Group9 Final

8/8/2019 Group9 Final

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Innovation in EBA-CRM Analytics: Turning data into action

Group 9


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Agenda

CRM Analytics Market Drivers

What is CRM Analytics

Business Architecture

CRM Analytics in Credit Cards

Helps to achieve objectives

Benefits

Value Additions

Challenges


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CRM Analytics Market Drivers

Failure of traditional CRM projectsLack of focus on a customer-centric business

strategy

Enormous amount of data from ERP, SCM and CRMData not analyzed to dig out trends and

patterns of customer behavior

93% of corporate data never used for decision

making process

Unable to achieve higher ROI through CRM


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Whatis CRM Analytics

For accurate Customer Behavior, companies must emphasize on

Analytical CRM is a consistent suite of analyticalapplications that help you measure, predict, andoptimize customer relationships.


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BusinessArchitecture

Source: Analytical CRM SAP White Paper


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CRM Analyticsin Credit Cards

Credit Risk Analytics

Credit DelinquencyScorecards

Customer Approval andConversion Scorecards

Optimal Loan Amount,Pricing and loan duration

Mortgage PortfolioOptimization

Collections Analytics

Fraud Analytics

Basel II Analytics

Marketing Analytics

Profit-based CustomerAcquisition Strategy

Revenue Scorecards; egTotal 180 days revenue

Campaign Management

Cross-sell Scorecards

Retention and Activation

Loan Prepayments Loyalty and Winback

Pricing Analytics


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Linking CRM Analyticsin CC

Customer information

Demography

Customer profitability

Customer history

Credit history

No of transactions

Amount of transactions

Spending pattern

New Accounts

Accounts Closed

Different charges


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Outcomesof CRM Analyticsin CC


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Helps ToAchieveObjectives

Develop accurate

forecasts

Achieve revenuegoals

Increase close rates

Increase customer

satisfaction (CSAT)

Reduce customer service

costs

Drive revenue throughservice channels

Drive campaign

ROI

Increase response

rates

Improve marketingagility

MARKETING SALES SERVICE

Source: Microsoft Business Intelligence, Nic Smith

CRM Analytics helps each organization to achieve their objectives


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Benefits

MMore

Agility

More

Customer Loyalty

Empower

employees with

customer metrics

that guide

employees to

make decisions

that will help build

customer trust.

More

Revenue

Prioritize

marketing and

sales initiatives in

those that show

the greatest

return on

investment.

Strategically

align all

customer-facing

operations and

empower

employees from

the top down to

quickly adjust to

changing

environments.

More

Productivity

Eliminate

learning curve

issues while

realizing fast

adoption rates by

delivering

familiar

applications that

work the way

your employees

work.



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ValueAddition Marketing

Monitor MarketingPerformance

Analyze PipelinePerformance

Drive ConversionRates

Push Intelligence toPoint of Interaction



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ValueAddition Sales

Monitor SalesPerformance

Analyze ProcessPerformance

Predict CustomerBehavior

Push Intelligence toField



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ValueAddition Customer Service

Monitor ServicePerformance

Analyze ProcessPerformance

Predict CustomerBehavior

Push Intelligence toPoint of Interaction



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Challenges

Integration with the Legacy systems

Quality of Data

Cost and Complexity of system integration

Cultural Challenges

Documents

Group9 Final