毕博上海银行咨询Final Deliverables Marketing121499.doc
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1、HANVIT BANKCORPORATE CUSTOMERMARKETING12/10/99Prepared by KPMG, LLPThis Document is Proprietary and Confidential to Hanvit Bank and KPMG, LLP. Unauthorized duplication is prohibited.TABLE OF CONTENTSHANVIT BANK CORPORATE MARKETING FUNCTION4Overview4OBJECTIVES OF CORPORATE MARKETING5Goals & Objective
2、s of Corporate Marketing5Commercial Client Marketing8MARKETING PROCESSES11MARKETING STRATEGY AND BUSINESS DEVELOPMENT15Marketing Program Development15Marketing Roadmap for Hanvit Bank16Marketing Planning17Business Development Planning19MARKETING AUTOMATION22DATABASE MARKETING25CAMPAIGN MANAGEMENT27S
3、ALES FORCE AUTOMATION33CUSTOMER RELATIONSHIP MANAGEMENT35ENTERPRISE INTEGRATED RELATIONSHIP MANAGEMENT38TECHNOLOGY SUPPORT40Technology Solutions for Automated Customer Marketing40Marketing Software42Contact Manager Software42Sales Force Automation Software42Campaign Management Software42Corporate Cu
4、stomer Data Warehouse43ROLE OF CONTACT PERSONNEL IN AUTOMATED MARKETING45Relationship Managers & Product Specialists45CASE STUDIES46Case Study 1 - Customer Relationship Management Database, Union Bank of California46Case Study 2 Enterprise Integrated Customer Data Warehouse48Case Study 3 Channel Con
5、vergence at a Large Regional Bank50Case Study 4 Major Regional Bank Merging Cultures and Customer Relationship52Case Study 5 Major Regional Bank Sales Force Automation54Case Study 6 Major International Bank Information Support for RMs55Case Study 7 $2bn US Commercial Bank Query & Reporting Decision
6、Support56Case Study 8 Cost Overruns in Marketing Automation57Case Study 9 Top 5 US Commercial Bank Marketing Automation58APPENDICES60Appendix 1 - Marketing Automation Components60Appendix 2 - Evolution of Marketing Automation61Appendix 3 - Guidelines to Achieve Marketing Success67Appendix 4 - Guide
7、to Marketing Database Development69Appendix 5 - Role of Customer Service in Ensuring Marketing Success71Appendix 6 - Customer Relationship Management - Supporting Statements from Analysts73Appendix 7 Assuring Success of CRM Initiatives76Appendix 8 - Sales Applications for Wholesale Banking78Appendix
8、 9 - Real-Time Decision Making in Marketing79Appendix 10 - Achieving Superior Customer Service Performance80Appendix 11 - Small Business Marketing81Appendix 12 - Lessons from Marketing to Small Businesses85Appendix 13 - Implementing Enterprise Customer Management86Appendix 14 - Bank Delivery Channel
9、 Convergence89Appendix 15 - Thoughts on Marketing at Hanvit Bank92Appendix 16 - Marketing Alternatives to Bank Lending94Appendix 17 - Mobile Solutions for Banking97HANVIT BANK CORPORATE CUSTOMER MARKETING FUNCTIONOverviewThis document describes some techniques and tools for marketing of commercial l
10、oans and other products applicable to the commercial or corporate customer marketplace. Hanvit Bank can implement many marketing capabilities using data from the database built for the CRMS project. For maximum marketing information, the CRMS data should be used in conjunction with data and informat
11、ion from other Hanvit Bank IT systems and outside data sources such as KIS and NICE.There two primary activities for the marketing function. The first is to identify and attract new customers. These could be new customers to the bank or they could be existing customers who express a desire for produ
12、cts and services that they do not presently use. This is a “mass” marketing type activity which is segmented as much as possible to make the most efficient use of mass communications techniques. Generally the marketing database is searched for the targeted customer segments and marketing campaigns a
13、re conducted to these prospects.The second is the process of marketing and cross selling to existing customers in a one-to-one process. The data gathering process is similar to prospect marketing except that more information is taken from the banks internal files to match product usage and customer
14、information to identify cross-selling prospects. In both cases, the marketing information is sent to the relevant Relationship Manager (RM) or Product Specialist (PS) so that a selling process can be targeted at the identified customers in a more targeted one-on-one sales effort. This marketing also
15、 makes more use of other internal information on the customer to help build and justify the product or service sales effort.The techniques described in this paper will begin with a discussion of the benefits of simple “data list pulling” which is the foundation for direct marketing and sales prospec
16、t identification. From this, banks usually employ more sophisticated data acquisition and data manipulation tools to enhance the marketing process until a stage referred to as Customer Relationship Management (CRM) is achieved. CRM and Enterprise Integrated Relationship Management (EIRM) will be dis
17、cussed as they relate to long term goals of an integrated marketing function.Accordingly, this paper will present the following basic marketing subjects: Marketing Overview Objectives of Corporate Marketing at Hanvit Bank Marketing Processes Marketing Strategies and Business Development Marketing Au
18、tomation Database Marketing Campaign Management Sales Force Automation Customer Relationship Management Enterprise Integrated Relationship Management Technology Support Appendices and Case StudiesOBJECTIVES OF CORPORATE MARKETINGOverall the Hanvit Bank corporate banking marketing function should sol
19、ution include: Market research & analysis, including, - Market potential for target clients- Customer profiling & segmentation- Customer life cycle management- Marketing data analysis- Competitor analysis Identification and development of market segments Integration with Relationship Manager, Produc
20、t Specialist and other branch office functions Follow up and customer servicing of client relationships.The commercial customer marketing process should be fully integrated with all other Hanvit Bank marketing schemes so that the bank can go to market with a strong product and brand marketing effort
21、. The goal is to differentiate the bank from its predecessor banks (Hanil & CBK) and from other Korean and foreign bank competitors. Marketing program management usually includes all of the following activities: Database marketing Campaign management Relationship marketing Telemarketing Internet mar
22、keting Marketing encyclopediaSome activities like telemarketing are more typically deployed in a consumer marketing scheme but can be used effectively in corporate customer marketing.Goals & Objectives of Corporate MarketingHanvit Bank has established Large Corporate and SME Business Units (the “Com
23、mercial Customer Business Units” (the “Business Units). Their mission is to become a world-class provider of a complete range of financial products and services Samples of products and services would include: Corporate banking, Investment Banking, Treasury Capital Markets, Insurance, Electronic Bank
24、ing, Trade Services including letters of credit and FX services, Payments & Cash Management, Business Credit Cards, Leasing, Finance Factoring, Securities Services, Private Banking Services for Key Company Executives to their business segments. The business units will accomplish this mission by: Pro
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