1. Knowledge Management for Actionable Sales and Marketing Strategies Haily Chow Senior Knowledge Management Manager 18 November 2004

2. Agenda Overview Analytical KM Operational KM Innovational KM Practical Tips

3. Overview Knowledge Management

4. Overview Tacit Knowledge TK Explicit Knowledge EK External Stakeholders Internal Stakeholders Bank TK EK TK EK TK

5. Overview Limbs Movement Stomach Digestion Brain Perception Innovational KM Analytical KM Operational KM

6. Analytical KM Knowledge Management

7. Analytical KM Customer Segmentation Product Mapping Propensity Score Customer Value Risk Assessment Knowledge Base (Bank’s ) EK Database (Customers’ ) Demographics Socio-economics Banking Relationship Transactions Risk Exposure TK

8. Analytical KM Typical example… For whom and what? Customer Intelligence … Who?What? How much? Where?When?

9. Analytical KM New thought … Timeliness Instant detection of sales opportunity “What I’m in mood to buy today, I may not even think about tomorrow.” Crossroad Group.

10. Analytical KM Just-in-time selling … Day 1 10:00 Mr Wong paid down-payment with credit card 09:30 Trigger sales signal for mortgage and home insurance Day 2 09:00 Detect credit card transaction in data warehouse 13:00Sales lead directed to telemarketing team 12:00Complete prospect customer screening (compliance)

11. Knowledge Management Operational KM

12. “Customer Relationship Management” Bank’s EK Customers’ Experience (Customers’ ) TK Knowledge in Action

13. Operational KM IT performance Functionalities System costs Relevance Adoption / Deployment Return on Investment Right questionWrong question

14. Knowledge Management Innovational KM

15. Staff Innovation Banks’ explicit knowledge 2004 Innovating with Customers Insights & Ideas Work Innovation for Service Excellence (WISE) No. of WISE proposals in 2003 = 1,185

16. Innovational KM Internal Customers Marketing Product Development Communications Sales Support Service Quality

17. Innovation ＋ Dedication ＝ Innovational KM Group Discussion HotlineInternet

18. Knowledge Management Practical Tips

19. Roadblocks “Can’t do it, we have no resources.”

20. Roadblocks “Don’t bother me with numbers. Just give me a list of names to meet my quota.”

21. Roadblocks “We have got tons of fire fighting everyday, there’s no luxury for innovation.”

22. Practical Tips H ear - Hear what others say, be open-minded E ncourage - Encourage “Yes, subject to…”, accept not “No, because …” A dvocacy - Advocate and communicate ideas with no jargon R eview (AAR) - Project is not complete until it is reviewed. T raining / Learning - Never rest on your laurels.

23. Practical Tips Innovational KM Operational KM Analytical KM Customer Experience Insights Analytics

24. Thank You !