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1、Typically,concepts are tested through research with potential customer,an example of typical questions is shown below-although these would be tailored as appropriate for the features of the product concept being tested,Value Proposition,Image,Service Quality,Short Term Investment,Credit Card,Custome
2、r behaviour,Where do you shop?How often and when?What kind of products and services do you buy?How much do you spend?Do you use cash,checks,or credit cards?,What credit cards do you have?How did you acquire these cards?How do you decide which card to use for a particular purchase?What do you value i
3、n a card?(probe for price,prestige,service,convenience,safety,benefits)What would convince you to have another card?Would it replace one or more of the cards you use now?,When you have extra money for a short time,where do you keep it?Why did you choose this option?When you select an investment or s
4、avings product,how do you do it?,What are the main problems you have today with your credit card and short term investments?How well are these problems solved?,What are the strengths and weaknesses oflocal banksForeign banks?How do you view these financial institutions?American ExpressBank of Americ
5、aChase Manhattan BankCitibankWhich banks do you know/trust?,(Already discussed),60 min.,15 min.,15 min.,10 min.,30 min.,20 min.,Aspects To Be Analyzed1,Notes:(1)For more detailed information see appendix,典型的，理念将通过对潜在客户的研究得到检验，下面展示的是一些典型问题的实例 当然这些问题将得到调整，以适应需要检验的产品理念的特征,价值主张,形象,服务质量,短期投资,信用卡,客户行为,您在何
6、处采购?多长时间采购一次?何时?您购买哪些产品和服务?您每次的花费?您使用现金、支票还是信用卡?,您拥有哪几种信用卡?您如何获得这些信用卡的?针对每一次特定的购物，您是如何决定使用何种信用卡的?您最重视信用卡的哪些特性?(价格、声誉、服务、便捷性或收益)什么事情会使您决定拥有一种新卡?新卡是否会取代一种或几种您现在正在使用的卡?,如何您在短时间内产生了多余的钱，您将如何保存这笔钱?您为什么做出这样的选择?当您选择了一种投资或储蓄产品后，您将如何处置该产品?,如今您在信用卡和短期投资方面遇到的主要问题是什么?这些问题解决的如何?,您认为不同类型银行的优势和劣势：本地银行外资银行?您如何看待下列金
7、融机构?美国运通美洲银行大通曼哈顿银行花旗银行您了解。信赖哪些银行?,(已经讨论),60分钟,15分钟,15分钟,10分钟,30分钟,20分钟,需要分析的几个方面1,注：(1)详细信息请参见附录,Behavioral and financial profile,Convenience services“client gifts”,Management roles/ideal client relationship model,Banks brand/image competitors,Ideal branch model,The survey inquired about the bankin
8、g relationship key factors and their product and channel preferences,Brand perception of the affluent segment,Main financial goal for the target segments are accumulating wealth,secure assets value and then gaining return over savings/deposit Financial products consumption profile is more toward inv
9、estor and mutual between conservation and aggressive,also price sensitive,Customers would like to have no-banking convenience or gifts as a“nice to have”item,only impact decision when other thing being equalCash rebate is the most preferred reward item,The customers would prefer the financial instit
10、utions to provide convenient services and also products that can fit their needs in one-stop shoppingClient preference regarding contact channel:telephone,client visiting the branch,manager visiting the client,Customers consider the bank as a innovative bank,when compared against other major competi
