신한금융그룹 EDW/CRM 구축 프로젝트 중간 임원 보고

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1 CRM 주요성공전략과신한금융지주 GDW/CRM Project 이인규팀장신한금융지주 IT 기획팀

2 What is CRM, Anyway? 1

3 CRM: A Working Definition The infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to remain loyal, indeed, to buy again. from The CRM Handbook (Addison Wesley, Summer 2001) 신규고객획득, 기존고객유지, 수익성등을향상시키기위한지속적인커뮤니케이션을통하여고객의행동을이해하고영향을끼치기위한광범위한접근이다. < 가트너그룹 > 2

Win-Back CRM 은기업들이고객에대한지식을활용하여개개인에게적합하게맞춘상품및서비스를제공하고, 이를통하여상품,

4 CRM 의일반적정의 C R M 은 경영혁신전략이다. 전사적고객관리이다. 고객관리를위한통합솔루션이다. 고객가치증대 고객유지 CRM 고객유치 CRM 은수익성증대라는목적을위하여가장가치있는고객을찾아내고유치하며유지하는일련의활동이다. Win-Back CRM 은기업들이고객에대한지식을활용하여개개인에게적합하게맞춘상품및서비스를제공하고, 이를통하여상품, 서비스판매의극대화를이루는과정이다. CRM 은세일즈, 마케팅, 고객서비스및지원등의영역에있어고객관계를관리하는것과관련된 Biz Process 들을자동화하고개선하기위한개별적인 S/W 와기술인것과동시에하나의체계적이론이다. 고객이해기반 3

5 CRM 의일반적프로세스 고객분석 CRM Closed Loop 마케팅기획 고객고객데이터데이터및연관연관데이터데이터추출추출 마이닝마이닝모델모델적용적용 고객고객세분화를세분화를위한위한스코어스코어산출산출 마케팅기회분석 마케팅계획수립 상세요건정의 적절한적절한마케팅마케팅 / 캠페인 / 캠페인기획수립기획수립 효과적이고효과적이고적절한적절한대상고객대상고객선정선정 각채널에채널에구체적인구체적인대상고객대상고객분배분배 피드백반영 통합고객데이터웨어하우스 대상고객선정 / 분배 반응분석및평가 결과분석 고객접촉 / 수행 고객접촉 / 계획수행 보다과학적인마케팅효과측정보다과학적인마케팅효과측정 다양한다양한관점의관점의고객반응고객반응분석분석 분석된분석된결과는결과는고객학습에고객학습에활용활용 반응입력 채널별채널별대상고객대상고객접촉접촉 접촉된접촉된반응항목반응항목기록기록 반응에반응에따른따른프로세스프로세스전개전개 전채널의채널의일관된일관된고객고객대응대응 4

6 CRM 프로젝트구축시관련위험요인 CRM 프로젝트수행시시스템관련위험도보다비즈니스관련위험도가현저히높음. 따라서이해와비즈니스이해그리고이에기반한전략과시스템구축이요구됨. CRM 추진시고객을 위험 / 실패요인 Banking High Tech Insurance Manufact uring Retail Telecom Other 인센티브 / 성과평가메트릭스와의연계실패부적합한 IT투자적합한 CRM 비지니스전략부재 cross functional 기획부족세일즈 & 마케팅프로세스의변화부족경영진의지원부족교육및내부지원부족프로젝트팀의비지니스이해부족세일즈 & 마케팅결과측정미흡부적합한벤더선정기준 20% 14% 8% 67% 20% 40% 20% 14% 23% 33% 60% 33% 40% 20% 71% 69% 33% 0% 17% 60% 80% 43% 62% 67% 20% 50% 60% 60% 29% 38% 67% 60% 17% 20% 20% 71% 15% 33% 60% 50% 20% 40% 14% 15% 33% 20% 33% 20% 20% 43% 31% 0% 60% 17% 20% 20% 43% 15% 33% 20% 33% 20% 40% 14% 23% 33% 50% Source: META Group, CRM Study 5

