着名DM公司NCR香港星辰银行客户细分方案.pptxVIP

Customer Segmentation:Foundation for Differentiated CRMWilson Lo, Head of Business Planning CRMConsumer Banking, Hong Kong, DBSThe Great ExpectationCRM InitiativesAbundance of CRM FiascoData WarehouseFront-end PlatformProjected Benefits and Returns not thereLow to “no” usageNot in pace with changing business needsQualitative Creativity still predominantAnalyticsProgram LearningCRM - Strategy for Relationship BuildingAcquisitionNew Customer ManagementCustomer Relationship ManagementRetentionExtend intolife-time03-6monthsRepositioningCustomer StrategyBusiness ObjectiveCRM LifecycleGrowth Strategy - Lifetime Relationship ManagementServicing StrategyEnabler StrategyCustomer Analytics for Developing CRMAcquisitionNew Customer ManagementCustomer Relationship ManagementRetentionSegmentationRepositioningExtend intolife-time03-6monthsCRM Success FactorsDifferent customers have different needsUnderstand your customersServe them as they wishSegmentationDynamic ModelingAnnotate customer characteristicsCover the entire customer baseNo One Scheme Fits AllHighManySegments of OneValue- BasedNeeds- BasedKnowledge of CustomersNumber of SegmentsBehaviourTransaction UsageProductLowFewSegmentation - Know Your CustomersConventionalHomogeneous within Segment and Heterogeneous among SegmentsStableBalanced distributionMono-dimensionalInternally focused (for data availability)DynamicBoth homogeneous and Heterogeneous BUT ActionableEvolvingHierarchical - Pigeon-holeMulti-dimensionalTotal Customer View - incorporating external dataDynamic SegmentationSegmentationModelsChanging Business NeedsSegment Performance… a continuous and ever-evolving processAttributesMulti-DimensionalAccessibleHeterogeneousEvolvingActionableMore Segments will be generatedA New Practical CourseCustomer Needs are Ever-changingSome Segments will become obsoleteDynamic Segmentation in PracticeStage 3Stage 2Stage 3Stage 1Stage 3Stage 2Around 100 Micro SegmentsStage 3Customer BaseStage 3Stage 2Stage 3Stage 1Stage 3Stage 2St