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Logistics Market Overview

VIEWS: 10 PAGES: 18

  • pg 1
									Shinhan Bank’s CRM
              MIS Term Project #1




      IME 20071253       Seong Yun Mo
      IME 20080891       Park Ji Yong
      IME 20090934       Oh Chang Hyup


               Management Information System 2006, Spring
Contents
1. Shinhan Bank

2. Importance of Customer for Bank

3. What is CRM?

4. History of Shinhan Bank’s CRM

5. Shinhan Bank’s CRM
  (1) SRM
  (2) CROSS
  (3) G-CRM
  (4) Reorganization of CRM

6. Performance of SRMS

7. Conclusion

                                     Page 2
1. Shinhan Bank

 Shinhan Bank has a reputation
 as one of the most progressive commercial banks


                        High Assets
    Efficiency
                          Quality         1982: Shinhan Bank
                                        began operation
                                          1989: It was listed
                                        on the Korea
                                        Exchange
                                          It has 864 branches
 High Standards of        Customer      over 10752 employees
 Customer Service        Satisfaction




                                                                Page 3
2. Importance of Customer for Bank

 Customer is important factor for Bank


                     Intangibility


  Inseparability                               Geographical
                                                Dispersion

                                                                 Customer is
                   Financial Product                              Important


   Individual                                   Growth must
   Marketing                                    Be Balanced
    System                                       With Risk
                       Lack of
                       Special
                       Identity
                                       (Source: Arthur Median)



                                                                               Page 4
3. What is CRM?

                                          Create a Database
A business strategy which relate to
techniques and methods for attracting          Analysis
and retaining customers with three
components                               Customer Selection

                                         Customer Targeting
Managing valuable customer
in a long-term view                     Relationship Marketing

                                           Privacy Issues
          Technology
                                               Metrics
              CRM
                       Process
         People

                                           CRM Framework

                                                                 Page 5
4. History of Shinhan Bank’s CRM




  Introduction         Building up             Building up         Reorganization
    of SRMS              CROSS                   G-CRM                of CRM

   2001     2002           2005                2008                 2010




                                  CROSS(Integrated group CRM)
  SRMS (CRM)                      -Customer Relationship        G-CRM
  – Shinhan Relationship          Optimization System for       – Geographic Information
   Management System              Shinhan group                 System + CRM
                                  -EDW



                                                                                           Page 6
5. Shinhan Bank’s CRM                               Introduction
                                                      of SRMS
                                                                   Building up
                                                                     CROSS
                                                                                 Building up
                                                                                   G-CRM
                                                                                               Reorganization
                                                                                                  of CRM


   (1) SRMS

 SRMS – Shinhan Relationship Management System

                               SRMS




                                 Catching
                               Symptom of
                                Customer
                                Secession




              Scheduling for                   Customized
               Salespeople                      Portfolio


                                            (Source: 성공적인 CRM 추진전략과 구축 방안에 관한
                                                             연구)                                            Page 7
5. Shinhan Bank’s CRM                                         Introduction
                                                                of SRMS
                                                                               Building up
                                                                                 CROSS
                                                                                             Building up
                                                                                               G-CRM
                                                                                                           Reorganization
                                                                                                              of CRM


      (1) SRMS

 Back-end Office System           Middle Office System        Front Office System


                            Data Mining        Customer
Data Collecting                               Information
                              System
and Auditing                                   Campaign                      Branch
                                              Information
                   Mining
                    DB                     Visualized
                                                                       Call Center
Internal                                  Answer tool
                                                                                                     Customers
  Data
                                    Visualized Campaign
                    CRM                  Design tool               Internet Banking
                     DB                                                & E-mail
External
 Data                               Visualized Campaign
                                       Evaluating tool
                                OLAP                                    CD / ATM
                               System
                   Analysis                     Sampling
                  CRM Mart Campaign          Transformation
                            Management        Transmission            TM          DMI
                              System
                                                   (Source: 금융업계 사례연구, 신한은행, Teradata)

