現(xiàn)金貸款的商業(yè)策略

0Beijing,Maythe12th2015CommercialStrategiesforCashLoans現(xiàn)金貸款的商業(yè)策略Customersarelookingfor客戶總是會希望產(chǎn)品能夠

FLEXIBILITY有彈性TrainingObjective培訓目標Thereare產(chǎn)品需要Easy方便Waystoprovideit12Letthecustomerhelpyoucreateyour“palette”ofofferings讓客戶來幫助你調(diào)制出理想的產(chǎn)品Spanishteamintroduction西班牙團隊介紹CLSpanishbusinessmodel西班牙的現(xiàn)金貸款模式BOBCFCsituation北銀消費現(xiàn)金貸款現(xiàn)狀Strategiesproposeddependingoncustomer′ssituation

根據(jù)客戶情況所制定的方案Conclusionsandactionplan結(jié)論及行動方案培訓內(nèi)容TrainingContentSpanishteamintroduction–SCF西班牙團隊介紹-桑坦德消費金融公司

SCFstartedasastand-alonedivisionin2001andcontinueditsexpansionthroughfurtheracquisitions桑坦德消費金融公司在2001年作為一個獨立業(yè)務分支成立，隨后通過一系列并購實現(xiàn)擴張Managetotransformandconsolidate通過整合及轉(zhuǎn)型TopursueOpportunities來挖掘機會2001“KICKOFFTHEVISION”2001啟動愿景2002-2008“GROWANDBUILDPOSITIONINABOOMINGMARKET”2002-2008在快速膨脹的市場成長定位2008-2013“SUSTAINEABLEMODELTHROUGHOUTTHECYCLE“2008-2013全周期可持續(xù)發(fā)展模型Spanishteamintroduction–Organizationchart西班牙團隊介紹——組織機構(gòu)圖ChairWoman主席CEO首席執(zhí)行官Legal法務Compliance,organizationandcost合規(guī)，組織架構(gòu)及成本HumanResources人力資源Technologyandoperations科技和運營FinancialManagement財務管理Financingandsalesforce融資和銷售Risks風險Collections催收CashLoansNataliaGalvánMultichannelMultichannelandCashLoansTeammembers團隊構(gòu)成:

:3people3人Strategy

definition戰(zhàn)略制定ProductManagement產(chǎn)品管理BusinessIntelligence智能商業(yè)Processdefinition流程管理Channelmanagement渠道管理Financingandsalesforce融資和銷售SalesForceEXT.NETWORKAUTODURABLES&CARDSMULTICHANNELINGANDC.LOANSINSURANCESpanishteamintroduction–Organizationchart西班牙團隊介紹——組織機構(gòu)圖TrainingContentSpanishteamintroduction西班牙團隊介紹CLSpanishbusinessmodel西班牙的現(xiàn)金貸款模式BOBCFCsituation北銀消費現(xiàn)金貸款現(xiàn)狀Strategiesproposeddependingoncustomer′ssituation

根據(jù)客戶情況所制定的方案Conclusionsandactionplan結(jié)論及行動方案CLSpanishbusinessmodel–Crosssellstrategy西班牙現(xiàn)金貸款商業(yè)模型–交叉銷售策略CROSS&UPSELLINGInsurance保險Database數(shù)據(jù)庫CROSSSELL交叉銷售CashLoan現(xiàn)金貸款Durables耐用品

Retailers零售商Cards卡類ADQUISITIONCompanies公司

Cardealers汽車經(jīng)銷商PARNERTSHIP伙伴關(guān)系Auto汽車Spanishcashloansbusinessmodelisbasedoncrosssellingstrategies:西班牙現(xiàn)金貸款商業(yè)模型基于交叉銷售策略客戶獲取交叉銷售CASHLOANSSCFSPAINDBs840萬客戶AUTO汽車貸款1.5mDURABLES耐用品貸款2mCARDS現(xiàn)金卡1.7mCASHLOANS現(xiàn)金貸款0.2mCORTEFIELPARTNER農(nóng)業(yè)貸3mPRE-APPROVEDOFFERS預批準授信RISKSCORING風險評分Activecustomers1.6m活躍客戶160萬20%0.8Mcustomers(50%)80萬客戶