7 CRM Issues CRM 관련이슈는고객, 전략, 프로세스, 정보, 조직, 제도, 변화관리등으로살펴볼수있음. 고객이슈 고객중심의사고와전사적인공감대형성미흡 고객에대한상세한이해미흡 고객의 Life Cycle Stage 에대한정의와고객의 Needs 와 Value 에기반한상품 / 서비스개발필요 고객가치모델개발필요 고객과관련한다양한 Intelligence Model 개발미흡 전략이슈 업의특성과회사의핵심가치에근거한 CRM 전략수립과이행노력부족 고객중심의전략보다는 Solution/System 중심으로접근 Issues 중심의접근으로인한통합과연계어려움 비즈니스와 IT 의연계 / 통합미흡 -Enabler IT 관계와수익기반의마케팅체계정립미흡 ROI 전략과이행필요 프로세스이슈 고객중심의가치에근거한프로세스정립미흡 고객요구에기반한고객유치, 유지, 서비스프로세스혁신및 Closed loop 반영미흡 인터넷등신기술활용한프로세스혁신미흡 Sales 이후의 Customer Care 방안미흡 6

CRM Issues 정보이슈 조직이슈 제도 / 문화이슈 CRM 정보이해및필요정보파악미흡 다양한소스 / 채널을통한정보수집 / 관리방안및체계미흡 정보통합및신뢰도미흡 현업의정보활용마인드및역량부족 경영층의 CRM 이해와전폭적인지원마인드부족 CRM 필요성에대한인식은높으나적용의어려움 CRM 전문인력부족 ( 업무, 정보, 마이닝, 시스템등 ) CRM

8 CRM Issues 정보이슈 조직이슈 제도 / 문화이슈 CRM 정보이해및필요정보파악미흡 다양한소스 / 채널을통한정보수집 / 관리방안및체계미흡 정보통합및신뢰도미흡 현업의정보활용마인드및역량부족 경영층의 CRM 이해와전폭적인지원마인드부족 CRM 필요성에대한인식은높으나적용의어려움 CRM 전문인력부족 ( 업무, 정보, 마이닝, 시스템등 ) CRM 에대한전조직의명확한개념공유방안미흡 CRM 전사적용을위한최적화방안및조직변화관리방안미흡 고객가치중심이아닌매출 / 시장점유율중심의문화 단기적인성과위주의사고와평가및보상체계 고객섬김과고객감동문화의확산과정착 권한과책임의고객접점으로의위양어려움 변화관리이슈 학습을통한 CRM 조기정착화및역량강화프로그램부재 CRM 관련사내전도사양성과다양한교육과정및지속적인교육훈련 중장기적인 CRM 전략과단계별변화관리 7

9 CRM Issues 정보시스템이슈채널시스템이슈 CRM 정보요구사항파악과시스템반영의어려움 전사적인관점보다는단위업무및 issues 중심의시스템구축 고객정보통합의어려움 Closed Loop 시스템체계미흡 Online & Offline 채널통합체계및통합채널지원시스템미비 고객이해에근거한채널믹스전략및지원시스템필요 채널을통한정보수집및활용체계및지원시스템미흡 Digital 채널역할미정립및활용도미흡 운영시스템이슈 영업조직의요구를반영한시스템및현장활용도미흡 영업지원시스템과서비스지원시스템간의연계미흡 캠페인을중심으로한 ROI 를증대할수있는시스템미흡 분석시스템이슈 CRM 인프라로서의 DW 역할재정립 마트중심시스템으로인한정보의중복 / 자원의중복 기업의다양한정보가 EDW 로통합 / 관리되고분석을통하여운영시스템을통하여채널에서활용될수있는체계정립미흡 양적인측면, 질적인측면에서의분석정보미흡 8

10 CRM CSFs Jill Dyche Partner, Baseline Consulting Group & Author 9

11 Sin #1: No Unified CRM Strategy Sales Marketing Management Customer Support 10

12 Sin #1: A Real-Life Example: Web Site Customer promotion Siebel Database Business Objects Reports Customer Service Rep Oracle Application Server Customer Satisfaction Mailing Customer Call Center Analyst Marketing Oracle Database 11

