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![Page 1: Knowledge Management for Actionable Sales and Marketing Strategies Haily Chow Senior Knowledge Management Manager 18 November 2004.](https://reader035.fdocuments.in/reader035/viewer/2022081603/56649e315503460f94b21fb7/html5/thumbnails/1.jpg)
Knowledge Management Knowledge Management
for Actionable Sales and for Actionable Sales and
Marketing StrategiesMarketing Strategies
Haily ChowHaily ChowSenior Knowledge Management ManagerSenior Knowledge Management Manager
18 November 200418 November 2004
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AgendaAgenda
• Overview
• Analytical KM
• Operational KM
• Innovational KM
• Practical Tips
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Overview
Knowledge ManagementKnowledge Management
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OverviewOverview
Tacit Knowledge
TK
Explicit Knowledge
EK
External Stakeholders
Internal Stakeholders
Bank
TK
EK
TK
EK
EK
TK
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OverviewOverview
LimbsMovement
StomachDigestion
BrainPerceptionInnovational
KM
Analytical KM
Operational KM
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Analytical KM
Knowledge ManagementKnowledge Management
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Analytical KMAnalytical 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
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Analytical KMAnalytical KM
Typical example…
For whom and what?For whom and what?
Customer Intelligence …
Who? Who?
What? What?
How much? How much?
WhereWhere? ?
When? When?
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Analytical KMAnalytical KM
New thought …
Timeliness
Instant detection of sales Instant detection of sales
opportunityopportunity
“What I’m in mood to buy today, I may
not even think about tomorrow.”
Crossroad Group.
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Analytical KMAnalytical KM
Just-in-time selling …
Day 1Day 1
10:00 10:00 Mr Wong paid down-payment with credit cardMr Wong paid down-payment with credit card
09:30 09:30 Trigger sales signal for mortgage and home insuranceTrigger sales signal for mortgage and home insurance
Day 2Day 2
09:00 09:00 Detect credit card transaction in data warehouseDetect credit card transaction in data warehouse
13:0013:00 Sales lead directed to telemarketing team Sales lead directed to telemarketing team
12:0012:00 Complete prospect customer screening (compliance)Complete prospect customer screening (compliance)
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Knowledge ManagementKnowledge Management
Operational KM
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Operational KMOperational KM
“Customer Relati
onship Managem
ent”
Bank’sEK
Customers’ Experience(Customers’ )TK
Knowledge
in Action
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Operational KMOperational KM
IT performance
Functionalities
System costs
Relevance
Adoption / Deployment
Return on Investment
Right questionWrong question
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Knowledge ManagementKnowledge Management
Innovational KM
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Innovational KMInnovational KM
Staff Innovation
Banks’ explicit knowledge
2004 2004 Innovating with Innovating with
CustomersCustomers
Insights & Ideas
Work Innovation for Service Excellence (WISE)
No. of WISE proposals in 2003 = 1,185
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Innovational KMInnovational KM
Internal Customers
Marketing
ProductDevelopment
Communications
Sales Support
ServiceQuality
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Innovation Innovation + + Dedication Dedication ==
Innovational KMInnovational KM
Group Discussion Hotline Internet
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Knowledge ManagementKnowledge Management
Practical Tips
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RoadblocksRoadblocks
“Can’t do it, we have no resources.”
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RoadblocksRoadblocks
“Don’t bother me with numbers.
Just give me a list of names to meet my quota.”
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RoadblocksRoadblocks
“We have got tons of fire fighting everyday,
there’s no luxury for innovation.”
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Practical TipsPractical 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.
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Practical TipsPractical Tips
Innovational KM
Operational KM Analytical KM
Customer Experienc
e
Insights
Analytics
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Thank You !Thank You !