SA NOSTRA: TOTAL CRM WITH SAS
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1 SA NOSTRA: TOTAL CRM WITH SAS ONE STEP FORWARD From analytical to operational. Antoni Canals / Javier Rojas 1 May 2001
2 AGENDA Presentation. Background. CRM steps. To sum up... 2
3 PRESENTATION - THE COMMUNITY (1) Balearic Islands 3
4 PRESENTATION - THE COMMUNITY (2) Inhabitants Cars Income per habitant. 4
5 PRESENTATION - THE COMMUNITY (3) Tourists overnight stays airport transfers. 950 Financial Institutions Branches M in deposits 5
6 PRESENTATION - THE COMPANY 9Establisehd 119 years ago (1882) Employees Branches Cash machines Clients M business volume. 970 M Cash-Flow. 9Market share in Balearic Islands: 930% in deposits. 921% in loans. 914% in branches. 6
7 PRESENTATION - WHAT IS C.R.M.? 7
8 TO CLOSE THE CIRCUIT > MANAGE TIME BETTER > APPROPRIATE INFORMATION AT THE RIGHT TIME > MAXIMUM INFORMATION ABOUT THE CLIENT (HISTORICAL & ACTUAL) > DISTRIBUTION INFORMATION VIA INTRANET > APPLICATION STRATEGIES > TAKING AND CARRYING OUT DECISIONS. > BRING NEW INFORMATION MANAGER NEEDS > CREATE NEW OPPORTUNITIES FOR BUSINESS > NAVIGATION THROUGH MDDB s TO OBTAIN KNOWLEDGE > INVESTIGATION > ELABORATION STRATEGIES 8
9 PERSONALIZED MANAGEMENT It s a culture. It s a way of behaving. It s a way of understanding those things related to the client. Information Ability to anticipate issues. Effectiveness Etc. ABILITY TO GENERATE CONFIDENCE ON THE PART OF THE CLIENT. 9
10 PRESENTATION - WHAT IS C.R.M.? 10
11 Sa Nostra Palma Part Forana Menorca Pitiüses BACKGROUND Customers Nº Oficines 64 Nº Oficines Caixa de Balears Main customer requests: Main Customers Business 100 customer requests: 10 % A 15 % 75 % PERSONALIZED SERVICE EFFICIENCY HIGH %OF SHARED CUSTOMERS A V Business 80 % 15 % 5 % Business VO LUM V Main customers requests: CONCEPTS: Customer loss Deceases Others VO LUM B PERSONALIZED SERVICE EFICACY CONCEPTS: Desvinculación de clientes Pérdida Defunción HIGH CONCENTRATION OF CLIENTS B ANALYSIS KNOWLEDGE HIGH CONCENTRACIÓN OF CLIENTS STRATEGY 11
12 BACKGROUND THE PERSONALIZED RELATIONSHIP STEPS CUSTOMERS KNOWLEDGE FRIENDLINESS ANTICIPATE THE CUSTOMER S NEEDS. LOOK AFTER THE CUSTOMER S INTERESTS. ESTABLISH A PHYSICAL SITE SUITABLE FOR CONFIDENTIALITY. A RELATION WITH THE SAME MANAGER (WHO KNOWS THE CLIENT AND UNDERSTANDS HIS NEEDS) 12
13 BACKGROUND FIDELITY / LOYALTY /TO TIE To shield CUSTOMERS Increase TOP customers Profiles Discover TOP Potentials POTENTIALS REDUCE ESCAPES 13
14 CRM STEPS STRATEGY CUSTOMER single point of view 14
15 STRATEGIC CRM 1998 ANALYST MORE FUNCTIONS 15
16 STRATEGIC CRM ABC Analysis Selection criteria... 16
17 STRATEGIC CRM GIS... 17
18 CRM STEPS STRATEGY CUSTOMER INFORMATION DELIVERY single point of view 18
19 CORPORATIVE CRM 19
20 CORPORATIVE CRM 20
21 CORPORATIVE CRM 21
22 CORPORATIVE CRM 22
23 CRM STEPS STRATEGY CUSTOMER INFORMATION DELIVERY single point of view MANAGER PORTFOLIO 23
24 OPERATIONAL CRM Expiry or maturity dates in accounts Customer loss in process Business opportunities Other advice 24
25 CLIENT INFORMATION OPERATIONAL CRM FIGURES ALARM SYSTEMS CONTACTS, BUSINESS OPPORTUNITIES, ETC. 25
26 CUSTOMERS SELECTION FINANCIAL INFORMATION INTERNAL CONNECTIONS CROSS SELLING COLLECTIVES TRAFFIC HIGHLIGHTING ALPHABETICAL RESEARCH FINANCIAL FROM CLIENTS FROM MANAGEMENT FINANCIAL INFORMATION EVOLUCION FIGURES ON-LINE INFORMATION FINANCIAL GROUP COLLECTIVES CAMPAIGNS SELECTION CRITERIA ARBITRARY ASSIGNMENT MATURITY DATES SEVERENCES POTENTIAL ETC. MULTI-CHANNEL ACCESS REPORTS REQUESTS NEW NO CLIENT AND DATA ASSIMILATION MANAGEMENT MAINTENANCE WARNINGS / ALARM SYSTEM NOTES POTENTIAL CONTACTS BUSINESS OPPORTUNITIES BRANCHES CASHIERS PHONE E-BANK INTERNET CALL-CENTER MAILING WAP ETC. 26
27 OPERATIONAL CRM 27
28 OPERATIONAL CRM 28
29 OPERATIONAL CRM 29
30 OPERATIONAL CRM COLLECTIVES 30
31 OPERATIONAL CRM Customers Diary 31
32 CRM STEPS STRATEGY CUSTOMER INFORMATION DELIVERY single point of view MANAGER PORTFOLIO 32
33 TO SUM UP... Using standard applications. From any Data Source. Analysis tools and information distribution Support tools to manager. C.R.M. 33
34 WE ARE AVAILABLE FOR ANY ADDITIONAL INFORMATION THAT CAN HELP YOU. CAIXA DE BALEARS SA NOSTRA THANKS. 34
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