KPIsmonitoring3

Riskcontrol4

Efficientprocess2SimpleProductandsimpleprocess1CLSpanishbusinessmodel–Crosssellstrategy西班牙現(xiàn)金貸款商業(yè)模型-交叉銷售策略ANALYTICSDBSelectionNONPRE-APPROVEDOFFERS非預批準授信RISKMANUALCRITERIA風險標準Inactivecustomers6.8m非活躍客戶680萬80%0.7m

clientes

(10%)70萬客戶簡單的產(chǎn)品及流程高效的流程KPIs監(jiān)測風險控制現(xiàn)金貸款合同通常都會提前寄予客戶，如果沒有，客戶可以通過郵件在24小時內(nèi)收到合同流程每一個環(huán)節(jié)的嚴格質(zhì)量控制呼叫中心的高效產(chǎn)出只有5%的申請無法自動審批完成著眼于每一個百分比來提高業(yè)務的轉(zhuǎn)化率日報：系統(tǒng)來控制銷售活動的表現(xiàn)，以實現(xiàn)更穩(wěn)定的更準確的業(yè)務管理月報：詳盡的銷售活動表現(xiàn)評估，以期找到待改進領域。產(chǎn)品溝通流程風險政策攤銷償還系統(tǒng)->持續(xù)的分期付款向客戶提供3種不同期限的產(chǎn)品，客戶往往選擇最方便的，而申請只需發(fā)送回來合同及證件復印件包括人壽保險有說服力和吸引力的溝通個性化的郵件溝通基于桑坦德集團準則的策略產(chǎn)品描述CLSpanishbusinessmodel–Businessbasis現(xiàn)金貸款西班牙業(yè)務模型-業(yè)務基礎設計描述負面征信查詢客戶近6個月的行為調(diào)查成績和風險的最優(yōu)組合:

業(yè)務領域通過月度委員會來跟進銷售活動的成績，并提出改善建議。統(tǒng)計工具來分析業(yè)務結(jié)果，同時也為了綜合風險指標來實現(xiàn)共同的最優(yōu)目標防欺詐：在貸款發(fā)放之前控制潛在風險。簡單的產(chǎn)品1高效的流程2關(guān)注KPI3風險控制4核心KPICLSpanishbusinessmodel–Segmentation西班牙現(xiàn)金貸款商業(yè)模型-產(chǎn)品分類UpdatedattheendofMarchCLSpanishbusinessmodel-Productdescription現(xiàn)金貸款西班牙商業(yè)模型-產(chǎn)品描述Existingcustomer既有客戶Openmarket(definingtheproject)公開市場Pre-approvedloans預授權(quán)貸款Nonpre-approvedloans非預授權(quán)貸款Pre-approved預授權(quán):unknown未知Nonpre-approved非預授權(quán):anyoneexceptconsolidationNewcustomer新客戶:1.500€-6.000€Existingcustomer既有客戶：

1.500€-12.000€Averageticket平均金額:5.500€Uptoamonth最高一個月24-72months24-72個月Included涵蓋目標:產(chǎn)品:貸款受眾:額度:期限:-利息本金+Ppal利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金1234…………24….……月度048………72利息本金利息本金利息本金利息本金我們的產(chǎn)品是一種在攤銷還款體系下的個人借款:不同于其他的還款模型，每一期的還款都包含本金和利息。每一期的還款金額都是相同的，以實現(xiàn)最簡單的還款模型。在每月等額還款中，本金和利息的組成比例在動態(tài)調(diào)整，在前期利息占比較大，后期本金占比高。通常我們稱之為等額本息付款。免息期:Freeinterestperiod人壽保險:Simple簡單:Simpleproduct,easytounderstand.產(chǎn)品簡單易懂Simpleprocess.簡單的流程Simpledocuments.簡單的申請文件Personal個性:Ad-hocoffers.特別優(yōu)惠Personalizedcommunication,familiarcommunicationstyles.跟客戶個性化的溝通EachcustomerhastheirownadvisorinourCallCenter. 指定的呼叫中心專員Fair公平:Transparentprocess.透明的流程Activelisteningtoourcustomers.積極的傾聽Lowerinterestratesforthosecustomerthatdonotagreewiththeinitialpriceoffered.對于價格敏感的客戶，給予更低價格。CLSpanishbusinessmodel-Productdescription現(xiàn)金貸款西班牙商業(yè)模型-產(chǎn)品描述簡單

個性

公平Customers′demandisgeneratedbymailingwithcontracts,sms,website,etc.客戶的需求通過郵件、短信、網(wǎng)站等廣告產(chǎn)生Customerappliesfortheloan.客戶可以通過如下方式申請貸款Callingtoourcallcenter.致電呼叫中心Goingdirectlytoourwebsite.直接登陸網(wǎng)站

