh&middleiegroups)12SA-SU0050-030611-A4THREETOPICSFORTODAYCRM:Hypevs.realityWinnersareaddressingthreecoretrendsKeyactionstoaccelerateimpact11SA-SU0050-030611-A4KEYTRENDSOFSUCCESSFULCRM•
Findinnovativewaystogatherkeysegmentdatabasedoninteraction•
Leverageconsumerattitudinalprofilestomanagecustomerrelationshipsandvalue•
BuildCRMbymigrationincrementallydeliveringtargetedoffersthatdriveresultsandtestcapabilities12SA-SU0050-030611-A4KEYTRENDSOFSUCCESSFULCRM•
Findinnovativewaystogatherkeysegmentdatabasedoninteraction•
Leverageconsumerattitudinalprofilestomanagecustomerrelationshipsandvalue•
BuildCRMbymigrationincrementallydeliveringtargetedoffersthatdriveresultsandtestcapabilities13SA-SU0050-030611-A4KEYTRENDSOFSUCCESSFULCRMUsingCRMtodrivevalue
KeyLevers•
Findinnovativeways
tog
at
herkeysegmentdatabas
ed
onkeysegmentdat
abas
ed
oninteract
ioninteract
ion•
Leverageconsumerattitudinal•
Leverageconsumerattitudinalprofilestomanagecustomerprofilestomanagecustomerrelationshipandvaluemigration•
BuildCRMbyincrementally•
BuildCRMbyincrementallydeliveringtargetedoffersthatdeliveringtargetedoffersthat•
Leverageinteractiondata•
Leverageinteractiondata•
Personalizedenvironment•
Personalizedenvironment•
Lock-inbytailoredpricingdriveresultsandtestcapabilities14SA-SU0050-030611-A4GETBETTERDATABYUSINGITNeedtoexchangevaluewithcustomerstoGatherencouragefurtheropennessandtrust,e.g.•
Channelusagepatterns•
InteractiveconfigurationtoolsGivebackback•
Drivesegmentinteractionapproachandpricing15SA-SU0050-030611-A4SEQUENCINGDATACOLLECTIONFinancialindustryexampleBuildtrustthroughvalueexchangeAction•
Webbrowsing•
Askabout•
Extrapolate16Example•
Customeradditionalinfo•
Investmentsrelatedevents•
SizableinquiriesonmadeinthebalanceActionfundspasttransferGatherGatherGatherGivebackGivebackGiveback•
Makeproduct•
Refineproduct•
ScheduleansuggestionssuggestionspecialistExample•
Suggesttool•
Interactive•
CustomizethroughonemenuofinvestmentclickwindowinvestmentspackageSA-SU0050-030611-A4TARGETEDOFFERS–ONSITEMARKETING•
AmazonGoldboxprovidestargetedcustomeroffersinasequencedandinteractivefashion•
Offerschangeeverytimeandexpire–keepsnoveltyhigh,andallowsforadditionallearning•
Providesopportunitytotestpricesandoffersincontrolledenvironment17SA-SU0050-030611-A4KEYTRENDSOFSUCCESSFULCRMUsingCRMtodrivevalue
KeyLevers•
Findinnovativewaystogatherkeysegmentdatabasedonkeysegmentdatabasedoninteractioninteraction•
Leverageconsumera
ttitudi
nal•
Leverageconsumera
ttitudi
nalprofilestomanagecu
stome
rprofilestomanagecu
stome
rrelationshipandvaluemigration•
BuildCRMbyincrementally•
BuildCRMbyincrementallydeliveringtargetedoffersthatdeliveringtargetedoffersthat•
Establishaconnection•
Establishaconnection•
Delivertangiblevalue•
Delivertangiblevalue•
Rewardloyaltyinresponsedriveresultsandtestcapabilities18SA-SU0050-030611-A4MONPITFALLSOFTHEPASTAREBEINGOVEEDMisunderstandingcustomerattitudesanddiscrectionaryresponseFocusonmanagingattrition,notmigrationOverrelianceonsatisfactionasmetricUniformapplicationoftoolsacrossallcustomers19SA-SU0050-030611-A4NEWCRMPARADIGMCONSIDERSUNDERLYINGCONSUMERATTITUDESAttitudes•
EmotiveCustomerloyalty•
Deliberative•
Inertial•
VarietyseekingSatisfaction•
Satisfactionwithpreviousprovider•
SatisfactionwithcurrentproviderEconomicbehior•
Discretionandcontrolovermigrationbehior•
Valueofrelationshipoverlifetime20SA-SU0050-030611-A4SATISFACTIONNOTSUFFICIENTTOEXPLAINMIGRATIONConsumerbankDownwardmigrationrate706014%504012%27%24%23%3020100pletelySomewhat
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