著名M公司：NCR香港星辰銀行客戶細(xì)分方案

CustomerSegmentation:

FoundationforDifferentiatedCRMWilsonLo,HeadofBusinessPlanning&CRMConsumerBanking,HongKong,DBSAbundanceofCRMFiascoProjectedBenefitsandReturnsnotthereLowto“no”usageNotinpacewithchangingbusinessneedsQualitativeCreativitystillpredominantDataWarehouseCRMInitiativesFront-endPlatformAnalyticsProgramLearningTheGreatExpectationCRM-StrategyforRelationshipBuildingRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioning03-6monthsExtendintolife-timeCRMLifecycleGrowthStrategy-LifetimeRelationshipManagementServicingStrategyEnablerStrategyCustomerStrategy&BusinessObjectiveRetentionAcquisitionNewCustomerManagementCustomerRelationshipManagementRepositioningSegmentation03-6monthsExtendintolife-timeCustomerAnalyticsforDevelopingCRMCRMSuccessFactorsDifferentcustomershavedifferentneedsUnderstandyourcustomersServethemastheywishSegmentationDynamicModelingAnnotatecustomercharacteristicsCovertheentirecustomerbaseNoOneSchemeFitsAllProductTransactionUsageBehaviourValue-BasedSegmentsofOneKnowledgeofCustomersHighLowNumberofSegmentsFewManyNeeds-BasedSegmentation-KnowYourCustomersConventionalHomogeneouswithinSegmentandHeterogeneousamongSegmentsStableBalanceddistributionMono-dimensionalInternallyfocused(fordataavailability)DynamicBothhomogeneousandHeterogeneousBUTActionableEvolvingHierarchical-Pigeon-holeMulti-dimensionalTotalCustomerView-incorporatingexternaldataDynamicSegmentationSegmentationModelsSegmentPerformanceChangingBusinessNeeds…acontinuousandever-evolvingprocessMoreSegmentswillbegeneratedSomeSegmentswillbecomeobsoleteCustomerNeedsareEver-changingANewPracticalCourseAttributesMulti-DimensionalAccessibleHeterogeneousEvolvingActionableDynamicSegmentationinPractice…itchanges/growsasBusinessContextvariesCustomerBaseStage1Stage1Stage2Stage2Stage2Stage2Stage3Stage3Stage3Stage3Stage3Stage3Stage3Stage3Around100MicroSegmentsSegmentationhasitsownLifecycleStage2=BehaviouralStage3=Needs-basedSegmentation&ModelingforCRMProgramStructuredTripleACRMLifecycleModelStage2forAcquisitionStage2Stage2Stage3Stage3Stage3Stage3DynamicSegmentationAcquisitionCustomer-centricEliminatethe“Irrelevant”Anti-AttritionMicro-analysistoidentifyTriggerPredictiveModelDynamicSegmentationCRMModelCatchingtheRightCustomerattheRightTime+=Stage3forAnti-AttritionStage3forActivationIntelligentCustomer/SalesPlatformModelingTeradataCampaignMgtToolExternalDataCustomerDataLegacySystemsUnfoldingtheTechnicalEnablersDatamartOtherChannelsCRMPracticesDynamicSegmentationPigeon-holeTargetingPortfolioStrategyContactManagementWealthManagementInvestmentProneProfilingPortfolioProfitabilityAnalysisKnowledge-basedSellingCreditRiskProductsRisk-basedAnalyticModelLoanCustomersProfilingOptimizationModelProfitabilityProductProfitabilityCustomerProfitabilityCustomerValueModel-Current&LifetimeHolisticProfitViewUseDatatobuildCRMAnalyticsTeradataPre-SalesPlanningMulti-dimensionalCustomerAnalyticsIdentifyObjectionorAlternateProductCallManagementFinger-tipIntelligenceFacilitate“Personalised”ScriptCaptureCustomerPreferenceIntegrationCustomerProfileUpdateRevisedCustomerProfile-nextDynamicSegmentationRelationshipandLoyaltyBuildingwithEveryContactIntelligentSalesLeadsAnalyticFrameworkUtilizingKnowledgeinCustomerContactAcquisition-FocusingtheRelevantBeforeTripleAModelWithTripleAModelCustomersAcquiredhasdoubledForIllustrativePurposeLowContributionAdditionalProductPotentialProfileMatching-NearestSegmentPlanUpsellProgram15%MigratedtoaHigherValueSegmentIncreaseSegmentValue…whentheSegmentProfilestillholdsDevelopRelationshipwiththeAffluentTechnocrats-oneofthe100SegmentsActivationSegmentProfileasActivationDriverProgramscanbeResponsivebutSystematicProductGapSellingwithSegmentCloningIdeaGenerationSelectAppropriateMicro-SegmentElectronicSalesLeadsApplicabilityofTripleAProgramInterimReview(First48Hours)SelectChannelbasedonPreferenceDaily&WeeklyProgramMISCustomerPurchaseImprovementwithStructuredCAFromoverXWeekstoYDays…revitalizeEnd-to-EndCampaignProcessResponseupby4-6TimesCustomerCentricCustomerIntelligenceasFoundationCustomerValueModelDisciplineRelevantApplicationofEnablersBusinessProcessIntegration&TeamWorkAnalyticsDynamicnotStatic…besensitivetoBusinessChangesCustomerIntelligence~Enjoyable&Rewarding~CRMApplications百萬客戶大拜訪18一、課程目的