→Ourcallcenterhastogetcustomer′scommitmenttoreturnthecontractsIfthecontractisn‘treturnedatthedateagreed:outboundcall.客人會向呼叫中心承諾寄回合同，如果沒有按照約定寄回合同，呼叫中心會聯(lián)系客戶。Thecustomersendsthecontractssignedattheagreeddate.BOreceivesthecontracts:客戶按照約定寄回合同，業(yè)務拓展人員接收到合同后：Ifthereareok,theycheckthelaborsituationattheofficialSpanishDB.如果滿足申請條件，需要通過官方數(shù)據(jù)庫來查詢雇傭情況Iftherearenotok,theyinformthecallcentertocallthecustomertotrytosolvetheproblem.如果不滿足申請條件，需要通過呼叫中心來嘗試解決問題CLSpanishbusinessmodel–Processdescription西班牙現(xiàn)金貸款模型–流程描述Callcentercallsthecustomer呼叫中心呼叫客戶Iftheprocessisok:outboundcalltoaskthesecurityquestionsandtoconfirmthepersonaldata如果流程沒問題，電話確認安全問題來確認個人資料Ifthere‘sanyincident;outboundcallinordertoinformthecustomerandtotrytosolveit如有問題，聯(lián)系客戶解決Iftherequestisdenied:outboundcalltoinformthecustomer申請被拒，電話通知客戶BOformalizesthecontractandtransfersthemoney.客戶經(jīng)理準備合同并轉(zhuǎn)賬Asmsissenttothecustomertoinformhimofthepayment短信通知客戶入賬Theamortizationplanissenttothecustomer'saddress還款方案發(fā)送到客戶郵寄地址BOarchivesthedocuments客戶經(jīng)理存檔文件DatabaseextractionSegmentationandcampaigndecisionManualapproval(byadmissionteam)ContractsdeliveryCUSTOMERCUSTOMERRISKS風險COMMERCIAL商業(yè)DocumentscheckAdditionaldocumentsrequirementMoneytransferPostaloffer+Smsas“heaters”客戶客戶NB新業(yè)務

115M€Contracts合同數(shù)18.560Increasenewcust.conversionratein6months>2,5%Portfolio貸款余額254M€Costs成本<3M€PBT稅前利潤15,5M€LLP不良撥備15,02M€Lifeinsurance人壽險80%Interestrate利率13%Increasetheaverageticket平均金額的增長>6.100€FideliBBDDSCFIncreasethenumberofcontractsreceivedaftercommitment.>61%Contractsreceivedok>62%Increasethenumberofinboundcalls>0,5%ShortercampaignstartuptimeImprovethesegmentationReducethenumberofnonfinishedapplications.降低業(yè)務未完成率<5,8%DBgrowth直銷業(yè)務增長>1.4MillionImprovetheproductDepartmentgoals部門目標Externaldrivers外部驅(qū)動力MkandProductDrivers市場與產(chǎn)品驅(qū)動力CallcenterDrivers呼叫中心驅(qū)動力ReducepostallettercostsCommittedinboundcalls>80%Improvecallcenter′satmosphereEfficientinboundcalls′timeAHT<4:30TargetKPIsfor20152015年KPI目標CLSpanishbusinessmodel–Strategicmap西班牙現(xiàn)金貸款模型–策略路徑CLSpanishbusinessmodel–Conversionchainestimated西班牙現(xiàn)金貸款模型–預計的轉(zhuǎn)化鏈11%8%80%13%9%78%Postalletters郵寄3.870.000Inboundcalls呼入電話47.352Noncommited未達成意向9.470Commited達成意向37.882Applicationsreceived收到的申請24.623Rejected拒單:6.156Nonfinishedprocess未果:1.970Formalized成交:16.4971,22%80%65%67%8%25%20%PRE-APPROVED預授權(quán)

郵寄2.060.000呼入電話18.100未達成意向1.875達成意向7.222拒單3901雇傭調(diào)查:7.80征信調(diào)查:1.365UDO:1.755批準3319發(fā)放合同3319收到的申請2.940拒單:294未果:294成交:2.35280%0,88%46%100%88%80%10%10%54%20%45%35%NONPREAPPROVED非預授權(quán)ThischainexplainshowsomekeyKPIshaveanimpactinthefinalresult:theobjectiveistofolloweverysingleratioinordertoimproveitand,asaresult,optimizethefinalconversionrate.這個鏈條解釋了一些KPI是怎樣最終作用到業(yè)績：即監(jiān)督比率的目標是為了改進優(yōu)化轉(zhuǎn)化率。

