Transcript
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Innovation in EBA-CRM Analytics: Turning data into action
Group 9
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Agenda
CRM Analytics Market Drivers
What is CRM Analytics
Business Architecture
CRM Analytics in Credit Cards
Helps to achieve objectives
Benefits
Value Additions
Challenges
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CRM Analytics Market Drivers
Failure of traditional CRM projectsLack of focus on a customer-centric business
strategy
Enormous amount of data from ERP, SCM and CRMData not analyzed to dig out trends and
patterns of customer behavior
93% of corporate data never used for decision
making process
Unable to achieve higher ROI through CRM
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Whatis CRM Analytics
For accurate Customer Behavior, companies must emphasize on
Analytical CRM is a consistent suite of analyticalapplications that help you measure, predict, andoptimize customer relationships.
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BusinessArchitecture
Source: Analytical CRM SAP White Paper
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CRM Analyticsin Credit Cards
Credit Risk Analytics
Credit DelinquencyScorecards
Customer Approval andConversion Scorecards
Optimal Loan Amount,Pricing and loan duration
Mortgage PortfolioOptimization
Collections Analytics
Fraud Analytics
Basel II Analytics
Marketing Analytics
Profit-based CustomerAcquisition Strategy
Revenue Scorecards; egTotal 180 days revenue
Campaign Management
Cross-sell Scorecards
Retention and Activation
Loan Prepayments Loyalty and Winback
Pricing Analytics
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Linking CRM Analyticsin CC
Customer information
Demography
Customer profitability
Customer history
Credit history
No of transactions
Amount of transactions
Spending pattern
New Accounts
Accounts Closed
Different charges
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Outcomesof CRM Analyticsin CC
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Helps ToAchieveObjectives
Develop accurate
forecasts
Achieve revenuegoals
Increase close rates
Increase customer
satisfaction (CSAT)
Reduce customer service
costs
Drive revenue throughservice channels
Drive campaign
ROI
Increase response
rates
Improve marketingagility
MARKETING SALES SERVICE
Source: Microsoft Business Intelligence, Nic Smith
CRM Analytics helps each organization to achieve their objectives
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Benefits
MMore
Agility
More
Customer Loyalty
Empower
employees with
customer metrics
that guide
employees to
make decisions
that will help build
customer trust.
More
Revenue
Prioritize
marketing and
sales initiatives in
those that show
the greatest
return on
investment.
Strategically
align all
customer-facing
operations and
empower
employees from
the top down to
quickly adjust to
changing
environments.
More
Productivity
Eliminate
learning curve
issues while
realizing fast
adoption rates by
delivering
familiar
applications that
work the way
your employees
work.
Source: Microsoft Business Intelligence, Nic Smith
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ValueAddition Marketing
Monitor MarketingPerformance
Analyze PipelinePerformance
Drive ConversionRates
Push Intelligence toPoint of Interaction
Source: Microsoft Business Intelligence, Nic Smith
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ValueAddition Sales
Monitor SalesPerformance
Analyze ProcessPerformance
Predict CustomerBehavior
Push Intelligence toField
Source: Microsoft Business Intelligence, Nic Smith
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ValueAddition Customer Service
Monitor ServicePerformance
Analyze ProcessPerformance
Predict CustomerBehavior
Push Intelligence toPoint of Interaction
Source: Microsoft Business Intelligence, Nic Smith
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Challenges
Integration with the Legacy systems
Quality of Data
Cost and Complexity of system integration
Cultural Challenges
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