客戶管理技巧中英文版

TheScienceofClients客戶管理技巧TilmannSpohrDramaticdownturn -triggeredbythefinanceindustryin2008由2008年金融行業(yè)危機(jī)引起的急劇下滑道瓊斯工業(yè)指數(shù)Banks,especiallyWealthManagementunderpressure?Assets資產(chǎn)e收入?Transactions交易量Fees費(fèi)用收入?ShareofCash現(xiàn)金份額Margins利潤?Regulation監(jiān)管compliance“cost”合規(guī)成本PROFIT利潤銀行，尤其是財(cái)富管理銀行壓力倍增4Source:Tilmann

Spohr2014todate:142014年到目前為止破產(chǎn)了14家銀行Dateoffailure破產(chǎn)時(shí)間AmountofBanksfailed

intheUS美國破產(chǎn)銀行數(shù)量2005020060200732008262009140201015720119220125120134473從2007年初開始已經(jīng)有582家銀行“崩潰”DramaticlossofClients’

TRUST客戶信譽(yù)大幅度下滑TheReputationoftheBankingindustryisgone銀行業(yè)的榮譽(yù)已經(jīng)離我們遠(yuǎn)去…whereasweallwantedthisdevelopmentfromthestart.然而從一開始我們都想要這樣的發(fā)展情況Whicharetheoptionstoday?如今我們該何去何從呢？7Tilmann

SpohrIssuestoday如今的困境?Profits,Revenues,Marginsunderpressure利潤和收益的壓力漸增?Growth(NNA)difficult增長困難?IncreaseincompetitioninPB&WealthManagement私人銀行業(yè)務(wù)和財(cái)富管理業(yè)務(wù)競爭的增加?Effectivestrategies?NewBusinessModels?有效策略在哪？新的業(yè)務(wù)模式？?ReputationandTrustlost,Clientloyaltyeroding名譽(yù)和信譽(yù)損失，客戶忠誠度減弱EffectsofClientExperienceMgmt.客戶體驗(yàn)管理的作用DrivesRevenuesandMargins

增加收益和利潤GreatExperiencedrivesClientSatisfaction,thusclientbehavior,thusbusinessGrowth

優(yōu)良的客戶體驗(yàn)?zāi)茉黾涌蛻魸M意度，也就是改變客戶的態(tài)度，即能獲得業(yè)務(wù)的增長Isakeylevertodistinguish-a“basestrategy”(“deliveronthebrandpromise”)是一項(xiàng)基本策略（傳達(dá)品牌保證）-這是讓自己脫穎而出的一個(gè)重要手段Greatphilosophyfordirectionsetting,“culture”and“theidealPrivateBank”戰(zhàn)略方向設(shè)定的一項(xiàng)重要哲學(xué)，文化和理想的私人銀行BuildsReputation,Trustandlong-termRelationships建立名譽(yù)、信任和長期的客戶關(guān)系GreatClientExperienceaddressesthekey

issuestheBankingMarketfacestoday優(yōu)良的客戶體驗(yàn)可以解決當(dāng)今銀行業(yè)面臨的一些關(guān)鍵性問題Agenda目錄?The“ScienceofClients”客戶關(guān)系管理的技巧EconomicRationaleforClientExperienceManagement客戶體驗(yàn)管理的經(jīng)濟(jì)學(xué)原理?TheScienceofClients:Howtomanagethe“X-factor”?“XceedXpectationswithXcellentXperience”客戶關(guān)系管理的技巧：如何管理“X要素”？用極其優(yōu)秀的體驗(yàn)來超出客戶的預(yù)期?Ideasfordirectimplementationtomorrow對以后直接實(shí)施的一些建議Tilmann

SpohrHighClientsatisfactionin(Private)BankingdirectlyimpactsBusinessVolume–theShareofWallet在（私人）銀行業(yè)務(wù)中高客戶滿意度直接影響業(yè)務(wù)量-市場份額ClientEconomicsOverallsatisfactionwithyourBank(in%)對你銀行的總體滿意度ShareofWallet市場份額Low低High高completelysatisfied絕對滿意verysatisfied非常滿意Satisfied滿意Dissatisfied不滿意Source:

Tilmann

Spohr,

XVISORY,

Client

Research

Banking

2003

-

2014Tilmann

Spohr客戶經(jīng)濟(jì)學(xué)OrganicGrowth:MoreBusinessfromexistingClients有機(jī)增長：從現(xiàn)有的客戶中獲取更多的業(yè)務(wù)Client

EconomicsBalance(increase-reduce)OverallsatisfactionwithyourBank(in%)對銀行的總體滿意度VolumeofassetswithyourBank在銀行存放的資產(chǎn)Increase增加leavethemastheyare順其自然+=0Reduce減少Source:

Tilmann

Spohr,

XVISORY,

Client

Research

Banking

2003

-

2014Tilmann

Spohr(An-)OrganicGrowth:NewbusinesswiththehelpofloyalClients有機(jī)增長：由忠實(shí)客戶帶來的新業(yè)務(wù)Client

EconomicsWillyoumendyourBanktoyourfriendsinfuture?你將來會向你的朋友推薦你選擇的銀行嗎？yes,definitely是的，當(dāng)然會OverallsatisfactionwithyourBank(in%)對銀行的總體滿意度no,definitelynot不，絕對不會Source:

Tilmann

Spohr,

XVISORY,

Client

Research

Banking

2003

-

2014Tilmann

SpohrSource:

Project

work

XVISORY,

based

on

Client

satisfaction

survey,

data

mining

analyses

of

(Private)

BankingTilmann

SpohrFactis that in 1 year …satisfied clients had8% betterAUM development6% better Revenuesand 1/5 of the CancellationsPrivateBanking/WealthManagementprovider事實(shí)上在一年中滿意度高的客戶可以有超過8%的資產(chǎn)管理額度1/5的取消超過6%的收益Tilmann

SpohrPrivateBankingplaysinthe“PremiumLeagueinBanking”私人銀行業(yè)務(wù)在銀行業(yè)中扮演超級聯(lián)賽的角色“TheScienceofClients”:ClientSatisfactionisdrivenbygreatClientExperience-alongalltouchpionts客戶管理技巧：從各方面看客戶滿意度都是由客戶體驗(yàn)決定的Premises場所Tilmann

Spohr"Thereisonlyonethingbetweenusandtheclient–it'stheClientExperience“客戶體驗(yàn)是我們和客戶之間的唯一聯(lián)系。PortfolioReport資產(chǎn)報(bào)告Reception接待Products產(chǎn)品Bankfees銀行費(fèi)用Performance業(yè)績Advice建議WhichaspectsofthebusinessdriveClientExperiencemost?–PersonalAdviceisthekeydriver銀行業(yè)務(wù)的哪些方面對客戶體驗(yàn)影響最大？個(gè)人建議是最關(guān)鍵要素RelativeimpactonOverall

SatisfactionFees收費(fèi)Performance業(yè)績ProductsandInvestmentSolutions產(chǎn)品和投資方案AdviceandService建議和服務(wù)Source:

Tilmann

Spohr,

Client

Research

Banking

2003

-

2012Tilmann

Spohr影響整體滿意度的相關(guān)要素WheretostarttomakeAdviceagreatexperience?QualityofAdviceandtailor-madesolutions“drive”theCX如何開始讓建議成為一項(xiàng)好的體驗(yàn)？建議的質(zhì)量和定制化的方案是其中奧妙..rememberswhatwetalkedaboutlastandisalwayswellinformed能記住上次和客戶交談的內(nèi)容并保持信息靈通High高Importance重要性role,

he

providesissuesclearly能清楚的解釋復(fù)雜的問題Low低Satisfaction滿意度Low低High高Source:

Client

satisfaction

surveys

Private

Banking,

XVISORY,

Tilmann

SpohrTilmann

Spohr..reactsquicklytomarketdevelopmentsandcomesupwithsuggestions對市場動向反應(yīng)敏感并能及時(shí)提出建議TailormadeInvestmentstrategy定制化的投資策略..individualsolutionsinsteadofjustproducts針對個(gè)人不同的投資方案而不是生硬的產(chǎn)品 ..takessufficienttimeandalwaysgivemefullattention充分利用時(shí)間并能一直高度關(guān)注客戶..Pleasantatmosphere輕松愉悅的氣氛..explainscomplex..beyondhisadvisoryoutstandingservices除了其本身咨詢的角色外，還能提供優(yōu)秀的服務(wù)ThekeyaspectsofPersonalAdvicethatwanttobemanagedfromeachRM-the“4GoldenRules”個(gè)人建議需要注意的關(guān)鍵問題-“4項(xiàng)黃金法則”Maindriversofsatisfactionwith