0,11%form/p.l.sent0,43%form/p.l.sentCRM–Deepcustomer′sbehaviorknowledge–Goodconversionrate.客戶關(guān)系管理–深化客戶行為知識–更好的轉(zhuǎn)化率Dependingonthesegmentandcustomer′sprofile,wehavedifferent取決于客戶類別和特性我們采用不同的:Communicationstyles溝通風格.Communicationchannels(mailing,SMS,outboundcampaigns)溝通渠道（郵件，短信，促銷活動）CLlimits現(xiàn)金貸額度Pricepolicies價格政策Analytics-wellidentifiedKPIsinconstanttracking:

業(yè)務分析–對KPI的持續(xù)追蹤Everyday每天Monthly每月Quarterly每季度CampaigntrackingandscorecardexamplesCLSpanishbusinessmodel–Keysuccessfactors西班牙現(xiàn)金貸款商業(yè)模型–關(guān)鍵成功因素...Learning學習:testingandtesting

測試再測試….Thinking思考CLSpanishbusinessmodel–Keysuccessfactors西班牙現(xiàn)金貸款商業(yè)模型–關(guān)鍵成功因素Continuousimprovementby…..

持續(xù)的改進是通過…TestexamplesThemarketandcustomersarecontinuouslychanging市場和客戶一直都在變化Multichannelstrategy:digitalizingendtoend->Omni-channeling

多渠道策略：數(shù)字化點到點->全能渠道NEW!HaceunosdíasleenviamosunPréstamoasudomicilio,parasolicitarloentreen

ollameal911774241Consumerstendto“researchonline,purchaseoffline.”客戶傾向于線上研究，線下采購

CLSpanishbusinessmodel–Keysuccessfactors西班牙現(xiàn)金貸款商業(yè)模型–關(guān)鍵成功因素CLSpanishbusinessmodel–Keysuccessfactors西班牙現(xiàn)金貸款模型–關(guān)鍵成功要素Greatteamworkersincontinuousfeedback.

擁有持續(xù)反饋的團隊合作

Analytics分析團隊Callcenter呼叫中心Backoffice后臺部門RiskandfinancialDep.風險與財務CLSpanishbusinessmodel–Conclusions西班牙現(xiàn)金貸款商業(yè)模型-結(jié)論Whyourcurrentmodelissodifferentthantheonethatwehadbefore2008?Becausewehaveappliedthelearnings獲取客戶我們通過:Smalltickets.單筆小單Purposeloans.貸款目的First,weneedtoknowcustomer′sbehavior,onceweknowhim,wedocrossselling.我們需要了解客戶的行為特點，據(jù)此來做交叉銷售Maximumamountdependingoncustomer′s:最大金額取決于客戶的：Behavior.行為特征Knowledge.知識水平 Thebetterbehaviorand/orthedeeperknowledge→thehigheramount.

行為特征更好、掌握更多的知識->更高的額度Diversifiedportfolio:貸款組合的多樣化Highnumberofcustomerswithsmallticketsratherthansmallernumberofcustomerswithhighertickets.大的客戶基數(shù)小的單筆額度，而不是小的客戶基數(shù)大的單筆額度Ourriskexposureissplitamongawidenumberofgoodcustomers.我們的風險暴露因為大的客戶基數(shù)而得到分散Veryrestrictivewithopenmarketstrategies:公開市場策略非常嚴格Directcustomers′acquisitionisriskierthancrosssellingstrategies.Thiscustomers′%oftotalCLoutstandingwillbealwayslow(nothigherthan20%).Customeracquisition客戶獲取Direct直銷Throughdealersandpartners通過經(jīng)銷商BehaviortrackingbeforeaCLoffer行為分析-6monthsAverageticket平均額度180k[RBM]36k[RBM]CLportfoliooutstanding現(xiàn)金貸款余額30%5%Before2008----Between2008-2011Between2008-2011Approvalcompetences審批權(quán)限Commercial–Branches分行審批Risks(eithermanualorautomatic)風險部門審批-CLSpanishbusinessmodel–Conclusions西班牙現(xiàn)金貸款商業(yè)模型-結(jié)論Asaresult,wehavea:綜上Diversifiedbusinessmodel多元化的商業(yè)模型Sustainablebusinessmodel可持續(xù)的商業(yè)模型CLSpanishbusinessmodel–Conclusions西班牙現(xiàn)金貸款商業(yè)模型-結(jié)論TrainingContentSpanishteamintroduction西班牙團隊簡介CLSpanishbusinessmodel現(xiàn)金貸西班牙業(yè)務模式BOBCFCsituation北銀消費現(xiàn)狀Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Conclusionsandactionplan結(jié)論和行動計劃BOBCFCsituation–Trainingobjectives北銀消費現(xiàn)狀-培訓目標PRADDpaymentmethod到期一次性還本-int利息利息利息利息利息利息利息利息利息利息利息123456789101112-Ppal本金month月0+Ppal本金Autobusiness汽車業(yè)務,Others其他Themainobjectiveistoknowsomewaystocombinebothproductsinordertofindanoptimummixforeachcustomer主要目的是知道一些結(jié)合兩種產(chǎn)品的方法以便為每位客戶找到一種最佳組合：Amortizedrepaymentsystem攤銷還款利息利息利息利息利息利息利息利息利息利息利息123456789101112Month月0+Ppal本金本金本金本金本金本金本金本金本金本金本金本金本金GraceperiodCustomersarelookingforachoice,forFlexibility客戶在尋找的是選擇，是靈活性BOBCFCsituation–Trainingobjectives北銀消費現(xiàn)狀-培訓目標ToolstoofferFlexibility提供靈活性的工具Graceperiods寬限期Tenors期限Pricepolicy價格政策BOBCFCsituation–Trainingobjectives北銀消費現(xiàn)狀-培訓目標Spanishteamintroduction西班牙團隊簡介CLSpanishbusinessmodel現(xiàn)金貸西班牙業(yè)務模式BOBCFCsituation北銀消費現(xiàn)狀Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Conclusionsandactionplan結(jié)論和行動計劃TrainingContent培訓內(nèi)容

