How to provide value for banks through customer value Bi analysis

In recent years , The horizontal competition of domestic commercial banks has gradually entered a white hot stage , The competition of customer resources has gradually become the core focus of the competition of commercial banks . From product competition 、 From service competition to customer resource competition , The change of competitive relationship also directly affects the operation and management mode of commercial banks . Actively introduce the concept of customer value management , It will help commercial banks to further enhance their competitive advantage in the era of customer economy .

Customer value comes from two parts ：

One is the current value , It needs to be analyzed comprehensively in combination with the income and cost of the previous year , That is, customers have used bank products or services , The direct financial value of the actual contribution to the bank .

The other is potential value , It refers to all banking products or services that may be purchased from the current time point to the end of the customer relationship life cycle , For banks , Potential value is also important , Because the customer's life cycle is very long , The contribution of economic value brought by products and services , It can indirectly bring additional income to the bank . For example, a customer's loyalty is very high , He will introduce his colleagues 、 friend 、 Relative , So as to bring new customer resources and income to the bank .

Yonghong BI Bank customer value analysis

Commercial banks can combine current value and potential value , At the same time, according to the risk degree of customers 、 Loyalty 、 And the list of strategic customers designated by the bank , Comprehensive formation of customer value system model . Customer segmentation based on customer value , It helps to provide targeted products for different levels of customer groups 、 The realization of fine management mode of service and marketing mode .

Customer value analysis is mainly divided into the following steps ：

01

Group subdivision

use YonghongDesktop Depth analysis module , call AI Clustering mining algorithm from two dimensions of customer comprehensive value （ Current value 、 Potential value ）, Analyze customer characteristics and group segmentation . Give a weight to the current value and potential value respectively , Split and then decompose , The customer value can be calculated according to the scores and weights of different items . Based on years of experience in the banking industry , Sort out the following weight proportion , Of course , Different banks can also make appropriate adjustments according to their own conditions .

Yonghong BI Analysis of bank customer group attributes Demo

02

Identify high-value target customer subgroups

According to the weight 、 After calculating the customer value from the score , Customers can be grouped , Thus, we can get the characteristic description of the subgroup of high-value target customers .

such as ：

<XXX High value interest sub group >

overview :

The total number of :XX ten thousand

Annual average household value contribution :XX ten thousand

Potential value analysis :XXX

Among them, large customers :XX ten thousand ,X%

Midsize customers :XX ten thousand ,X%

Small customers :XX ten thousand ,X%

03

Actions of high-value customers

After grouping the customers , High value customers can take retention measures , Differentiated services , And marketing management .

for instance , For example, a customer deposits 300W At the bank , Then he belongs to high-value customers , But this 300W, It hasn't moved for months , Silence belongs to this customer and that customer . A high-value silent customer , What banks need to do is to activate this 300W, Let this customer buy more products or services , So as to increase the stickiness between this customer and the bank . Before activation , Financial manager through customer 360 Kanban to understand the basic information of customers , Age 、 Gender 、 occupation 、 Likes and so on , So as to judge the areas of interest of customers , Traditional wake-up methods can be used , For example, SMS 、 Mail marketing 、 Telemarketing ; You can also use the wake-up method of mobile Internet , For example, push activities 、 WeChat official account push and so on. , Recommend products to customers , Activate sleep client , Increase the turnover of banks .

Let's introduce Yonghong BI Case Kanban on customer value analysis .

One 、 Customer group analysis

This is the multidimensional analysis Kanban of customer group , Indicators can be set according to the actual business , And screen out qualified customer groups , Then analyze the characteristics of the customer base , By clicking on “ View customer group details ” Button , You can hyperlink to... Under the current filter conditions 《 List of customer groups 》.

Two 、 List of customer groups

Yonghong BI Details of bank customers Demo

Through this schedule , You can list the detailed data of customer groups , Including the basic attributes and social attributes of customers , By clicking on the user's name , Can hyperlink to the user's 《 Customer 360 A portrait 》.

3、 ... and 、 Customer 360 A portrait

Yonghong BI Bank customers 360 A portrait Demo

Customer 360 Degree view , In fact, it's also the customer's personal portrait cockpit , Key indicators can be displayed for current users , Banks provide differentiated services according to different customer conditions .

therefore , According to customer value analysis , Identify high-value customer groups , Then make different marketing strategies for different customers , Thus, in the competition of commercial banks , We get the priority of customer resource competition , Help banks get more customers and business income , Into the value of the bank .