AdviceSource:

Private

Banking,

Client

Research,

data

mining,

Project

work,

XVISORY,

Tilmann

Spohr1.Frequency頻率2.Initiative主動性3.TeamApproach團(tuán)隊(duì)方式4.QualityofAdvice–holistic,solution,tailor-made建議的質(zhì)量—整體性、有效性和定制性SatisfactionwithAdvice對建議的滿意程度“建議”角度看影響滿意度的主要因素TheAdvisoryProcessisthekeyinstrumentinclientManagement–itconsolidatedourfindings咨詢的過程是客戶管理的關(guān)鍵手段-它能鞏固我們的成果???GreatClientExperience卓越的客戶體驗(yàn)DrivesAUM,Revenue提升收益和資產(chǎn)管理規(guī)模BuildsTrust建立信任Source:

Banks’

websites,

Client

Research,

Project

work,

Tilmann

SpohrTilmann

SpohrAgenda目錄?The“ScienceofClients”客戶關(guān)系管理EconomicRationaleforClientExperienceManagement客戶體驗(yàn)管理的經(jīng)濟(jì)學(xué)原理TheScienceofClients:Howtomanagethe“X-factor”?“XceedXpectationswithXcellentXperience”客戶關(guān)系管理的技巧：如何管理“X要素”？用極其優(yōu)秀的體驗(yàn)來超出客戶的預(yù)期Ideasfordirectimplementationtomorrow對以后直接實(shí)施的一些建議Tilmann

Spohr?CXisanart...21Tilmann

Spohr客戶體驗(yàn)管理是一門藝術(shù)WhatentailsClientManagementinBanking?在銀行業(yè)中客戶關(guān)系管理的基本要素是什么？123Setthestrategy

&frameconditions設(shè)立策略和框架條件BuildthePractice建立實(shí)施措施Managethepractice&Results管理實(shí)施措施和結(jié)果

2.TheCoreElements核心要素 ClientInsight洞察客戶ClientExperience客戶體驗(yàn)ClientCulture客戶文化Tilmann

Spohr1.ThesystematicProcess系統(tǒng)性程序

Thecoreelementsto“buildthepractice”.Itstartswithclientinsight

“建立實(shí)施措施”的核心要素由洞察客戶開始。Passionate非常喜歡4

Engaged加入進(jìn)來１Ignored不關(guān)心

ClientInsight“understand”洞察客戶“了解”ClientExperience“outside”客戶體驗(yàn)“外在的”ClientCulture“inside”客戶文化“內(nèi)在的”Source:

XVISORY,

Tilmann

Spohr

–

Assessment

with

the

“Customer

Maturity

Model”

assessing

some

60

aspectsTilmann

SpohrYourBank?YourBank?你的銀行？YourBank?2heard有所耳聞3understood比較了解HowtomanageClientExperienceinPrivateBankingandWealth

Management?–TheProcess1.Build

commitment

from

the

top1???Vision,Mission,strategy(transformation,change?)Communicate(“WalktheTalk”)andpromote,rewardAllocatebudget,capacitiesSetthestrategy&frameconditions2.Organization,

governance??Defineresponsibilities,scope,linevs.x-function,andanchorontopmanagementlevel,decideonfunction23.Skills,

people,

capabilitiesBuildthepractice??TalentswithskillinCXmethodologyandFinancialServicesCulture,behaviour,competencies4.Develop

the

core

elements,

the

CX

processes

andmethodology?GenerateClientInsightandclientinformation,analyse/derivemeasures,establishaCXculture,haveCXdesigncapabilitiesandmeasureresults35.6.Implementandimprove(incl.“channeldesign”)IntegratedintotheManagementRoutineManagethepractice&Results1.2.3.MeasuredefinedKPI’s,integratedintotheScorecardFocusonvalue(“valuableClients1st”)Planningandplanningandcontrolling24Tilmann