BESTCUSTOMERS最佳客戶POTENTIALLYTROUBLECUSTOMERS可能會有風險的客戶Databaseanalysiswillgiveusthenecessaryinformationtoidentifyourcustomersandcreatethemainsegments.數(shù)據(jù)庫分析會提供給我們必要的信息以確定我們的客戶，并且做出主要分組。

Youhavetodefineyourowncriteria:age,location,income,portfolio,etc.需要我們自己設定標準：年齡，地點，收入，資產(chǎn)情況，等。Onceyouhavedefinedyoursegments,itisnecessarytocreateaspecificstrategyforeachoneinordertooptimizetheresults.一旦確定了分組，需要為一組制定出專門的策略，以便使結(jié)果達到最優(yōu)。Don′tforgettotest,testandtest….Always!不要忘記測試，測試，再測試……總是牢記在心！Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Segment分組Existing存量Active活躍Productrenewed更新產(chǎn)品Strategy策略1Newcustomers新客戶No否--Mixedloans(PRADD/Amortized)混合貸款（到期一次性還本/攤銷還款）2ActivePRADDgoodcustomers活躍的到期一次性還本優(yōu)質(zhì)客戶Yes是Yes是-PRADDconversionchance到期一次性還本轉(zhuǎn)化機會3ActivePRADDtroublecustomers活躍的到期一次性還本問題客戶Yes是Yes是Yes是PRADDconversionoffer到期一次性還本轉(zhuǎn)化提議4InactivePRADDgoodcustomers不活躍到期一次性還本優(yōu)質(zhì)客戶Yes是No否No否Pre-approvedCLoffer預批準的現(xiàn)金貸提議5InactivePRADDtroublecustomers不活躍到期一次性還本問題客戶Yes是No否Yes是Nonpre-approvedCLoffer非預批準現(xiàn)金貸提議Wehavemadeaverysimplesegmentationbaseonthefollowingvariablesinordertosetupanad-hocstrategyforeachone:我們依據(jù)以下可變條件做了一個簡單的劃分，以便為每一組都建立一個對應的策略：FIRSTPRODUCTPROPOSAL第一產(chǎn)品提議:Choosingrepaymentmethod選擇還款方式:Sincetheverybeginning,thecustomersignthecontractknowingthat,in12monthtime,heisgoingtohavethechanceofconversionintoanamortizedloan.Thecustomerwillhave2optionsbeforethetenor:從最一開始，客戶簽合同時要知悉在12個月的時間內(nèi)，他將有機會轉(zhuǎn)換成為攤銷還款貸款?？蛻粼谶€款期限開始前將有兩種選擇：NEWCUSTOMERS新客戶STRATEGY策略:MIXEDLOANS混合貸款1利息-Ppal-int利息利息利息利息本金本金本金本金本金-int利息利息利息利息利息利息利息利息利息利息123456789101112Month月0+Ppal本金1314151617…利息Choicecom.選擇告知1stoption第一選擇2ndoption第二選擇“Choicecommunication”couldbedonethroughdifferentchannels.“選擇告知書”的送達可以以不同方式完成?！鶬twontbenecessarytosignanothercontract不需要另外簽訂合同F(xiàn)lexibility靈活性Youcanalsoshorterinterest-onlypaymenttenor可縮短只還利息期限->betterperiod3

