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1、CRM in consumer bankingDr.Yanning ZhangDr.Yanning ZhangDecember,2001December,2001 CRM Overview Bank CRM features Analytic CRM Process OLAP,Modeling and Data Mining Decision strategies Conclusion Outline CRM(Customer Relationship Management)is all about unified view of each customerCRM OverviewCustom
2、er CRM Market is still fast growing,even when overall market is slowing down.Projected CRM market will be over$10 Billion in 2003,from$3.3 Billion only in 1999.(E-commence)CRM Overview CRM concept is not a new one,but it became a hot topic in last 5 yearsv Accelerated consolidation in banking indust
3、ryo Recent major mergers expanded customer baseo More products available to consumerso Technology allows easier collection and access of customer datav China market from ERP to CRMCRM Overview CRM Overview Bank CRM features Analytic CRM Process OLAP,Modeling and Data Mining Decision strategies Concl
4、usion OutlineBank CRM CharacteristicsBanking is extensiveBanking is extensivevvAlmost every family has a bank accountAlmost every family has a bank accountvvBank data is data intensiveBank data is data intensiveBank data is sensitive and proprietaryBank data is sensitive and proprietaryBank data is
5、multi-dimensionalBank data is multi-dimensionalBank industry is highly regulatedBank industry is highly regulated Personalized technologies can tailor message to individual customer Collect data as much as possible from various channelsCRM Starting point-unified customer viewBankTelephoneBankingATM/
6、KioskPersonalBankerOnlineBankingIn-branchTellerBank Customer Life CycleAcquisition Activation Relationship ManagementTargetCustomerNewCustomerInitialCustomerHigh PotentialHigh ValueLow ValueInvoluntaryCharge offVoluntaryPayoffProspectPrescreenUnderwritingCollection/RecoveryBank Customer Life CycleAc
7、quisition Activation Relationship ManagementTargetCustomerNewCustomerInitialCustomerHigh PotentialHigh ValueLow ValueInvoluntaryCharge offVoluntaryPayoffProspectPrescreenUnderwritingCollection/Recovery Bureau data Demographic data Census data Application data Pricing data Account activation data Beh
8、avior data Monitoring bureau data Collection dataData Collected and Analyzed Along the Life Cycle CRM Overview Bank CRM features Analytic CRM Process OLAP,Modeling and Data Mining Decision strategies Conclusion Outline Two types of CRMv Front-end customer experience Operational CRMv Back-end customer understanding Analytic CRMTwo Types of CRMAnalytic CRMOperationalCRMCustomer