毕博上海银行咨询Final Deliverables Marketing121499.docVIP

HANVIT BANK CORPORATE CUSTOMER MARKETING 12/10/99 Prepared by KPMG, LLP This Document is Proprietary and Confidential to Hanvit Bank and KPMG, LLP. Unauthorized duplication is prohibited. TABLE OF CONTENTS HANVIT BANK CORPORATE MARKETING FUNCTION 4 Overview 4 OBJECTIVES OF CORPORATE MARKETING 5 Goals Objectives of Corporate Marketing 5 Commercial Client Marketing 8 MARKETING PROCESSES 11 MARKETING STRATEGY AND BUSINESS DEVELOPMENT 15 Marketing Program Development 15 Marketing Roadmap for Hanvit Bank 16 Marketing Planning 17 Business Development Planning 19 MARKETING AUTOMATION 22 DATABASE MARKETING 25 CAMPAIGN MANAGEMENT 27 SALES FORCE AUTOMATION 33 CUSTOMER RELATIONSHIP MANAGEMENT 35 ENTERPRISE INTEGRATED RELATIONSHIP MANAGEMENT 38 TECHNOLOGY SUPPORT 40 Technology Solutions for Automated Customer Marketing 40 Marketing Software 42 Contact Manager Software 42 Sales Force Automation Software 42 Campaign Management Software 42 Corporate Customer Data Warehouse 43 ROLE OF CONTACT PERSONNEL IN AUTOMATED MARKETING 45 Relationship Managers Product Specialists 45 CASE STUDIES 46 Case Study 1 - Customer Relationship Management Database, Union Bank of California 46 Case Study 2 – Enterprise Integrated Customer Data Warehouse 48 Case Study 3 – Channel Convergence at a Large Regional Bank 50 Case Study 4 – Major Regional Bank – Merging Cultures and Customer Relationship 52 Case Study 5 – Major Regional Bank – Sales Force Automation 54 Case Study 6 – Major International Bank – Information Support for RM’s 55 Case Study 7 – $2bn US Commercial Bank –Query Reporting Decision Support 56 Case Study 8 – Cost Overruns in Marketing Automation 57 Case Study 9 – Top 5 US Commercial Bank – Marketing Automation 58 APPENDICES 60 Appendix 1 - Marketing Automation Components 60 Appendix 2 - Evolution of Marketing Automation 61 Appendix 3 - Guidelines to Achieve Marketing Success 67 Appendix 4 - Guide to Marketing Database Development 69 Appendix 5 - Role of Customer Service in Ensuring M