knowledge management for actionable sales and marketing strategies haily chow senior knowledge...
TRANSCRIPT
Knowledge Management Knowledge Management
for Actionable Sales and for Actionable Sales and
Marketing StrategiesMarketing Strategies
Haily ChowHaily ChowSenior Knowledge Management ManagerSenior Knowledge Management Manager
18 November 200418 November 2004
AgendaAgenda
• Overview
• Analytical KM
• Operational KM
• Innovational KM
• Practical Tips
Overview
Knowledge ManagementKnowledge Management
OverviewOverview
Tacit Knowledge
TK
Explicit Knowledge
EK
External Stakeholders
Internal Stakeholders
Bank
TK
EK
TK
EK
EK
TK
OverviewOverview
LimbsMovement
StomachDigestion
BrainPerceptionInnovational
KM
Analytical KM
Operational KM
Analytical KM
Knowledge ManagementKnowledge Management
Analytical KMAnalytical KM
• Customer Segmentation• Product Mapping• Propensity Score• Customer Value• Risk Assessment
Knowledge Base(Bank’s )EK
Database(Customers’ )• Demographics• Socio-economics• Banking Relationship• Transactions• Risk Exposure
TK
Analytical KMAnalytical KM
Typical example…
For whom and what?For whom and what?
Customer Intelligence …
Who? Who?
What? What?
How much? How much?
WhereWhere? ?
When? When?
Analytical KMAnalytical KM
New thought …
Timeliness
Instant detection of sales Instant detection of sales
opportunityopportunity
“What I’m in mood to buy today, I may
not even think about tomorrow.”
Crossroad Group.
Analytical KMAnalytical KM
Just-in-time selling …
Day 1Day 1
10:00 10:00 Mr Wong paid down-payment with credit cardMr Wong paid down-payment with credit card
09:30 09:30 Trigger sales signal for mortgage and home insuranceTrigger sales signal for mortgage and home insurance
Day 2Day 2
09:00 09:00 Detect credit card transaction in data warehouseDetect credit card transaction in data warehouse
13:0013:00 Sales lead directed to telemarketing team Sales lead directed to telemarketing team
12:0012:00 Complete prospect customer screening (compliance)Complete prospect customer screening (compliance)
Knowledge ManagementKnowledge Management
Operational KM
Operational KMOperational KM
“Customer Relati
onship Managem
ent”
Bank’sEK
Customers’ Experience(Customers’ )TK
Knowledge
in Action
Operational KMOperational KM
IT performance
Functionalities
System costs
Relevance
Adoption / Deployment
Return on Investment
Right questionWrong question
Knowledge ManagementKnowledge Management
Innovational KM
Innovational KMInnovational KM
Staff Innovation
Banks’ explicit knowledge
2004 2004 Innovating with Innovating with
CustomersCustomers
Insights & Ideas
Work Innovation for Service Excellence (WISE)
No. of WISE proposals in 2003 = 1,185
Innovational KMInnovational KM
Internal Customers
Marketing
ProductDevelopment
Communications
Sales Support
ServiceQuality
Innovation Innovation ＋ ＋ Dedication Dedication ＝＝
Innovational KMInnovational KM
Group Discussion Hotline Internet
Knowledge ManagementKnowledge Management
Practical Tips
RoadblocksRoadblocks
“Can’t do it, we have no resources.”
RoadblocksRoadblocks
“Don’t bother me with numbers.
Just give me a list of names to meet my quota.”
RoadblocksRoadblocks
“We have got tons of fire fighting everyday,
there’s no luxury for innovation.”
Practical TipsPractical Tips
H ear- Hear what others say, be open-minded
E ncourage - Encourage “Yes, subject to…”,
accept not “No, because …”
A dvocacy- Advocate and communicate ideas with no jargon
R eview (AAR) - Project is not complete until it is reviewed.
T raining / Learning- Never rest on your laurels.
Practical TipsPractical Tips
Innovational KM
Operational KM Analytical KM
Customer Experienc
e
Insights
Analytics
Thank You !Thank You !