Scribd Logo
Upload

Welcome to Scribd!

  • 143 views

    CRM

    Uploaded by

    Ankush Gupta
    RBC Group uses CRM to gain a competitive advantage and increase customer profitability. 20% of RBC customers are responsible for 100% of profits. RBC segments customers into key, growth, and prime groups to realign business areas and foster collaboration. Tools like the Value Analyzer and Nexus were developed to more accurately measure customer profitability and identify potentially profitable customers. Customer data from CRM is used to determine targeted marketing campaigns and service levels.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    CRM

    Uploaded by

    Ankush Gupta
    143 views20 pages
    RBC Group uses CRM to gain a competitive advantage and increase customer profitability. 20% of RBC customers are responsible for 100% of profits. RBC segments customers into key, growth, and prime groups to realign business areas and foster collaboration. Tools like the Value Analyzer and Nexus were developed to more accurately measure customer profitability and identify potentially profitable customers. Customer data from CRM is used to determine targeted marketing campaigns and service levels.

    Original Title

    Crm

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    RBC Group uses CRM to gain a competitive advantage and increase customer profitability. 20% of RBC customers are responsible for 100% of profits. RBC segments customers into key, growth, and prime groups to realign business areas and foster collaboration. Tools like the Value Analyzer and Nexus were developed to more accurately measure customer profitability and identify potentially profitable customers. Customer data from CRM is used to determine targeted marketing campaigns and service levels.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    143 views20 pages

    CRM

    Uploaded by

    Ankush Gupta
    RBC Group uses CRM to gain a competitive advantage and increase customer profitability. 20% of RBC customers are responsible for 100% of profits. RBC segments customers into key, growth, and prime groups to realign business areas and foster collaboration. Tools like the Value Analyzer and Nexus were developed to more accurately measure customer profitability and identify potentially profitable customers. Customer data from CRM is used to determine targeted marketing campaigns and service levels.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    5/4/12

    Customer Profitability and Customer Relationship Management (Abridged) RBC FINANCIAL GROUP
    Click to edit Master subtitle style

    Ankush Gupta

    5/4/12

    To Be Cont

    RBC Group: RBC Royal Bank, RBC Insurance, RBC Investments, RBC Capital Markets, RBC Global Services. RBC Royal Bank is accounted for 50% of RBCs cash net income. 20% of RBC customers are responsible for 100% profit of RBC. CRM to gain competitive advantage and to increase customer profitability.

    5/4/12

    Situation

    Bank has adopted CRM in early 90s to gain competitive advantage. the time of installation, it keeps on upgrading the program. of worry is: Though fresh CRM program is more effective but on revenues, previous one scored better.

    From

    Point

    5/4/12

    Lets go
    Bank

    Started with the basic mode of upon:

    CRM.
    Emphasizing

    Self Service Hours

    Convenient

    Accessibility Reach

    ability

    5/4/12

    CRM at Royal Bank

    Click to edit Master subtitle style

    1997, A study was conducted to find out what aspect of banking, customers value most. Involving 2000

    5/4/12

    Marketing Study Results

    Reorganization around CRM

    5/4/12

    Primary customer segmentsKey, Growth, and Primewere used to realign Royal Banks business . This friendly competition was designed to foster close collaboration between functional areas, product and segment managers, and centers of expertise (such as marketing, CRM, and SMR&A).

    5/4/12

    5/4/12

    CRM, then what?


    Through CRM, one can get customer profitability data, personal details like needs, expectations and preferences. Now what to do?

    What How

    do we do with this information?

    can the Bank derive value from CRM and customer profitability?

    5/4/12

    Bank

    to centralize sales lead generation, locating the sales and marketing groups. and future customer profitability to determine targeted direct marketing campaigns, levels of

    current

    customer service other customer-oriented decision-making.

    Customer Profitability & Potential Measurement @ Royal Bank


    To find out the potential customers, Royal Bank segmented its customers into 3 buckets 1. A Most Profit Generating Customers 2. B Some Profit generating customers 3. C Broke even or lost money It helps the Royal bank to align the sales force & to fish out the New

    5/4/12

    5/4/12

    Value Analyzer (developed by NCR group)


    To manage huge database and maintaining good processing , even when the transactions were on. This problem is solved by adopting Value Analyzer, which it is used to calculate the customer profitability as fast as it required

    5/4/12

    Output From Value Analyzer


    By

    using Value Analyzer, bank found profitability ranking changed at least 70% of rankings changed by 1. More accurate separate information 2. Customer specific risk assessment 3. Transactions based fee 4. Cost element

    5/4/12

    Nexus (for potentially profitable customers)


    Profitability model designed by using 1. Detailed & accurate data of customers 2. Activity Based Costing (ABC) of customer

    5/4/12

    Activity based costing

    5/4/12

    Lifetime Value Personal direct marketing

    5/4/12

    Bank Client Card


    SMR&A comes with a smart card for all account holders with Royal Bank. It includes all the client information such as 1. Age 2. Address 3. Who product the customer holds. 4. Targeted for particular lone of credit product. It emphasis branches to make better

    5/4/12

    Comparision

    Based on how people rate on each model they are classified into 14 categories, for which banks have a specific objective: 1. Retain 2. Grow 3. Manage Client Risk 4. Optimize Cost These categories are used for 1. Marketing Effectiveness

    Customer profitability for Customer Decision

    5/4/12

    Customers decision depends upon 1. Customized marketing campaign 2. Alignment of pricing discretion 3. Alignment of level of service Based up on the depth & potential of a relationship. Customer decision refer to customer strategies that are build in decision engine. Engine contains a multitude of

    5/4/12

    You might also like