13 Sin #1: The Repercussions Duplicate efforts > Technology evaluation > Installation and integration > Database construction > Technical support > End-user training Strategy changes (e.g., We want to compare web purchases with brick-andmortar sales ) are more complex Customer activity reports can be inaccurate There s a skunkworks CRM project going on somewhere in your company right now. 12

14 Sin #2: Failing to Manage Staff Expectations And It Is Written: Thou shalt use the new contact management system starting Sunday er, Monday! No. Nope. Nuh uh. 13

15 Failing to Manage Staff Expectations Involve business people as stakeholders at the beginning of a CRM implementation: > During product selection (demos, trials, etc.) > During requirements gathering (for customization) > During prototyping and rollout Develop and advertise a training program for all staff members Offer incentives for tool usage (compensation) Require usage of the tool part of new hires job descriptions and evaluation CSFs. 14

16 Sin #3: Failure to Define Success Customer Profitability = Customer = Loyalty Customer Lifetime Value Understand which of these is important to your business. If they are ALL important, define separate metrics for each one. Be willing to differentiate customers as a result of their loyalty/profitability/value bands. 15

Sin #4: Outsourcing Hastily (or Not at All) CRM represents 64% of all ASP revenues* Companies are seeing this trend toward ASPs and choosing to outsource newer complex systems Web delivery is making

17 Sin #4: Outsourcing Hastily (or Not at All) CRM represents 64% of all ASP revenues* Companies are seeing this trend toward ASPs and choosing to outsource newer complex systems Web delivery is making outsourcing more realistic for many companies. The ability for all of our users, regardless of location, to access our CRM system remotely over the web via a VPN is the main reason for choosing the ASP approach. Yes, but what about customization? And integration with existing systems? And security? Good God. I don t know this man! * According to Forrester Research, 12/99 16

18 Sin #5: Failure to Change Business Processes What am I gonna do? No one else flies out of Osaka! Let s see where s that form letter from the V.P. of Marketing? My ticket hasn t arrived! I m sorry. I ll log your complaint. Angry Customer Helpful CSR 17

19 Sin #5: Not Changing Business Processes $200 credit voucher for future travel. Leisure Traveler $300 credit on next ticket purchased over the web. Overbooked Flight Web-buyer Complimentary lounge pass Free upgrade on next available flight $400 credit voucher. Road Warrior 18

Sin #6: Not Understanding Product Features Operations Analytics Functionally-specific Front-office oriented Analysis is post-facto: What s the most recent

20 Sin #6: Not Understanding Product Features Operations Analytics Functionally-specific Front-office oriented Analysis is post-facto: What s the most recent product this customer bought? Focused on a range of analysis and functions Enterprise-oriented Analysis is predictive: What will this customer be buying next? 19

21 A CRM Application At Work Call Center System Helpful CSR Customer Service Rep registers problem and soothes Angry Customer. Angry Customer Angry Customer s plane ticket never showed up. CRM Call Center Application logs call, tracks resolution, assesses performance, and provides reports... CRM Call Center App 20

22 Sin #6: Operational CRM Is In Favor It s often a point solution addressing a very specific business problem (for example, contact management) It s easier to understand It s easier to cost justify It is (often) easier to use It is modular, offering a choice of functionality It dictates the data requirements Cost and infrastructure requirements aren t as daunting Consensus isn t important 21

23 Sin #6: but Analytical CRM is Important! More cross-functional Addresses a variety of customer reporting needs Easily extensible (supporting a variety of tools and vendors) Offers a single version of the [customer] truth Supports a range of analysis, often including data mining More flexible as business requirements evolve and additional data is needed 22

Helpful CSR Angry Customer Customer Service Rep re-issues ticket with free upgrade.

24 Analytical CRM Filling the Void: Customer Service Rep calls up customer s profile and sees that he is a Platinumlevel frequent flier. Helpful CSR Angry Customer Customer Service Rep re-issues ticket with free upgrade. Customer Service Call Center System Angry Customer s plane ticket never showed up. This passenger not only flew 50 segments, 60% were Y fare tickets He is in the Top 3% of our frequent fliers. Data Warehouse 23

25 Sin #7: Lack of Data Integration Remember Sin #1? The customer was the same person! = The company doesn t recognize the customer as one person The customer doesn t see a unified version of the company This can result in BOTH parties getting the wrong information Perception can suffer: Company: This is a low-value customer. Customer: This company doesn t think I m important 24

Sin #7 = No Single Version of the Truth Yessir! Let s see.