or6months???3個月或者6個月比較好？Thecustomercanalsopayapartoftheprincipalandconverttherestoftheprincipalintoanamortizedloan.客戶可以選擇支付一部分本金，然后將另外的本金轉(zhuǎn)成攤銷還款。Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略SECONDPRODUCTPROPOSAL第二產(chǎn)品提議:Standard6monthsPRADD到期一次性還本標準產(chǎn)品6個月+automaticconversionintoanamortizedloan自動轉(zhuǎn)換為

攤銷還款(withdifferenttenors期限不同)afterthetenoriftheprincipalhasnotbeenpaid如果本金還未還完.NEWCUSTOMERS新客戶STRATEGY策略:MIXEDLOANS混合貸款1-int利息利息利息利息利息12………121314………24Month月0+Ppal本金…36……48Youcanalsoshortertheinterest-onlypaymenttenor可以縮短只還利息的期限->betterperiod3or6months?最好3或者6個月？Amortizedperiod攤銷階段Interest-onlypaymentperiod只還利息階段Flexibility靈活性Thecustomercanalsopayapartoftheprincipalandconverttherestoftheprincipalintoanamortizedloan客戶也可以支付一部分本金，然后將剩余本金轉(zhuǎn)換成攤銷還款。-int本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略THIRDPRODUCTPROPOSAL第三產(chǎn)品提議:Increasingamortizedloan提高攤銷貸款:6monthsPRADD6個月到期一次性還本+6monthsamortizedloanwithaverylowinstallment6個月攤銷貸款但是每期金額較小

+6monthwithahigherinstallmentandsoon….6個月攤銷還款但是每期金額較大……NEWCUSTOMERS新客戶1

Theinstallmentswoulddependoncustomer′sneeds,theamount,theperiod.

每期還款金額，期限可以取決于客戶的需要。123456789101112Month月0+Ppal本金-int利息利息利息利息利息13141516-int利息利息利息利息利息本金本金本金本金本金本金-int利息利息利息利息利息本金本金本金本金本金本金1718STRATEGY策略:MIXEDLOANS混合貸款

Thisproductisriskiersothetargetshouldbecustomerswithincreasingincomeexpectationsashighpotentialgraduates,etc.此產(chǎn)品風險性較大，所以目標客戶應該有收入增長的預期，比如潛力很大的畢業(yè)生等。Flexibility靈活性Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略FOURTHPRODUCTPROPOSAL第四產(chǎn)品提議:Seasonalamortizedloan季節(jié)性攤銷貸款:amortizedloanwithalowinstallmentduringsomemonthsoftheyearandwithahighinstallmentsinthosemonthsthataremoreconvenientforeachcustomer在每年的某些月每期小金額攤銷貸款，在其他客戶認為合適的月份進行每期稍大金額的還款：NEWCUSTOMERS新客戶1-Theseasonallywoulddependoncustomer′sneeds.季節(jié)性定義取決于客戶的需求。12……89…1212….8Month月0+Ppal本金-int利息利息利息本金本金本金本金9….12…STRATEGY策略:MIXEDLOANS混合貸款-int利息本金本金利息本金利息本金利息本金利息本金利息本金-int利息本金本金利息本金利息本金利息本金-

Thisproductwouldbeveryconvenientforthosecustomersthatareselfemployedandwhoseincomesdependdirectlyontheproductionsoldinaspecificperiodoftheyear.此產(chǎn)品將會給特定人群帶來很大的便捷，比如個體戶和在每年特定時期，收入與生產(chǎn)產(chǎn)出緊密結(jié)合的人群。Flexibility靈活性Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略FIFTHPRODUCTPROPOSAL第五產(chǎn)品提議:Directamortizedloan直接攤銷貸款.Isthecustomertheonethatdecidesthetenor,lookingforaninstallmentthatcanmeethisneeds.客戶自己決定還款期限，尋找適合他自己的分期。Thetenorcouldchangeduringthelifeoftheproduct,and,asaresult,theinstallmentcanbehigherorlowerdependingoncustomerneeds.還款期限可以在產(chǎn)品生命周期內(nèi)變更，所以每期還款額可以依據(jù)客戶需求高或者低。Lifeinsurancedocuments壽險資料-int本金+Ppal本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金利息本金1234…………24….……month048………72利息本金利息本金利息本金利息本金Graceperiod Theloancanbeofferwithalifeinsuranceincluded.Inthiscase,thecustomerhastosignaseparatecontractandtheprincipalwillbehigherastheamountofthelifeinsuranceisaddedtotheprincipal.可以與壽險同時提供此貸款。這樣，客戶需要另外簽署一份合同，本金可能會變多，因為壽險部分也看作是本金的一部分。NEWCUSTOMERS新客戶1STRATEGY策略:MIXEDLOANS混合貸款Flexibility靈活性Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略-int利息利息利息利息利息12……1011Month月0+Ppal本金CLOffer+contr現(xiàn)金貸提議+合同CLOfferletterexample現(xiàn)金貸提議舉例Thisstrategyconsistsofofferingtothecustomerthechancetochoosebetweenoneofthefollowingoptions此策略可以為客戶提供在以下選項里選擇的機會:1stoption第一選擇:

payingthetotalamountattheendoftheperiod.在期末支付全額。2ndoption第二選擇:renewingtheloanbutbecomeitintoanamortizedloanwithdifferenttenorsinordertomeethisspecificneeds審查貸款將其轉(zhuǎn)化成攤銷貸款，但是還款期限不同為了滿足客戶特殊的需求:Tenor1–Example期限一舉例:12months12個月Tenor2-Example期限二舉例:24months24個月Tenor3-Example期限三舉例:36months36個月→Ifthecustomerchoosesthisoption,hastosignanewcontract.選此方案，需簽新合同。→Theprocesswillbemoreefficientiftheofferissentwiththecontractsenclosed若將合同與提案同時寄出，則流程更高效。→Theoffercanbedifferentdependingonthesegment.產(chǎn)品提案可以根據(jù)客戶群不同而不同。ACTIVEPRADDGOODCUSTOMERS活躍的到期一次性還本優(yōu)質(zhì)客戶STRATEGY策略：PRADDCONVERSIONCHANCE到期一次性還本轉(zhuǎn)化機會2利息12-Ppal-int利息利息利息利息…....24…36本金本金本金本金本金利息1stoption第一選擇2ndoption第二選擇CommunicationexamplesFlexibility靈活性Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略OfferingalowerinterestratethantheinterestratethatispayingifheconvertshisPRADD.若同意轉(zhuǎn)換，則提供比PRADD低的利息Increasinginterestratepolicies提高利息政策:thesooneryouconvertyourloanthelowertheinterestwillbeapplied.越早轉(zhuǎn)換，利息越低。-int利息利息利息利息利息利息利息利息利息利息利息12…..….121234567-PpalMonth月0+Ppal本金ThisstrategyconsistsofpersuadingthecustomertoconverthisPRADDintoanamortizedloanassoonaspossible.Thecommercialofferwouldinclude3differenttenorsinordertomeethisspecificneeds此策略旨在說服客戶盡可能將到期一次性還本轉(zhuǎn)換為攤銷貸款。銷售提案可包含3種不同期限以滿足特殊需求：Tenor1–Example期限一舉例:12months12個月Tenor2-Example期限二舉例:24months24個月Tenor3-Example期限三舉例:36months36個月→Ifthecustomerchoosesthisoption,hastosignanewcontract.選此方案，需簽新合同。→Theprocesswillbemoreefficientiftheofferissentwiththecontractsenclosed若合同與提案同時寄出，則流程更高效?！鶷heoffercanbedifferentdependingonthesegment.產(chǎn)品提案可以根據(jù)客戶群不同而不同。Inorderachieveit,wehavedifferentoptionstobeuseas“heater”為了達成我們可采取的方式:ACTIVEPRADDTROUBLECUSTOMERS活躍的到期一次性還本問題客戶STRATEGY策略：PRADDCONVERSIONOFFER到期一次性還本轉(zhuǎn)化提議3-int利息利息利息利息891011121stCLOffer+contracts第一份提案和合同PRADD′srenewalPRADD貸款更新2ndCLOffer+contracts第二份提案和合同3rd

CLOffer+contracts第三份提案和合同-Ppal?CommunicationexamplesCLOfferletterexample現(xiàn)金貸提議舉例Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Thisstrategyconsistsofofferingapre-approvedamortizedloan.Thisisthebestcustomerprofile,arereallycustomertrustfulcustomersandwantthemtocontinueworkingwithus,wewanttheirloyalty,soweshouldofferthemsomethingdifferent,somethingspecial此策略旨在提供一個預批準攤銷貸款?？蛻粜枰x擇有好條件的并且值得我們信任的，想繼續(xù)和他們做下去，想取得他們的忠誠度，所以我們應該為他們提供一些特殊的產(chǎn)品:Pre-approvedloan.預批準貸款Completelypersonalizecommunication.完全個性化溝通Lowerinterestrate.低利率Personalizedcontractsenclosed.個性化合同Theoffercanbedifferentdependingonthesegment.