                                                                                                                        Page 8
5. Shinhan Bank’s CRM                        Introduction
                                               of SRMS
                                                            Building up
                                                              CROSS
                                                                          Building up
                                                                            G-CRM
                                                                                        Reorganization
                                                                                           of CRM


      (2) CROSS
 CROSS – Customer Relationship Optimization System for Shinhan group

                                          Business                                      Integrated
                                          Office                                           Call-
Shinhan Bank                                                                              center

Shinhan Stock



Shinhan Card


  Jeju Bank



Shinhan Gruop


                Integrated                       Integrated
                 campaign                         Process


                                (Source: 금융지주 모델에서의 그룹CRM 전략과 운용, 신한은행)


                                                                                                     Page 9
5. Shinhan Bank’s CRM                      Introduction
                                             of SRMS
                                                          Building up
                                                            CROSS
                                                                        Building up
                                                                          G-CRM
                                                                                      Reorganization
                                                                                         of CRM


   (2) CROSS

                           Shinhan Group DW(EDW)

                         Shinhan Bank
                              DW



               Shinhan                   Shinhan
                Card                      Bank
                 DW                        DW



                         Shinhan Stock
                              DW




                              (Source: 금융지주 모델에서의 그룹CRM 전략과 운용, 신한은행)


                                                                                                  Page 10
5. Shinhan Bank’s CRM                       Introduction
                                              of SRMS
                                                           Building up
                                                             CROSS
                                                                         Building up
                                                                           G-CRM
                                                                                       Reorganization
                                                                                          of CRM


   (3) G-CRM

 G-CRM – Fusion of GIS and CRM
 Expected effectiveness of G-CRM

  Strategic Marketing with regionalism
  Discovering a Potential Customer
  Optimization of Channel Strategy
  Man to Man Support Service for Customer




                                                                                                   Page 11
5. Shinhan Bank’s CRM                             Introduction
                                                    of SRMS
                                                                 Building up
                                                                   CROSS
                                                                               Building up
                                                                                 G-CRM
                                                                                             Reorganization
                                                                                                of CRM


    (4) Reorganization of CRM

   Event Based Customer Management(EBCM)

   Sales opportunities management

   System for recommendation of optimal product

  Reorganization of integrated customer
 management

   CRM monitoring system




                                                                                                         Page 12
6. Performance of CRM

Result of Shinhan’s CRM


   Staff can focus their original task

   Target marketing is available

   United customer managing is available

   United performance of evaluation is available

   Establishing strategy in customer’s view is available
                                (Source: 성공적인 CRM 추진전략과 구축 방안에 관한 연
                                구)



                                                                      Page 13
6. Performance of CRM


                                              Operating Income
                3,500.00


                3,000.00


                2,500.00
  Billion Won




                2,000.00


                1,500.00


                1,000.00
                                   Starting
                  500.00
                                    CRM

                    0.00


                 -500.00


                -1,000.00
                            2001   2002   2003    2004   2005   2006   2007   2008   2009   2010
  Operating Income           799   -103   -690     170    608   1920   2937   1906   1233   2256




                                                                                                   Page 14
6. Performance of CRM




  By Korea Standard Association,
 Service Quality Index 1st for the 8th
 year straight

  By Korea Consumer Forum, Grand
 prize in bank sector for the 7th year
 straight

   By Korea Management Association,
 Most admired company in bank sector
 for the 8th year straight




                                         Page 15
7. Conclusion



                            CROSS
                   SRMS


                          G-CR
                           M




    Shinhan’s SIS gives Shinhan strategic advantage!


                                                       Page 16
Reference

• 성공적인 CRM 추진전략과 구축 방안에 관한 연구 – 금융산업을 중심으로,

 김종순, 2003

• 금융업계 사례연구, 신한은행, Teradata, 서춘석, 2002

• CRM 주요 성공 전략과 신한금융지주 GDW/CRM Project, 신한은행, 이인규

• 금융지주 모델에서의 그룹 CRM 전략과 운용, 신한은행, 백홍근

• Framework for CRM, Harvard Business Review

• Shinhan Bank Site http://www.shinhanbank.com




                                                    Page 17
Q&A




      Page 18

								
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