CRM CSF CRM CustomerCentric Enterprise CustomerChannel Product Strategy

CRM CSF - 고객중심의 CRM 전략(계속) 고객중심기업(Customer-Centric Enterprise)으로 전환하기 위한 Customer/Channel/ Product Strategy, Business Process, IT, Organization 등 기업전반에 관한 Transformation Strategy임 CRM Vision CCP Strategy * Customer 기업 내/외부환경의 분석을 통하 여 고객, 채널, 상품/서비스 전략 의 유기적 관계를 고려하여 수립 Prefer / Cost-effective • Customer Segmentation Prefer / Profitable CRM Channel • Channel Transformation Product/Service Sales Potential / Cost-effective • Product/Service Innovation Process / Organization Streamlined / Flexible / Integrated 고객중심의 효율적 기업운영을 위한 마케팅, 세일즈, 서비스영 역의 변화전략 Marketing Sales Service • To-Be CRM Process Design • To-Be Organization Design Integration : Multi-Channel / Customer Info. / Back-Office IS / IT Campaign Management • CRM Application/Data 도출 * CCP Strategy : Customer/Channel/Produc t Service Strategy • To-Be Architecture Design SFA DW • Solution Evaluation 16 Call Center Internet / Web ERP

CRM CSF - 통합적 CRM 전략 수립 및 이행(계속) CRM전략 프로젝트 수행방법론은 Assessment, Vision & Strategy, 그리고 Action Plan의 3가지 단계로 구성됨. Assessment Project Mobilization Assess External Environment Vision & Strategy Establish CRM Vision & Strategic Direction Action Plan Develop CRM Master Plan Industry / Market Trend Competitor Develop Change Plan Customer Need & Pattern Best Practice/Benchmark Assess Internal Environment Current CRM Strategy Develop CRM Strategy • Customer Strategy • Channel • Product/Service Solution Evaluation As-Is Process To-Be Process Design As-Is Organization To-Be Organization Design As-Is IS / IT To-Be IS / IT Architecture Project Management 17

CRM CSF - Closed Loop CRM 프로세스 설계(계속) CRM 프로세스는 고객정보관리를 중심으로 마케팅, 세일즈, 서비스 프로세스가 상호 유기적 으로 결합되어 Closed Loop 프로세스를 형성하도록 설계되어야 함. Closed Loop CRM Process 마케팅 • Market Research & Analysis • Customer Segmentation • Product Development • Market Strategy Development • Campaign Management 세일즈 고객정보관리 서비스 18 • Sales Strategy Definition • Channel Management • Account Management • Selling & Sales Close • Customer Management • Customer Queries • Contact Management • Trouble Management • Billing • Payment Processing

CRM CSF - CRM 인프라로서의 EDW 재구축(계속) 현행 마트 중심의 시스템이 CRM을 성공적으로 지원할 수 있는 통합된 분석 인프라로서 재구 축되어야 HR Equity 함. ATM Leasing Other Term Deposits Credit Card Consumer/ HP Transaction Web Foreign Currency G / L Operational Data Stores Loans Deposits Item Processing Securities Savings Mortgage Credit Agency Lending POS Competitor Insurance Treasury Market Others Funds Mgt. Contact Management Switches Corporate External Data TYPES OF DATA SOURCES Enterprise Data Warehouse Party Location Product Account Campaign Channel Internal Organisation Event External Data EXAMPLES OF ANALYTICS Marketing Risk Analysis KPI & Fin. Reporting Product Analysis Sales Revenue & Reporting Marketing Financial Planning & Analysis Campaign Analysis Profitability Analysis Distribution Management Market Planning & Analysis Compliance Analysis 25 Call Centre Reporting Asset & Liability Mgmt & Compliance Market Segment Reporting Channel Analysis HR Reporting Customer Analysis

CRM CSF - CRM을 위한 정보요구와 전사 데이터모델링(계속) CRM에 대한 정보 요구사항의 파악과 On/Off line을 통합한 전사적인 데이터 모델링이 요구됨. has activity of/involves uses or manages/is used or managed by. ACCOUNT represents/is represented by PARTY is involved with/involves EVENT offers or services/ is offered or serviced by is domiciled at/is vehicle for PRODUCT can be contacted at/is contact for is vehicle for/is conducted via manages/managed by is marketed by/ markets may be a/is a Z LOCATION INTERNAL ORGANIZATION CHANNEL targets/is target for targets/is targeted by is target for/targets CAMPAIGN is delivered via/is vehicle for 26

CRM 성공을 위한 전사적인 역량개발과 집중 - IT Infrastructure Customer Insight Change Management Strategy CRM Enabled IT Infrastructure Process Enabled IT Infrastructure Organization q 동종산업의 CRM 기술 동향 파악 q 우리기업에 적합한 CRM IT Infra 설계 q IT Infra의 문제점과 개선 방안 q 고객 접점 발생 Data의 EDW의 연계방안 q CRM 인프라로서의 EDW 재구축 q 우리기업 CRM IT Architecture와 비즈니스 연계방안 q Channel Integration을 위한 IT 구조설계 q EDW와 Mining과의 상호 활용방안 q CRM IT 투자에 대한 ROI 측정 및 관리방안 36