提案可根據(jù)客戶的不同而不同?！鶶panishcorebusiness,pre-approvedoffers.西班牙核心業(yè)務，預批準提案。

Thesuccessrateinthissegmentcouldreachthe20%percampaign.在每次推廣后這類客戶的轉(zhuǎn)換成功率能達到20%左右。INACTIVEPRADDGOODCUSTOMERS不活躍到期一次性還本優(yōu)質(zhì)客戶STRATEGY策略：PRE-APROVEDOFFER預批準提議4-int利息利息利息利息利息利息利息利息利息利息利息123456789101112-Ppalmonth0+Ppal本金13…CLOffer+contracts現(xiàn)金貸提案和合同CommunicationexamplesCLOfferletterexample現(xiàn)金貸提議舉例Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略INACTIVEPRADDTROUBLECUSTOMERS不活躍到期一次性還本問題客戶STRATEGY策略：NONPRE-APROVEDOFFER非預批準提案5-int利息利息利息利息利息利息利息利息利息利息利息123456789101112-PpalMonth月0+Ppal-int利息利息利息利息利息131415161718CLOffer現(xiàn)金貸提議-PpalThisstrategyconsistsofofferinganonpre-approvedamortizedloan.Thisisalsoagoodcustomerprofile.Thesecustomersarenosotrustfulasthepreviousones,butmaybeaftergettingmoreinformationofthem(checkingtheircurrentprofessionalsituation,etc.)wecouldapprovetheirloanapplication.此策略旨在提供非預批準攤銷貸款。這也需要客戶背景要好。我們對他們不像對前面的那些那樣充滿信任，但是或許得到他們更多的信息后（比如目前的職業(yè)狀況等）我們會批準他們的貸款申請。Thecommunicationshouldbeorientedtoencouragethemtoapplyforaloan.Asanexample,itwouldbeagoodideatoofferthemanspecificamountwith3differenttenorsavailabletillagivendate,withadeadline.與他們的溝通要多鼓勵他們申請貸款。例如，為他們提供一款有三種還款期限可選的特定時間內(nèi)的貸款。Weknowthem,soagainthecommunicationshouldbe我們了解他們，所以溝通應該:Completelypersonalizecommunication.完全個性化Theoffercanbedifferentdependingonthesegment.產(chǎn)品可以根據(jù)客戶不同而不同->10%oftheSpanishnewbusiness,nonpre-approvedoffers西班牙10%的新業(yè)務為此類Thesuccessrateinthissegmentcouldreachthe20%percampaign(dependingontheapprovalrate).在每次推廣后這類客戶的轉(zhuǎn)換成功率能達到20%左右。（取決于批準率）1820CommunicationexamplesCLOfferletterexample現(xiàn)金貸提議舉例Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Spanishteamintroduction西班牙團隊簡介CLSpanishbusinessmodel現(xiàn)金貸西班牙業(yè)務模式BOBCFCsituation北銀消費現(xiàn)狀Strategiesproposeddependingoncustomer′ssituation由客戶情況決定的戰(zhàn)略Conclusionsandactionplan結(jié)論和行動計劃TrainingContent培訓內(nèi)容

Conclusionsandactionplan結(jié)論和行動計劃Setupthestrategyforeachsegment為每個分組制定策略:Dependingonthesegmentandcustomer′sprofiledifferent取決于客戶不同的背景:Strategies策略.Communicationstyles溝通方式Communicationchannels(mailing,sms,web,outboundcampaigns)溝通渠道（郵件，短信，網(wǎng)頁，推廣活動）CLlimits現(xiàn)金貸額度Pricepolicies定價政策

Segmentscreation客戶分組->Databaseassessment評估數(shù)據(jù)庫.Firstcampaigns.第一次推廣Firsttests.第一次測試Firstresults.第一次結(jié)果Firstsegmentation.第一次分組Mejora優(yōu)化→Environmentandcustomerareinconstantchange.環(huán)境和客戶總是在變化。→Knowledgewithoutlimits知識無限KPI′sestablishmentandmonitoring關(guān)鍵業(yè)績指標的設立和監(jiān)測:Daily:systemstocontroltheperformanceofthecampaigninordertostablishcorrectiv