管理咨詢059麥肯錫--crm研究報(bào)告-展示頁(yè)
2025-01-20 11:58本頁(yè)面
【正文】 s programs, offer/service changes) ?Communicate the benefit Typically see impact of 2030% on migration SASU0050030611A4 7 Key Levers KEY TRENDS OF SUCCESSFUL CRM ? Rely on existing assets ? Pilot capabilities incrementally ? Bifocal build approach How they use CRM to drive value ? Find practical ways to differentiate their core value proposition ? Leverage consumer attitudinal profiles to manage customer relationship and value migration ? Build CRM by incrementally delivering targeted offers that drive results and test capabilities SASU0050030611A4 8 FAVOR A BIFOCAL IMPLEMENTATION APPROACH Define longterm objectives and implementation roadmap ? Create a solid business model to back up envisioned CRM scheme ? Define an endgame architecture to support desired model ? Define implementation road map with clear priorities Launch incremental, quickwin actions ? Launch contained CRM projects with focused reach and implement dozens of pilots to learn from models ? Rationalize and unify customer databases accordingly ? Measure results of recent implementations ? Educate staff about CRM concepts SASU0050030611A4 9 CRM INITIATIVES LAUNCHED EARLY ON BY RELYING ON EXISTING ASSETS Crosssell insurance to credit card holders Increase credit limits of highusage customers (upsell) Reduce interest rates or fees for customers with high probability of churn Eliminate annual fees for very profitable customers Offer liquidation products to customers with a low willingness to pay Example initiatives Selective use of existing information is key to implementing CRM initiatives External data sources Internal data sources ? Account applications ? Product and client databases ? Credit bureau information ? Thirdparty contact lists Source: Team analysis SASU0050030611A4 10 ASSESS CRM ASSET REQUIREMENTS FOR EACH INITIATIVE Example initiative Required process Enabling CRM assets Currently available Crosssell insurance to credit card holders 1 Select random sample of credit card holders Hypothesis about who is most likely to need insurance Select port
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