11、tors,Regarding branch model,customers prefer a shared branch with dedicated areas,Customers mostly prefer“Minsheng Intelligent Fortune”as the product name,Focus Groups Findings,行为和财务总结,便捷服务“银行的礼物”,管理角色/理想的客户关系模式,银行的品牌/形象 竞争对手,理想的分行模式,调查将了解影响业务关系的关键因素，以及客户对产品和渠道的偏好,富有人群的品牌接受程度,目标细分客户的主要财务目标是积攒财富、确保资产
12、价值，并通过储蓄/存款获得回报金融产品消费总结主要针对投资者，既有保守的、也有激进的，同时也对价格敏感,客户并不希望银行提供便利或礼物，作为“最好拥有”的项目，只有在其他因素完全相同的情况下这些项目才会对决策有所影响现金折扣是最受欢迎的回报项目,客户希望金融机构能够提供便捷的服务和产品，符合他们一站式服务的需求客户对联系渠道的偏好：电话、客户访问分支行、经理拜访客户,客户认为该银行和其他主要竞争对手相比，更具创新性,客户偏好在共用的分行中具有专门的服务区,客户最希望产品命名为“民生Intelligent Finance”,焦点座谈会中的发现,Customer Survey Questionna
13、ire,Product Feature Preference,1.1 If the bank provide“mortgage offset”function,how likely you will apply for this product?,Never,Definitely,Very Likely,Unlikely,Possible,Likely,1.2 If the bank provide“auto sweeping”function within all saving/investment account,how likely you will apply for this pro
14、duct?,Never,Definitely,Very Likely,Unlikely,Possible,Likely,Pricing,2.1 If the bank provide“mortgage offset”,how much premium are you willing to pay on interest rate?,0%,1%,+0.5-1%,+0.1%,+0.1-0.3%,+0.3-0.5%,Illustrative,2.2 If interest rate for“mortgage offset”is the on par with other mortgage,but a
15、 monthly service fee is applied,how much can you accept?,5,25,25,10,15,20,2.3 Same situation as 2.2,but instead a one-time installment fee is applied,how much can you accept?,100,2000,2000,300,500,1000,客户调查问卷,产品特征偏好,1.1 如果银行提供“按揭抵销”(mortgage offset)功能，您有多少可能会去申请该项产品?,不会,一定,非常可能,不太可能,可能,很可能,1.2 如果银行提
16、供“自动条件转账”(auto sweeping)功能，您有多少可能会去申请该项产品？,不会,一定,非常可能,不太可能,可能,很可能,定价,2.1如果银行提供“按揭抵销”(mortgage offset)功能，您愿意额外支付多少利率？,0%,1%,+0.5-1%,+0.1%,+0.1-0.3%,+0.3-0.5%,示意,2.2 如果“按揭抵销”(mortgage offset)功能的利率和其他按揭产品的利率相同，但需要按月支付服务费，您愿意支付多少?,5,25,25,10,15,20,2.3 在和问题2.2相同的情况下，但需要支付的变成了一次性费用，您愿意支付多少?,100,2000,2000,
17、300,500,1000,By taking greater advantage of price elasticity,banks who migrate towards“demand-side”pricing will deliver a more tailored product offering,Spectrum of Pricing Strategies,PricingStrategy,Objective,IllustrativeCustomerViewpoint,Source:A.T.Kearney analysis,Market,Segment,Customer,通过更好的利用价
18、格弹性，向“需求式”定价转移的银行将提供更加定制化的产品,定价战略序列,定价战略,目标,客户观点示意,Source:A.T.Kearney analysis,市场,细分,客户,降低服务成本,案例D：理财业务客户的忠诚度计划为极大化客户关系价值，忠诚度计划是一个经常被运用的工具,期望客户进行的行为,服务费用的累进折扣贷款利率的累进降低在指定期限内不收取利息与其他忠诚度计划交换积分例如航线里程、宾馆积分等特别专属活动高频率使用其它服务渠道的奖励,忠诚度计划设计原则,购买新产品和产品更新投资信用保险和退休基金服务（借记卡使用、现金的提取、帐户存款等）较高的投资额度和信用(负债和资产),客户保留和钱包
19、占有率增长,降低风险,在到期日准时支付贷款,使用低成本的渠道互联网 自动借记/付款借记卡 ATM,对客户提供的潜在收益,目标,客户示例,通过针对目标客户的市场活动，忠诚度计划也能用来从竞争对手处吸引客户,These key messages were delivered in a series of communication vehicles to customers,Sample Communication to Prospective Customers,Build Product Awareness,Product brochuresDedicated counter in the b
20、ranchBranch staff cross-sellInitial sales discussionOngoing follow-up discussions,Comparison with existing similar productsSales volume/target demonstration to customersIntroduce promotion benefits to customers,Product Brochure,Calculation Example,Demonstrate Product Features and Value-added to Cust