Customer on this new packaged service offering?

.. Call Center Eager Telemarketer Hello, phone company?

26 Sin #7 = No Single Version of the Truth Yessir! Let s see...name removal Name removal... Let s see Did I call Mr. Customer on this new packaged service offering? I don t remember I ll just call him again... Call Center Eager Telemarketer Hello, phone company? Could you remove my name from your marketing list? I understand it s the law... Direct-Marketing to customers who are requesting privacy??? How much can we fine you this week? Customer U.S. FCC 25

27 Sin #7: The Case for Integrated Data A panoramic view of the customer is only possible with an analytic view of the customer. -- META Group Analysis drawn from comprehensive data can go beyond personalization, cross-selling, or up-selling--it can transform a company s relationship with its customers. --Information Week, April 10, 2000 In order to compete in a truly customer-driven manner, the 1:1 enterprise must integrate its entire range of business functions around satisfying the individual needs of each individual customer. -- Peppers and Rogers, Enterprise One to One Information is power, and power creates value. -- Watts Wacker, The Visionary s Handbook You need a single source of clean and consolidated customer information to do customer relationship management and e- commerce well. --Patricia Seybold Group Get it! Seema Williams, Forrester Research 26

28 The Ten Mistakes to Avoid Failure to Factor in Strategy Letting Vendors, Not Requirements, Drive the Need Bypassing Success Metrics Underestimating Data Integration Issues Underestimating System Integration Issues Ignoring Business Processes Underestimating Or Overestimating Organizational Change Deferring Discussions of Privacy Assuming All CRM Users Are LAN-Connected Not Closing the Loop Back to Development 27

29 CRM Evolution Learning Practices Analysis Data Growing Practices Analysis Data Maturing Practices Analysis Data STAGE 1 Build an integrated customer database Drive a desktop data strategy for business decision making STAGE 2 Automate customer-facing business actions Push customer intelligence to channels/touchpoints STAGE 3 Provide consistent messaging across channels in real time Enable predictive analysis for improved targeting/communications within/across channels 28

30 The Right CRM Infrastructure Customer Profiling Partner Contribution Measurement Revenue Analysis Customer Segmentation Workforce Optimization Analytic CRM Enterprise Data Operational CRM Activity Management Contact Management Pricing and Configuration Customer Support SRM PR M Campaign Management Customer Value Measurement Supplier Evaluation Risk Scoring Customer Satisfaction Analysis Campaign Measurement Operational Data: ERP SCM E-commerce Billing Product Financial Channel Analysis Prospect Qualification Propensity-to-Buy Modeling Churn Analysis and Prediction 29 Next Sequential Purchase Analysis

31 What s Working? An Integrated Technology Architecture Operational Systems ETL (transformation) CRM Operational Apps (interaction) Analysis Environment (analytic) Call Ctr Sales Campaign. Mgmt Sales Force Auto Customer Care Billing Online Sales Distribution Contracts Staging Servers CRM DBMS Mart OLAP Ad-hoc HR Develop Data Warehouse Mart Mart Modeling Reporting Web 30

32 신한금융그룹 GDW/CRM 프로젝트

프로젝트목표 고객중심의그룹사통합 DW/CRM 시스템 을구축을통한신한금융그룹의 One Portal Marketing 영업체계및그룹시너지영업의극대화실현지원 / 각그룹사의정보인프라 구축을통한경영활동지원체계구현 그룹사 Model 정의 기선행구현된신한은행 DW 를 Best-Practice 로적용 신한은행 Call Center 지점 DM

