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. CRM
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. ( DB )
. ARM ( , )
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1Samsung Life Insurance CRM Team
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82%, 3.6
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2Samsung Life Insurance CRM Team
CRM?
CRM
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,
CRM
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,
CRM
CRM
3Samsung Life Insurance CRM Team
(Customer)
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4Samsung Life Insurance CRM Team
(Understanding)
CRM DB
e - Frontier
DM/SMS/e-Mail
(Right Time)
(Right Channel)
/(Right Product)
/ Data
/ Needs , Missing data ,
Data
: () ()
Analytic
Research
5Samsung Life Insurance CRM Team
/ (Personalization)
CRM DB
Acquisition
Cross/Up-SellRetention
Best
Practice
Tracking&
Learning
Tracking&
Learning
/// , Best Practice CRM Closed Loop
6Samsung Life Insurance CRM Team
(Efficiency)
Single View
/ /
SFA()
..
7Samsung Life Insurance CRM Team
CRM
CRM
(LTV)
- /
- , ///
Scoring
- / ,
- - Single view
CRM/- ,
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Acquisition
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9Samsung Life Insurance CRM Team
(LTV)
-
- (NPV)
-
LTV = w1 + w2 + w3
10Samsung Life Insurance CRM Team
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
0 10 20 30 40 50 60 70 80 90 100
7 ,
20%, 94%
20%, 94%
10%, 74%
10%, 74% A
BB
CC
DD
EE
FF
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1%
4%
5%
10%
10%
30%
40%
11Samsung Life Insurance CRM Team
/
1% VIP
10%
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(12/1) , VIP
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FC
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13Samsung Life Insurance CRM Team
?
?
Win- Win
14Samsung Life Insurance CRM Team
. CRM
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16Samsung Life Insurance CRM Team
/ : 90 /
CM
FP
Bankasurance
LT
TC
Call Center
VOC
FC
AM
`94 `97 `98 `00 `02`99 `03.8
17Samsung Life Insurance CRM Team
:
FC / TC
LT
e-FRONTier
18Samsung Life Insurance CRM Team
Data /
Batch
SFA
eFRONTier
EDW
SFASFA
DB
eFRONTier
EDW
R/T
19Samsung Life Insurance CRM Team
Single View :
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HomePage
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21Samsung Life Insurance CRM Team
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ARMARM
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ARM( Agent Relationship Management )
22Samsung Life Insurance CRM Team
ARM
ARM
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1:
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23Samsung Life Insurance CRM Team
75%
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. CRM
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CRM/ CRM R&R
C R M
CRM
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