Spohr如果管理私人銀行業(yè)務(wù)和財(cái)富管理中的客戶體驗(yàn)？-主要過程1.從上往下建立責(zé)任感1???視角、任務(wù)和策略（變革，改變？）交流（言行一致）和提升獎(jiǎng)勵(lì)分配預(yù)算和人才資源設(shè)立策略和框架條件2.組織和管理??劃分責(zé)任、業(yè)務(wù)范圍和條線，主要職責(zé)和固定高層管理，來分配職責(zé)23.技巧、人才和能力建立措施??富有客戶體驗(yàn)管理方法和金融服務(wù)技巧的人才文化、行為和能力4.發(fā)展建立和諧要素、CX過程和方法?積累客戶群和客戶信息，分析/發(fā)展方法，建立一個(gè)客戶體驗(yàn)管理文化，有設(shè)計(jì)客戶體驗(yàn)管理和評估結(jié)果的能力35.6.實(shí)施和改進(jìn)（包括渠道設(shè)計(jì)）整合到管理基本方法中管理實(shí)施和結(jié)果1.2.3.評估關(guān)鍵業(yè)績指數(shù)并記錄到計(jì)分卡中將重心放在有價(jià)值的客戶身上

計(jì)劃和管理24Tilmann

SpohrInsuccessfulcompaniesthinkingandbusinessdesignalwaysstartswiththeclient成功的企業(yè)的產(chǎn)品設(shè)計(jì)和考慮往往是從客戶開始“NumberoffuncionsthatMercedes-Benzremovedfromtheircarsinoneyear：600,because…一年中，有600個(gè)功能從奔馳汽車上移除，因?yàn)椤璫ustomerseitherdidnotneedthemand/or…knowhowtousethem客戶既不需要這些功能也不知道如何使用它們Source:brandeins–EconomicMagazineTilmann

SpohrBusinessDesignwithoutclientperspectivehasits

consequences沒有考慮客戶感受的產(chǎn)品設(shè)計(jì)往往是失敗的Tilmann

SpohrUSAAintroducedaninnovativePhoneapplication—remotecheckdepositingUSAA引進(jìn)一項(xiàng)新穎的手機(jī)應(yīng)用—遠(yuǎn)程支票存款27Tilmann

SpohrCustomersthatqualifyfortheservicecantakepicturesoftheirchecksanddepositthemintotheiraccountsasiftheywerehandingthepapercheckovertoateller.取得資格的客戶可以通過拍照，將支票中的錢存進(jìn)他們的賬戶，就像他們拿著紙質(zhì)支票去柜臺一樣銀行將允許客戶通過手機(jī)進(jìn)行支票存款Redefiningself-serviceBankingforBBVAGroup為BBVA集團(tuán)重新定義自助銀行服務(wù)28Tilmann

Spohr29TilmannSpohrWhichindustriesmightdelivergreatbenchmarkingideas?(intheUS)哪一行業(yè)可能實(shí)現(xiàn)高度的統(tǒng)一標(biāo)準(zhǔn)？（在美國）Whomightbetheleadersinourindustryandwholagsbehind?誰能成為我們行業(yè)中的領(lǐng)導(dǎo)者而誰又會成為拖后腿的呢？(在美國)30TilmannSpohrValuableClientsfirst!有價(jià)值的客戶優(yōu)先！FocusonTopSegments:Top10%Clientsholdsome80%ofAssetvolume-inAsialess將焦點(diǎn)放在頂尖的行業(yè)部門：前10%的客戶掌握80%的資產(chǎn)量-在亞洲地區(qū)這一比例少一些Howdoyouallocateyourresourcesandtime你如何分配你的資源和時(shí)間？AuMindeciles10分位的AUMSimilarProfilewiththeSource:

Private

Banking

Example,

Tilmann

SpohrstructureofRevenue和收益結(jié)構(gòu)相似的分布TilmannSpohrASSETUNDERMANAGEMENT資產(chǎn)管理規(guī)模TheClientKPItoeffectivelymanagesatisfactionofyourclientsaspartofacomprehensiveScorecard有效管理客戶滿意度的客戶KPI是綜合評分的一部分?！癘nlywhatgetsmeasured,getsmanaged!”只有可以用來衡量的東西才能被很好的管理Employeesdowhatismeasured,celebratedandprovidesanincentive員工做可被衡量、可獲得夸贊和提供激勵(lì)的工作。Theconceptofthe“Balanced-Scorecard”isagoodframeworktoembedClientManagement平衡計(jì)分法這一概念是植入客戶管理的一個(gè)優(yōu)秀的框架&ObjectivesMeasuresTargetsInitiativesInnovation&Learning革新和學(xué)習(xí)Vision觀點(diǎn)Strategy策略Clients客戶InternalView內(nèi)部關(guān)注Financials財(cái)務(wù)宗旨方法目標(biāo)動力Controlling–“value-based”–ofwell-known(Private)Bankingoperation-tomanageReturnsfromgreatCX管理“以價(jià)值為基礎(chǔ)的”著名的（私人）銀行運(yùn)營-管理卓越客戶體驗(yàn)帶來的收益Tilmann