21、omers,Advertising(Newspaper,magazine,billboard,etc.)Branch posterTele-marketing to existing customer baseParticipate/sponsor relevant conferences/eventPromotional website,Present the Product as a Good Fit to Customers needs,主要的信息将通过一系列沟通工具传达给客户,向潜在客户进行沟通的示例,建立产品意识,产品手册分行内的专门柜台分行员工进行交叉销售初步的销售讨论后续讨论,与
22、现有类似的产品进行比较向客户展示销售量/目标向客户介绍推广期的收益,产品手册,考虑事项示例,向客户展示产品特征和附加值,广告(报纸、杂志、广告牌等)分行海报向现有客户进行电话营销参与/资助相关的会议/事件推广网站,证明产品非常符合客户的需求,Finally,the survey tested 30 different names for the segments brand,Focus Groups Brand test,Classe A,Nobel,Classic,Master,Magno,Rouge,Capital,Next,Style,Red Circle,Hall,Reserve,Av
23、ant,Prime,Exclusive,Nobre,Executive,Celebrities,Srie A,Premium,Stillus,Selection,Vintage,Elegance,Rubi,Vip Class,Requinte,Perception of the name after the Bradesco brand,Bradesco,Name,+,Perception of the name before the Bradesco brand,Name,Bradesco,+,Name test,Name,Names tested(suggested by Bradesco
24、s advertising agency),Source:Focus Groups So Paulo,Rio de Janeiro,Belo Horizonte,Braslia,Salvador,Porto Alegre and A.T.Kearney analysis,最终，调查对这一细分产品品牌的30个不同的产品名称进行了检验,焦点座谈会 品牌检验,Classe A,Nobel,Classic,Master,Magno,Rouge,Capital,Next,Style,Red Circle,Hall,Reserve,Avant,Prime,Exclusive,Nobre,Executive
25、,Celebrities,Srie A,Premium,Stillus,Selection,Vintage,Elegance,Rubi,Vip Class,Requinte,产品名称在Bradesco品牌之后,Bradesco,名称,+,产品名称在Bradesco品牌之前,名称,Bradesco,+,名称检验,名称,经过检验的名称(由Bradesco的广告公司提出),来源：圣保罗、里约热内卢、美景市、巴西利亚、萨尔瓦多以及阿雷格里港等地的焦点座谈会，科尔尼分析,对不同的细分市场，我们应着重不同的沟通渠道和诉求讯息，以最有效地打动客户,Thus the call centre should pl
26、ay a slightly different role for each of the product functions,Application,Transaction,Maintenance,Retention,Origination,Mortgages,Consumer Loans,Asset Management,Role of Call Centre in Product Service Delivery,Respond to direct dealing customersAssist branches with product advice,Full responsibilit
27、y for taking ownership of the client and timely processing,Full responsibility for timely delivery of funds etc.,Full responsibility,Full responsibility,Respond to direct dealing customersSales support for branches and POS agents,Full responsibility for timely processing and migrating customer to ca
28、ll centre,Full responsibility for timely delivery of funds,Full responsibility,Support for POS Agents and Branches,Sales support for advisors,Support for advisors,Full responsibility for execution,Support for advisors,Support for advisors,3-2,5,5,5,5,3,5-4,5,5,4,2,4-3,5,3,3,因此呼叫中心应该针对每一产品功能，扮演稍显不同的角
29、色,申请,交易,维持,保留,生成,按揭贷款,消费贷款,资产管理,呼叫中心在产品服务交付中的角色,向直接交易客户作出回应协助各分支行提供产品咨询,全权负责客户拥有以及及时的处理,全权负责资金的及时交付等,全权负责,全权负责,向直接交易客户作出回应向分支行和POS终端人员提供销售支持,全权负责及时处理，并将客户转移至呼叫中心,全权负责资金的及时交付,全权负责,向分支行和POS终端人员提供支持,向顾问提供销售支持,向顾问提供支持,全权负责交易的执行,向顾问提供支持,向顾问提供支持,3-2,5,5,5,5,3,5-4,5,5,4,2,4-3,5,3,3,The Product Development
30、initiative will result in a 3-year NPV savings of$8.3M,Note:(1)Based on 3-year NPV at 12%,Product Development benefits,零售银行,跨职能部门的流程和协调,跨部门协调模式,示意,行政管理,分行,IT,市场部,产品开发,客户服务,IT开发,营销,销售,服务,产品开发,领导角色,支持角色,参与角色,Process Map DCD(Dual Currency Deposit),Assistant PB,Private Banker,Customer,Treasury,IT,Treasu
