顧客關係管理創新流程:以金融業為例

Abstract

台灣銀行業在先天上的經營相較亞洲各國原已更為艱困，加上受到全球市場的衰退，國內政令法規屢屢修改，高階管理者需要具備更 創新的思維及採取差異化的客戶經營策略才能領先同業立於長期不 敗之地。 在 21 世紀的資訊科技潮流衝擊，企業所遭遇到的經營議題更棘 手，如:「擁有客戶資訊不完整」，「以產品開發未以客戶導向」及「缺 乏潛客開發機制」…等，因此如何應用分析能力作好一個有效的顧客 關係管理來提升利益，成為企業的一重要挑戰。 本研究由文獻探討 開始並收集同業國內外顧客關係管理解決方案的實績，嘗試採用 「IDEO 創新流程」設計一套顧客關係管理創新流程，以分析為基礎 驅動行銷應用，以客戶為中心串連「客戶分析」，「資料採礦」解決方 案，「行銷活動管理」解決方案到實踐銷售商機的點對點的完整解決 方案。 本研究主體是以國內一家主要金控的財富管理事業組織作為案 例，執行三個試行客群行銷專案用來檢視上述的創新流程之適用性， 在過程中先以粗歩架構啟動，並一邊執行，迅速發現問題同時不斷修 正直到建立順暢的流程而成為一經常性的顧客關係管理解決方案。 本研究的貢獻是：建立一套適用於財富管理顧客關係管理的基礎流程，成為日後行銷人員應用的依據方法與流程，並在專案執行的財務面也為組織帶來增加的$23 億銷量與$6 千 7 百萬收益；更進一歩提 出邁進顧客關係管理下一成熟階段之建議方向。

Due to the structure defect, the Banking management has already been challenging in Taiwan Financial Service sector compared to other Asian countries. In recent years, it was getting tougher, which was impacted by the decline of the global market and the domestic regulatory issues. Faced with all these difficulties, it will require the Executives to build the innovative thinking and adopt the differential Customer Management strategy to be ahead in market place in longer term. In addition, the upcoming trend of the new technology in 21st century accelerated the pace of the transformation and created more business issues, such as: “in-efficient customer data to analyze/ understand customers” , “too much “Product- push” instead of Customer- centric” and “lack of the mechanism to identify the potential valuable customers”…etc. Therefore, how to develop the “Analytics” capability and the deployment to the “Customer Relationship Management” campaigns to increase the customer value is becoming the critical business challenge.. The scope of the Research started with the study of the past Researches related to “Customer Relationship Management” solutions and also the real practices in global and domestic Banking industry. The attempt of the Research was to leverage the “IDEO Design Thinking” process/ methodology to establish the Innovative Customer Relationship Management Process and using the Analytics as the driver to integrate the “Data Mining” solution, “Campaign Management” solution and front-line sales execution to achieve an ” End-to-End Customer Relationship Management“ solution. The main objective was to validate the feasibility of the Innovative CRM process via the implementations of three pilot campaigns and continuously made the refinement for the key steps during the process of executions. The major contributions found from the Research were: proved that the tailor-made CRM process was workable for Wealth Management business and been continuously applied well to the following campaigns launched by the marketing PMs. Secondly, demonstrated the incremental sales and revenue has been created by the new CRM executions. Thirdly, pinpointed the principal suggestions for the next complex Customer Relationship Process development.