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CRM at Chinatrust Commercial Bank: Winning, One Customer at a TimeProduct Type: Market Research ReportPublished by: IDC Published: June 2006 Product Code: R104-26637 Description
This Financial Insights report discusses the achievements of Taiwan's Chinatrust Commercial Bank (CTCB) in strengthening its CRM capabilities by rolling out best practice marketing and campaign management. CTCB has progressed from a traditional marketing/campaign practice of deploying periodic campaigns based on ad hoc segmentation and data mining scores to an event-based environment that is able to understand individual customer behavior and propensities. This study discusses the business needs faced by CTCB and mentions some benefits that have already been observed by the bank. Michael Araneta, research manager for Financial Insights Asia/Pacific IT Benchmarking says, "Chinatrust Commercial Bank's experience proves that with executive commitment, strong business unit involvement, and well-thought-out technology investments, banks can indeed succeed in really understanding their customers." Araneta continues, "A greater emphasis on customer analytics has redefined the CRM story of Asia's banks, and CTCB is among several players leading the charge to implement credible CRM propositions." Table of Contents
Table of ContentsFinancial Insights Opinion In This Report Brief Description of the Solution Situation Overview Key Notes on Chinatrust Commercial Bank Key Themes in the Market Government Push for Consolidation Is Succeeding Credit Card Space Less Appealing The Race for Dominance in the High Net Worth Space The Approach Business Drivers Solution Description Figure: Chinatrust Commercial Bank's CRM Journey Toward Best Practice Marketing Building Best Practice Marketing Capabilities Triggers and Customer Strategies Table: Chinatrust Commercial Bank's Customer Programs and Program Triggers Figure: Chinatrust Commercial Bank's Path from Event Discovery to Needs Fulfillment The Benefits of a Closed Loop System Effective Campaign Management Figure: Key Stages of Chinatrust Commercial Bank's Best Practice Campaign Management Environment Table: Key Activities of Chinatrust Commercial Bank's Best Practice Campaign Management Environment Customer Profitability Models Selecting the Solution Implementing the Solution Business Value More Effective, More Cost-Efficient Campaigns Increased Effectiveness of the Marketer Table: Chinatrust Commercial Bank's Lead Management Rules Improved Customer Satisfaction Chinatrust Commercial Bank as the Benchmark in Taiwan Table: CRM Capabilities of Chinatrust Commercial Bank Versus Peer Banks in Taiwan Future Outlook Essential Guidance Actions for Financial Institutions Actions for Vendors Learn More Related Research Synopsis |
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