31、ry Admin.,Receive/validate instruction from client,Instructions,Input deals into Murex,Check available funding,(T+1)Print Advice,Receive Advice,Finish,Provide quotes,Discussion of rates and Confirm the deal,(T+2)Settlement,Get quote from Treasury,1.Confirm the deal with client2.Confirm the order wit
32、h Treasury over phone3.Call customer to confirm deal done,1.Prepare deal details(currency pair,pre-set exchange rate,maturity,settlement a/c,etc.)2.E-mail to FMO,Issue Kondor tickets to FMO,Reconcile e-mail from APB and Kondor ticket,Data input and verification,(Same Day)Prepare Confo to client,upon
33、 request,Pilot Workplan,Weekly meeting is important to monitoring product pilot,so as to efficiently apply adjustment required in,实施计划的监控流程,举行周例会监控实施计划的执行,是否按 计划执行?,是,产品销售趋势是否与预期相符合?,各分行表现是否与预期相符合?,否,调整目标调整相应的资源计划调整产品设计,否,否,因应方案1 因应方案2,产品销售量是否与预期相符合?,扩大试点范围。,是,采用其他促销手段。,超过,低于,是,要点,当上市初期的市场反应不如预期时，对立
34、即采取应对措施的做法应持谨慎的态度，因为:消费者的口碑以及广告宣传的效果需要时间来见效。,调整目前的资源投入加大实施力度重新调整产品推出时机,每周会议对于监控产品试点情况和高效地进行所需的调整，都是十分重要的,实施计划的监控流程,举行周例会监控实施计划的执行,是否按 计划执行?,是,产品销售趋势是否与预期相符合?,各分行表现是否与预期相符合?,否,调整目标调整相应的资源计划调整产品设计,否,否,因应方案1 因应方案2,产品销售量是否与预期相符合?,扩大试点范围。,是,采用其他促销手段。,超过,低于,是,要点,当上市初期的市场反应不如预期时，对立即采取应对措施的做法应持谨慎的态度，因为:消费者的
35、口碑以及广告宣传的效果需要时间来见效。,调整目前的资源投入加大实施力度重新调整产品推出时机,Completed,Remaining,Key Milestones,“Progress To Date”Summary,August,Milestone 1October,September,July,November,“Day 2”December,Product DesingCustomer Understanding/Market UnderstandingProduct Features FinalizeIT DevelopmentBusiness requirement finalizedP
36、rogram Development CompleteOperation PlanningCore processes designOrganization alignmentRisk ManagementConsistent credit policies for consumer credit developedGuidelines for program lending products standardizedCall Center Service standard development System function enhancementService process final
37、izedOperational processes and functions alignedBusiness CaseCost&Benefit AnalysisBusiness Case DevelopmentPilot PlanPilot plan finalizedOperation arrangement/Metrics designPilot implementation complete/tracking resultsFull Roll-outRoll-out plan finalizedStaff trainingMarketing plan/implementationEtc
38、.,Today,Case Example,已完成,未完成,主要里程碑,“迄今进度”总结,8月,里程碑110月,9月,7月,11月,“第二天”12月,产品设计对客户/市场的理解产品特诊的最终确定IT开发业务需求的最终确定程序开发完成情况运营规划核心流程设计组织内部的一致性风险管理一致性的客户信用政策的制定计划借贷产品细则的标准化呼叫中心 服务标准的制定系统功能的提高服务流程的最终确定运营流程和职能的一致性商业案例成本和效益分析商业案例制作试点计划设计计划的最终确定运营安排/度量标准的设计试点实施的完成/追踪成果全面推广推广计划的最终确定员工培训营销计划/实施其它,今日,示例,Frequency,
39、Metric Owner,Metrics Select Examples,Customer Metrics,Cross Selling,Profitability,Productivity,Mutual FundsPremium Deposits,Customer complaintsService Level,Monthly Monthly,MonthlyMonthly,WMWM,RetailRetail,QuarterlyQuarterly,RetailCall Center,Mortgage VolumeDeposit/Saving Size GrowthNet inflow and o
40、utflow of depositsNo.of registered CustomerCard application acceptanceInternet Transaction Volume,Profit&LossNet Interest Income,DailyWeeklyWeeklyMonthlyMonthlyMonthly,RetailRetailRetailRetailCardsRetail,Case Example,频率,标准拥有人,度量标准 示例,客户度量标准,交叉销售,盈利能力,生产效率,共同基金高端存款业务,客户投诉服务水平,每月 每月,每月每月,理财理财,零售零售,每季每
