Analytical CRM solution for Banking industry

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1 Analytical CRM solution for Banking industry Harbinger TechAxes PVT. LTD Insights about What are the reasons and freq. for a customer contact? What are my product holding patterns? Which of my are most likely to attrite / deepen? What are the transaction & channel usage patterns of my? What is the revenue earned from a customer? Who should be contacted for a campaign? What is the risk profile of my? Who are my most profitable? Who are my customer? What is their demographic & psychographic profile?

2 is key According to industry estimates, in a typical bank 20 percent of the represent 80 percent of the profits. Additionally, a 5 percent increase in customer retention can produce an increase in profits between 25 percent and 130 percent What is Analytical CRM? Helps organizations to process information effectively to provide customer intelligence and to use this intelligence to drive differentiated treatments. Profitability analysis segmentation Campaign Management System/ Cross selling Loyalty marketing Channel Analysis Life Cycle Value

3 CRM technological upgrade curve Technology Upgrade Extract Transform Load Report Writer Online Analytical Processing Data Integration Advanced Mining Tools Multidimensional Analysis Basic Canned Reports Predictive Modeling Descriptive Modeling BUSINESS INTELLIGENCE What will happen ANALYTICAL INTELLIGENCE Why it has happened BASIC INTELLIGENCE What has happened Raw Data Evolving of CRM Analytics Life Time Value Loyalty Value Upgrade Focus shifting from Product to Profitability Campaign Management System Segmentation Product Information Product Profitability Integration BI Framework

4 Characterization of CRM maturity Stage 1 Profitability Retention Segmentation Campaign Mgmt Proactive Stage 2 Life Time Value Loyalty Channel Viability Real time & Predictive Segment the to gain insight Those are my most profitable

5 Cost versus Value Lifetime value of customer HIGH VALUE LOW COST earners LOW VALUE LOW COST sleepers HIGH VALUE HIGH COST screamers LOW VALUE HIGH COST drainers Reduce cost through automation Lifetime cost of customer Need to segment the segmentation Process of figuring out which differences and similarities are most significant across all And then to divide the customer base into groups based on relevant distinctions Analytical CRM enables organizations in Capturing & analyzing large bodies of timely data Identifying significant co-relations among numerous customer attributes

6 Ways to segment the Lifestyle Profitability Product holding Technology users Life Stage Segmentation Buyer Behavior Psycho- graphic Needs state Channel Behavior Loyalty Benefits of gaining insights on Relationship view of a customer vs. Account view Maximize profits for a relationship than a transaction Tailor different strategies for different segment of Track each & every event with the Maximize value of customer to the enterprise Keep customer aware about opportunities from the enterprise

7 Cross Sell List Generation SOURCE SYSTEM Product A Cross sell Lists SOURCE SYSTEM Product B SOURCE SYSTEM Product C Integration Product A to Term Product B and C Product B to Product A & C Product C to Product A and Product B Service Executives Sales Tele Callers Telemarketing Event based campaigns Action A potential High Value makes a Product Inquiry A Potential High Value Opens a Cr Card Account A High Value Decreases holdings by 80% CRM System Acquisition Campaign The Inquiry is captured Systems monitors data warehouse for purchase. If no purchase within 14 days Stimulation Campaign System checks for spend less than within first 3 months Win-back Campaign System identifies a significant reduction in holdings Execution Follow up with Direct Mailer/ Telemarketing Call to check for satisfaction/ problem/ engage Initiate a need analysis/ win back program via Relationship Mgr

8 One on One Cross sell Right customer Select the perfect customer Relevant communication Personalization of communication Right product Right product being cross sold Right price Through the relevant channel Channel through which customer is most likely to accept the offer BI Infrastructure for Loyalty marketing Impact on loyalty CRM-driven marcomms Customized soft benefits Improved offerings Recognition Silver Card Engagement Gold Card isation Premium Card Level of differentiation

9 The Multi-channel interaction Branch Value to Net Banking ATM Bank by phone The Channel Analysis Banks need to analyze their database and figure out the following: Value proposition of a channel to a customer Cost of using each channel for various transaction Staffing costs Premises costs Infrastructure costs Technology costs Advertising costs Miscellaneous cost Strategic value of a customer (Revenue / Profit) Based on the above banks need to come up with different tariffs / price plans for various segments of Migrate low value Keep high value to channels where intimacy can be maintained and relationship size can be increased

10 TechAxes Analytic Model Core Banking System Data Warehouse TechAxes Data Analytics Data Marts Data mining Life-time value Profitability Reporting Sales Force Automation Campaign Management Business Operations Order Management System Enterprise Resource Planning Support System Contact Mgmt System Marketing Sales Service ATM Self-service Client Call Center Phone Client Branch Client Centric Model Deposits Credit Cards Insurance House Loans Car Loans Other Loans Extraction / Transformation / Loading Cost Dataunit Cost Account Maintenance Profitability Algorithm TechAxes Multidimensional Data Model External Demographics Household Algorithm Business Intelligence Strategic Planning Product Management Segment Management Marketing Management Sales Force

11 Next steps Thank you for your time. Please get in touch with us to learn more about TechAxes Analytical CRM Solution. Harbinger TechAxes Pvt. Ltd. Jaipur, India Phone: (+91) , Fax: (+91)

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