33 프로젝트목표 고객중심의그룹사통합 DW/CRM 시스템 을구축을통한신한금융그룹의 One Portal Marketing 영업체계및그룹시너지영업의극대화실현지원 / 각그룹사의정보인프라 구축을통한경영활동지원체계구현 그룹사 Model 정의 기선행구현된신한은행 DW 를 Best-Practice 로적용 신한은행 Call Center 지점 DM Internet 그룹사채널활용 수집 굿모닝신한증권 굿모닝신한증권 DW 신한은행 DW 그룹통합 Database 신한카드 DW 신한카드 제주은행 DW 캠페인 / 다차원분석 / Ad-Hoc 제주은행 공동 / 개별마케팅을통한 Service Offer 다양화및 Synergy 창출 고객 그룹사의운용계 / 정보계 /Call Center DB 등 32

34 GDW/CRM 아키텍쳐 프로젝트범위 Legacy 분석 CRM 운영 CRM 내부 SHB GDW 리포트 캠페인 SHB Sales Sales Agent GMSH SHC JJB 외부 E CTL 오더내역 TB_CO RDORDI NFO # ORD_N O 고객정보 - 신청자 TB_CCSTBASICINFO- 희망일 # CUST_ID - 완료일 현오더상태 - 실비결제계좌번호 - CUST_I 서비스계약 D TB_CCPI... # SA_ID -... SHB 오더진행이력 TB_CORDORDHIST # 작업일 - 오더상태 실비 TB_CCPINRC # 요금항목 - 결제방법 - 결제일 GMSH SHC일반전화타지역실비일반전화타지역신규오더 TB_CCPINRCRCV TB_CORDORDINFORCV # 요금항목 - 금액 JJB SFG 분석 GMSH SHC JJB Customer Care Direct Mail Kiosk Call Centers Fax Internet E EDW Server Development Server External Storage 21 TB 예측 SFG Interactive ATM Mobile Devices Customers HTS Metadata Management 고객정보 추출, 정제, 변형, 적재 GDW OLAP 마이닝 마케팅자동화영업 / 서비스자동화채널고객 33

35 캠페인관리시스템구성도 영업점 인터넷 콜센타 신한은행 굿모닝신한증권 신한카드 통합 콜센타 제주은행 신한금융그룹 통합캠페인 캠페인관리 Process 의통합을감안한 Process ( 그룹사간교차영역 ) 신한은행 DW 굿모닝신한증권 DW 신한카드 DW 제주은행 DW 기타그룹사 DW 고객통합영역 ( 고객정보 ) 통합캠페인과각그룹사별독립캠페인의구성 > 그룹시너지캠페인을위한통합캠페인과각그룹사별독립적캠페인을분리운영. > 그룹사는각사의캠페인관리시스템을통해독자적으로캠페인실시. > 그룹차원의시너지캠페인이필요한경우통합캠페인관리시스템을활용하여캠페인실시. > 향후통합캠페인관리시스템의단일화를위한표준정의. 34

기대효과 사실기반의 (Fact-based) 의사결정지원 주요데이터자산화 고객에대한단일한 View 확보 변화대응스피드경영인프라확보 주요계열사 IT 인프라상향표준화 추가편입계열사의통합대비 IT 인프라확보 주요금융이슈 (Basel II) 지원인프라확보 업무효율성 / 생선성개선 보고서작업의간편화 현업의전산부서의존도감소 분석력강화로인한현업업무효율

36 기대효과 사실기반의 (Fact-based) 의사결정지원 주요데이터자산화 고객에대한단일한 View 확보 변화대응스피드경영인프라확보 주요계열사 IT 인프라상향표준화 추가편입계열사의통합대비 IT 인프라확보 주요금융이슈 (Basel II) 지원인프라확보 업무효율성 / 생선성개선 보고서작업의간편화 현업의전산부서의존도감소 분석력강화로인한현업업무효율 정보공유를통한업무협조 계열사간교차분석가능, 시너지캠페인지원 기업경쟁력제고 세계적인금융기업으로성장 원가절감 그룹사별통합시너지캠페인전개 선진마케팅기법도입으로인한캠페인성공률상승 그룹사별 / 그룹사간다량의캠페인연중실시로인한추가매출증대 단일고객에대한교차 / 연계판매 우수고객군유지 / 관리 신규매출증대 통합구축을통한원가절감 중복가공 / 개발 / 분석요소제거를통한프로세스및지원인력감소 통합채널캠페인을통한채널비용감소 타겟마케팅을통한마케팅활동원가감소 35

37 향후계획 36

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