41、季,零售呼叫中心,按揭贷款业务量存款/储蓄规模的增展净存款流入和流出注册客户数银行卡申请接受情况网上交易量,盈亏情况净利息收入,每天每周每周每月每月每月,零售零售零售零售银行卡零售,示例,Last and most important,the involvement from senior management is critical to the overall success,Steering Committee,Senior management participationTop level direction setting and decision-makingProvide ove
42、rall direction and product development/launch principlesMake key decisions related to product developmentAddress and resolve key issues and risks,Joint Team Leader,IT Team,PMO Structure,Key Responsibilities,Overall PMO Structure,Case Example,Involve in bi-weekly steering committee meetingTake lead i
43、n specific risk mitigation/taskCommunication with governmentsMedia event participationInternal/external newsletterEtc.,Possible Involvement Methods,Business Team,最重要的一点，高管人员的参与对于整个项目获得成功十分关键,指导委员会,高管人员的参与高层次的方向设定和决策提供整体方向和产品开发/推出的原则做出与产品开发相关的主要决策突出并解决主要问题和风险,联合团队领导,IT团队,项目办公室结构,主要职责,项目办公室整体结构,示例,参与两
44、周一次的指导委员会会议领导特定的风险减轻活动/任务与政府进行沟通媒体时间参与内部/外部的时事通讯其它,可能的参与方式,业务团队,New product serve an important strategic purpose to the bankPeople and technology are our greatest assetsCustomers will benefitOur goal is to improve our ability to serve and satisfy customer needs,Key Messages,Cross-functional Communic
45、ations Plan,Letter from CEOLetter from corporate officeFunction heads meetingTown Hall meetingLetter from CEOPilot team meetingLetter from CEOPilot team kick-off meetingLetter from CEOLetter from CEOLetter from CEOTown hall meeting,Type of Communication,Strategic visionProduct development underwayNe
46、w and exciting opportunities aheadProject updateKey planned initiatives and timingQ&A sessionUpdate on development progress and pilot planPilot team formationPilot launchRecap of the program progree Looking ahead 200 xSuccessful pilot outcomes and next milestonesFull implementation roll-out,Main Mes
47、sages,July 200 x July 28,200 xSeptember 200 xOctober 200 xNovember 200 xDecember 200 xJanuary 200 xFebruary 200 x,Key Dates,Case Example,新产品对于银行具有非常重要的战略意义人员和技术是我们最大的资产客户将会因此受益我们的目标是改进服务和满足客户需求的能力,主要信息,跨职能部门的沟通计划,CEO信件企业办公室信件职能部门主管会议大礼堂会议CEO信件试点团队会议CEO信件试点团队启动会CEO信件CEO信件CEO信件大礼堂会议,沟通类型,战略愿景产品开发正在进行中
48、新的令人振奋的机会就在前方项目更新规划中的主要行动和时间提问和回答环节开发进度和试点计划更新试点团队组成试点开始项目进度回顾展望下一年成功的试点成果和下一个里程碑全面的实施推广,主要信息,200 x年7月 200 x年7月28日200 x年9月200 x年10月200 x年12月200 x年12月200 x年1月200 x年2月,主要日期,示例,All staff assigned to the pilot program should attend an introductory training session on the philosophy,principles and practi
49、ce of microbanking,Pilot Program Staff Training Plan,General Introduction to the New ProductProduct FeaturesPilot and Launch PlanMarketing StrategyOrganization and OperationExpected BenefitsInternal Control CoursePilot Program IntroductionStaff Training ProgramBranch Managers and Area Managers Train
50、ingTraining for TrainersWorkshopsSales SkillRisk Management/Credit DisciplinePlanning,Monitoring,and EvaluationStrategies for Dealing with Repayment ProblemsInternal Audit for Credit ProgramsManaging and LeadershipFull roll-out trainingBranch senior managementSales TeamOperation TeamRisk Management