Spohr4.CriticalaspectsinClientAdvice客戶建議中的重要方面?Opencompliancecases公開合規(guī)案例?OpenKYCcases公開“了解你的客戶”案例?AmountofComplaints,etc.抱怨的數(shù)量等3.ServiceandStandardsinClientAdvice(trackingofthe“4GoldenRules”)客戶建議服務(wù)和標(biāo)準(zhǔn)?Amountof“qualified”contacts“合格”合同的數(shù)量?Amountofcontactinitiatives,teamapproach,etc.新合同數(shù)量、團(tuán)隊(duì)方法等2.FinancialsofClientbase(bysegment)客戶群的財(cái)務(wù)信息?AUMperClient每個(gè)客戶的資產(chǎn)管理規(guī)模?NNAperClient每個(gè)客戶的NNA?ReturnperClient,etc.每個(gè)客戶帶來的收益1.ProfileofClientbase(bysegment)客戶群信息（不同部門）?AmountofClients客戶數(shù)量?AmountofnewClients新客戶數(shù)量?AmountofClientsper“ProductGroup”(VVvs.Advisory)不同產(chǎn)品的客戶數(shù)量?Defections,etc.客戶流失等And,howtobuildtrust?還有,如何建立信任呢？Tilmann

SpohrYouwanttobereliable…你想成為客戶信任的人…eachtime…每一次…alongsidealltouchpoints通過所有的聯(lián)系機(jī)會...i.e.inallaspectsofyourbusiness例如在你業(yè)務(wù)的所有方面ClientExperiencethewayofchoiceinBanking&WealthManagement客戶體驗(yàn)到了選擇銀行和財(cái)富管理的方式EffectsofClientFocus重視客戶的效果

RevenuestriggeredthroughsystematicCX/clientmanagement通過系統(tǒng)性客戶體驗(yàn)管理和客戶管理增加收益

GreatExperiencedrivesClientSatisfaction,clientbehaviorandthusorganicGrowth卓越的體驗(yàn)提升客戶滿意度、客戶行為并獲得有機(jī)增長

Reputationandtrustbuiltthroughgreat“branded”Experience(deliveronthebandpromise),adistinctexperience通過卓越的品牌體驗(yàn)建立名譽(yù)和信任，這是一種獨(dú)特的體驗(yàn)（通過品牌承諾）

ManagetheCXandenjoyresultsthroughasystematicapproach管理客戶體驗(yàn)并享受由系統(tǒng)性方法帶來的成果Strategic

alternatives?Issuestoday如今的困境?Profits,Revenues,Marginsunderpressure利潤和收益減少

?Growth(NNA)difficult增長困難

?ReputationandTrustlost名譽(yù)和信譽(yù)損失

?IncreaseincompetitioninPB&WealthManagement私人銀行業(yè)務(wù)和財(cái)富管理業(yè)務(wù)競爭的增加

?Effectivestrategies?NewBusinessModels?有效策略在哪？新的業(yè)務(wù)模式嗎？Agenda目錄?The“ScienceofClients”客戶關(guān)系管理的技巧EconomicRationaleforClientExperienceManagement客戶體驗(yàn)管理的經(jīng)濟(jì)學(xué)原理TheScienceofClients:Howtomanagethe“X-factor”?“XceedXpectationswithXcellentXperience”客戶關(guān)系管理的技巧：如何管理“X要素”？用極其優(yōu)秀的體驗(yàn)來超出客戶的預(yù)期Ideasfordirectimplementationtomorrow對以后直接實(shí)施的一些建議Tilmann

Spohr?StartwithastraightforwardprocesstoeffectivelymanageClientExperiencewithasystematicapproach開門見山：有效管理