1、持續(xù)推動(dòng)主顧300（讓業(yè)務(wù)員有機(jī)會(huì)做）

2、每天完成7+3拜訪（讓業(yè)務(wù)員愿意做）

3、熟練掌握拜訪技巧（讓業(yè)務(wù)員會(huì)做）二、過程：三、內(nèi)容1、理念篇--知道和不知道？2、拜訪篇--心動(dòng)不如行動(dòng)3、話術(shù)篇--完美的拜訪是設(shè)計(jì)出來的19

理念篇知道和不知道？20猜中彩21人類最大的恐懼來自于未知世界的無知不知道是一種危機(jī)，一種威脅，一種恐懼。理念之一：

22不知道的兩種表現(xiàn)形式？？23（1）你曾拜訪過的客戶中，是否有各種不同的客戶性格類型？（2）你是否經(jīng)常變換不同的推銷策略？（3）你的推銷模式的成交率是多少？（4）失敗的原因是客戶？你？還是推銷方式？你知道還是不知道？業(yè)務(wù)員的不知道24愛人同志25理念之二：

不知道是客觀存在的，是認(rèn)識(shí)事物的開始26

生活中對(duì)待不知道的幾種態(tài)度：（1）不知道等于不存在；（沒市場，沒客戶）（2）不知道等于無所謂；（沒問題，沒關(guān)系，沒辦法）（3）不知道等于想知道，好奇并積極的探索！27理念之三：

人的進(jìn)步就在于不斷的減少不知道業(yè)務(wù)員的進(jìn)步就在于將自己和對(duì)客戶的不知道變成知道28

理念之四：

傭金的兌現(xiàn)來自于拜訪29理念之五心動(dòng)不如行動(dòng)30結(jié)論：除非你去做拜訪，否則永遠(yuǎn)你都處在不知道的狀態(tài)當(dāng)中煩惱、恐懼和壓力皆因此而生。31

拜訪篇心動(dòng)不如行動(dòng)32丑媳婦怕見公婆一、沒信心（1）對(duì)自己沒信心信心是拜訪出來的恐懼來自動(dòng)作的陌生，而不是來自動(dòng)作的難度（2）對(duì)新條款沒信心不好的條款在我心里，而不是在客戶眼中（3）對(duì)公司沒信心事實(shí)勝于雄辯二、懶惰33推銷員必備四大素質(zhì)1、自信充滿魔力2、熱情打動(dòng)顧客3、堅(jiān)韌導(dǎo)向成功4、勇氣突破障礙

這是行動(dòng)的起點(diǎn)34成功拜訪源于計(jì)劃明確行為的目的按預(yù)計(jì)程序執(zhí)行設(shè)計(jì)友善的氣氛35拜訪五要素何時(shí)何事何人何種方法何種理由成功的拜訪要以充足的準(zhǔn)備為前提。36

話術(shù)篇完善的拜訪是設(shè)計(jì)出來的37

使用電話的好處節(jié)省時(shí)間省時(shí)省力，提高效率消除拒絕的恐懼容易見到準(zhǔn)主顧使準(zhǔn)主顧有心理準(zhǔn)備38

電話的用途溝通信息（告知職業(yè)）聯(lián)絡(luò)情感約見商品簡介39約見約見的目的就是獲得面談的機(jī)會(huì)40

一九八四年，麥當(dāng)勞奇跡的創(chuàng)造者雷·克羅克與世長辭。在麥當(dāng)勞總部懸掛著克羅克的座佑銘。在世界上，毅力是不可替代的；才能無法代替它，------

有才能的卻失敗，就是蠢才；天才無法代替它，------

沒有報(bào)酬的天才只是個(gè)蠢才；教育無法代替它，------

世界上到處是受過教育的廢物；只有毅力和決心，才是無所不能的。41如何設(shè)計(jì)自己的人生？沒有確立目標(biāo)的航船，

永遠(yuǎn)不會(huì)有順風(fēng)！42電話流程實(shí)例自我介紹---是楊秀玉小姐嗎？你好，（不好意思打擾您了）我是平安保險(xiǎn)公司的黃華…運(yùn)用介紹---您的朋友蔣明強(qiáng)總經(jīng)理向我介紹您的……簡單恭維---他說您為人熱情又客氣，家庭事業(yè)都很順心……引起興趣---