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IMEN381 Management Information Systems. C ustomer R elationship M anagement. of. 20090491 Hyungsoon , Park 20090507 Geunha , Oh 20090969 Yongjin , Park. Contents. About HyundaiCard SWOT Analysis of HyundaiCard Problems of HyundaiCard in past Using IS; CRM

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Presentation Transcript
slide1

IMEN381 Management Information Systems

Customer

Relationship

Management

of

20090491 Hyungsoon, Park

20090507 Geunha, Oh

20090969 Yongjin, Park

slide2

Contents

  • About HyundaiCard
  • SWOT Analysis of HyundaiCard
  • Problems of HyundaiCard in past
  • Using IS; CRM
  • - What is CRM?
  • - CRM in HyundaiCard
  • - Effect
  • Using IS; TPS for CRM
  • - What is TPS?
  • - TPS in HyundaiCard
  • Value Chain
  • P5CFM
  • Application of Hammer’s reengineering
  • to HyundaiCard
slide3

About HyundaiCard

- Introduction & History

Introduction

History

Hyundai Card is the credit card subsidiary of the

Hyundai Automotive Group.

- major business: card issuing and operating.

Hyundai Card is pursuing a global company status

through partnerships with the world leading financial

company GE Consumer Finance, and continues to grow

rapidly through supports from our customers by

obtaining several awards.

Eg] - 1st in NCSI

(National Customer Satisfaction Index)

- The most recommendable card company

(Net Promoter Score)

In the past several years, Hyundai Card adopted innovative credit card design such as mini-card, transparent card. It also achieved outstanding success with differentiated marketing strategy using VVIP card.

After 5 years since its establishment, the company

achieved a 7-fold growth in market share.

- 1 -

slide4

About HyundaiCard

- Market Share & Net Profit

Market Share

Market Share

Market Share Trend

Net profit

Net Profit

- 2 -

slide5

SWOT Analysis of HyundaiCard

- SWOT Analysis

  • S.W.O.T. Analysis

- 3 -

slide6

Problems of HyundaiCard in past

- Credit Card Weak Crisis, Following Company, Many competitors

Customer Relationship Management

- 4 -

slide7

Using IS; CRM

- What is CRM?

Customer

Relationship

Management

  • CRM(Customer Relationship Management)?

- An integrated system and databases accomplishing a variety of customer-focused business processes that support the three phases of the relationship between a business and its customers.

Managingthe full range of the customer relationship involves two related objectives: one, to provide the organization and all of its customer-facing employees with a single, complete view of every customer at every touch point and across all channels; and, two, to provide the customer with a single, complete view of the company and its extended channels.

- 5 -

slide8

Using IS; CRM

- CRM in HyundaiCard

Target Segment

  • Crisis
  • Following
  • company

Management systems to CRM

in HyundaiCard

By target sement, HyundaiCard

segmented VVIP, also potential VVIP

customers

‘CLM(Customer Lifecycle Management) office’

- One of CRM team. 60 employees manage the customers

analyzing the 7million members’(2009) data like buying

habits, card use, life style.

then

They provide special design

and marketing to VVIP, keep

relationship with VVIP

‘P&C(Program & Communication) team’

- One of CRM team. They strategize the customer manage-

ment and communicate with customers by analyzed data.

* Role: communication with customers.

CRM

  • Many
  • competitors

By CRM, HyundaiCard

analyze What customers’

need

‘EEP(Early Management Program)’

- They recognize how customers use credit card, what they

need for 6 months after issuing credit card.

then

They provide great event

proper to customers

and develop fancy design

- 6 -

slide9

Using IS; CRM

- Effect

CRM

Effect

  • Customer can connect Hyundai Card by Contact center directly.
  • -> Recognize customer’s information
  • Hyundai Card innovated the system to react customer’s complain immediately

Effect

of CRM

  • marketing which targeted high-income group at the first time
  • Although the annual fee is 1million won, Hyundai successively collect 1500members in 3years by providing premium service

- 7 -

slide10

Using IS; TPS for CRM

- Introduction of TPSand TPS in HyundaiCard

TPS?

Transaction Processing System

TPS in HyundaiCard

- TPS is a type of information system.

TPSs collect, store, modify, and retrieve the

transactions of an organization.

Transaction is an event that generates or

modifies data that is eventually stored in an

information system.

-> It manages DATA

that must be left in a consistent state.

TPS

CRM

is the key of

At the time Hyundai Card planned to perform CRM,

TPS would not be providing all the DATA CRM needs

Then, HyundaiCard should innovate

IS

SIS

- 8-

slide11

Value Chain

- Value Chain focused on CRM

Technological development

Marketing & Sales

  • Because CRM integrates customer-related data from outside and inside of company and analyze it for maximize customer-centered information material, company can easily design marketing activities and service that they provide for value creation using CRM’s information material
  • Hyundai Card motivate customer’s appetite to use their services
  • Analyzing customer’s needs, Hyundai Car could get great marketing effect

Primary Activities

Support Activities

Services

  • Developing specific service that is fitted to specific customers to diversify Hyundai Card service for value creation in terms of service

- 9 -

slide12

P5CFM

- Poter’s 5 Competitive Forces Model

Threat of new entrants

Low

  • Because of a huge entry barrier in credit card industries, so threat of new entrants is low.

P5CFM

Suppliers

Strong

  • Since large numbers of suppliers, also technology isn’t important, so bargaining power of Hyundai Card to suppliers is strong.

Substitutive Products

Low

  • Credit card is a very convenient means of trade andthere are few products which can be replaced.

Such as Shinhan card, Samsung card, KB card

Buyers

Weak -> Strong

  • Because there are so many kinds of credit cards, so power of buyers was strong. However, by CRM, Hyundai Card get strong bargaining power.

- 10 -

slide13

Application of Hammer’s reengineering to Hyundai Card

- Reengineering to Hyundai Card; Career Market

Career Market

Employees who want to change department

Career Market

Reengineering

  • The radical redesign of an organization’s processes, especially its business processes
  • Improving the main standard things such as price, quality, service, speed.

Career

Career

Career

Career

By Career Market, employees registered their career, and they can change department

Head of

Department

- 11 -

slide14

Question?

M I S

- 12 -