1、Customer Segmentation:Foundation for Differentiated CRMWilson Lo,Head of Business Planning&CRMConsumer Banking,Hong Kong,DBS1Abundance of CRM Fiasco Projected Benefits and Returns not there Low to“no”usage Not in pace with changing business needs Qualitative Creativity still predominantData Warehous
2、eCRM InitiativesFront-end PlatformAnalyticsProgram LearningThe Great Expectation2CRM-Strategy for Relationship BuildingRetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioning03-6monthsExtend intolife-timeCRM Lifecycle Growth Strategy-Lifetime Relationship Management
3、Servicing Strategy Enabler StrategyCustomer Strategy&Business Objective3RetentionAcquisitionNew Customer ManagementCustomer Relationship ManagementRepositioningSegmentation03-6monthsExtend intolife-timeCustomer Analytics for Developing CRMCRM Success Factors Different customers have different needs
4、Understand your customers Serve them as they wishSegmentation Dynamic Modeling Annotate customer characteristics Cover the entire customer base4No One Scheme Fits AllProductTransaction UsageBehaviourValue-BasedSegments of OneKnowledge of CustomersHighLowNumber of SegmentsFewManyNeeds-Based5Segmentat
5、ion-Know Your CustomersConventional Homogeneous within Segment and Heterogeneous among Segments Stable Balanced distribution Mono-dimensional Internally focused(for data availability)Dynamic Both homogeneous and Heterogeneous BUT Actionable Evolving Hierarchical-Pigeon-hole Multi-dimensional Total C
6、ustomer View-incorporating external data6Dynamic SegmentationSegmentationModelsSegment PerformanceChanging Business Needs a continuous and ever-evolving processMore Segments will be generatedSome Segments will become obsoleteCustomer Needs are Ever-changingA New Practical CourseAttributes Multi-Dime
7、nsional Accessible Heterogeneous Evolving Actionable7Dynamic Segmentation in Practice it changes/grows as Business Context variesCustomer BaseStage 1Stage 1Stage 2Stage 2Stage 2Stage 2Stage 3Stage 3Stage 3Stage 3Stage 3Stage 3Stage 3Stage 3Around 100 Micro SegmentsSegmentation has its own LifecycleS
8、tage 2=BehaviouralStage 3=Needs-based8Segmentation&Modeling for CRM ProgramStructured Triple A CRM Lifecycle ModelStage 2for AcquisitionStage 2Stage 2Stage 3Stage 3Stage 3Stage 3Acquisition Customer-centric Eliminate the“Irrelevant”Anti-Attrition Micro-analysis to identify Trigger Predictive ModelDy
9、namic SegmentationCRM ModelCatching the Right Customer at the Right Time+=Stage 3forAnti-AttritionStage 3forActivation9ModelingCampaign Mgt ToolLegacy SystemsUnfolding the Technical EnablersDatamart10CRM Practices Portfolio Strategy Contact ManagementWealth Management Investment Prone Profiling Port
10、folio Profitability AnalysisCredit Risk Products Risk-based Analytic Model Loan Customers Profiling Optimization ModelProfitability Product Profitability Customer Profitability Customer Value Model-Current&Lifetime Holistic Profit ViewUse Data to build CRM Analytics11Pre-Sales PlanninglMulti-dimensi
11、onal Customer AnalyticslIdentify Objection or Alternate ProductCall ManagementFinger-tip IntelligencelFacilitate“Personalised”ScriptlCapture Customer PreferenceIntegrationlCustomer Profile UpdatelRevised Customer Profile-next Dynamic SegmentationRelationship and Loyalty Building with Every ContactIn
12、telligent Sales LeadsA n a l y t i c F r a m e w o r kUtilizing Knowledge in Customer Contact12Acquisition-Focusing the RelevantBefore Triple A ModelWith Triple A ModelCustomers Acquired has doubledFor Illustrative Purpose13Low ContributionAdditional Product PotentialProfile Matching-Nearest Segment
13、Plan Upsell Program15%Migrated to a Higher Value SegmentIncrease Segment Value when the Segment Profile still holdsDevelop Relationship with the Affluent Technocrats-one of the 100 SegmentsActivation Segment Profile as Activation Driver Programs can be Responsive but Systematic Product Gap Selling w
14、ith Segment Cloning 14Idea GenerationSelect Appropriate Micro-SegmentElectronic Sales LeadsApplicability of Triple A ProgramInterim Review(First 48 Hours)Select Channel based on PreferenceDaily&Weekly Program MISCustomer PurchaseImprovement with Structured CAFrom over X Weeks to Y Days revitalize En
15、d-to-End Campaign Process Response up by 4-6 Times Customer Centric15Customer Intelligence as FoundationCustomer Value ModelDisciplineRelevant Application of EnablersBusinessProcessIntegration&Team WorkAnalyticsDynamicnotStatic be sensitive to Business ChangesCustomer Intelligence16 Enjoyable&Rewarding CRM Applications
