introduction of kb data management - oecd · kb data management 8 Ⅱ. kb data security Ⅱ....
TRANSCRIPT
KB Data Management
0
(2010.12.1)
Introduction of Introduction of
KB Data Management KB Data Management
Joonhwa Choung
Team Leader-CRM Team
Marketing Supporting Group
KB Bank
KB Data Management
1
KB Data Flow ChartⅠ
KB CRM SystemⅢ
KB Data SecurityⅡ
KB Data Management
2
KB Bank
•• CEO : Min, Byong Deok
• Establishment : 2001.11.1 (Merged & Launched new KB)
• Total Asset : About USD 213 Billion
• Number of Branch : about 1,300
• Total Customers : about 26 million
• Total Employee : about 24,000
KB Data Management
3
‘09‘03 ‘06
6.2% Increase compared with ‘03
Average 1million Marketing Message per day
Customer
About 26 million customerof 48 million Korean population
Average 1 million
Marketing Message per Day
Campaign Success Rate approximately 7.3% of contact customer
Marketing Message
24.2million
25.7million
25.5million
160,000
600,000
20,000
200,000
KB Data Management
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CRM Operation Area
O-CRM
PB
BasicInfo
DetailInfo
Address Relation
Activity Schedule
NoteSales
Opportunity
Finance
Education
Etc.
SSP Personal Customer
BasicInfo
DetailOnfo
Address Relation
Finance
Note
Etc
Schedule
Contact
VIP Corporation
BasicInfo
DetailInfo
Address Relation
FinancialInfo
Contact
Note Schedule
Etc
Channel System
Front System
Fron
t Work
Un
it
Resister/UpdeteCust Info
ChangeAddress
Campaign Feedback Info(Real time)
Resister/Update
Cust Info
InquiryCust Info
Ask target customerfor KB Credit Card
Resister/Update Cust Info
Credit Card
InauiryCust Info
UpdateCust Info
InquiryCust Info
UpdateCust Info
Update/resister/Inquiry
Cust info
Resister/UpdeteCust Info
InquiryCust info
Resister/Update
Cust Info
Resister/UpdateCust Info
Load Cust Info(Monthly)
GISC/Loan ACSP/Loan New Brnach
Confirmation
ATM trouble
Collection
InquiryCust Info
InquiryCust Info
Overdue Cust
(Daily)
Overdue Cust Info (Daily)
S/Loan
Cust Transaction Info
DW
고객정보 로딩(일 배치)
Customer
Organization
Campaign
Product
Contract/Secure
Credit Card
Stocks & Bonds
M/Accountins
Finance
External Info
Contract Record
Product Record
Cust Record
Summary
Account
EDW
Basic Info
Corp Info
Saving
Point
Transaction
Loan
Partnership
Bond
Bill
Card
Member Info
KB Card DW
Analysis area
MemberCustomerApprove
PartnershipLoan,BondCampaignCall Center
Code
Customer
Contract
Product
Event
Campaign
Credit Card
CRM Mart
KB Card CRM Mart
Invest STS
BasicInfo
Address
ETC
BasicInfo
Address
Etc
BasicInfo
Address
Etc
BasictInfo
Address
Etc
BasicInfo
Address
Etc
Address
Etc
BasicInfo
Tendency
Etc
BasicInfo
DetailInfo
Address Relation
FinanceInfo
Note
Etc
Campaign
Consult
InquiryCust Info
InquiryCust Info
ResisterCust Info
UpdateCust Info
Resister/Update
Cust Info
Banc assurance
BasicInfo
DetailInfo
AddressRelation
VOC
Note
Etc
Consult
Contact
Saving
IncestingEtc
Foreign Currency
LoanCust
AddressAccount
CIFCust
AddressAccount
F/C CIF
Call Center
CustInfo
Address
Etc
CampaignNote
Consul Complain
E-Biz
CustInfo
ddress
Etc
Campaign
VOC
CustInfo
DetailInfo
Address Relation
Contact Service
Note Campaign
Etc
O-CRM DB
InquiryCust Info
Resister/Update Inquiry Batch Interface
AnalyzingAnalyzingUtilizingUtilizingSharingSharingCombiningCombiningGatheringGathering
Ⅰ. KB Data Flow Chart
BasicInfo
(Dec, 2009)
KB Data Management
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External statistic data from a publicSecondary data
Primary dataGeneral Customer data
Behavior data
Financial Service data
Analysis data
Demographic characteristics data
Lifestyle characteristics (AIO) data
Customer needs data
Customer awareness data
Customer attitude data
Customer intention data
Post-purchase data
Transaction data
Contact History data
Ⅰ. KB Data Flow Chart
KB Data Management
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Customer Info protection
Control access to customer
Info
Security awareness program
Ⅰ Ⅱ Ⅲ
q Internal control @ branch
q Limit # of people per branch
q Outflow prevention system
q Security training
q Monitoring System
Ⅱ. KB Data Security
KB Data Management
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Ⅱ. KB Data Security
General Manager
Internal Controller
Checks customer Info management status monthly
“Practical management of Customer Info”
“ General management of Customer info”
Customer Info manager’s data control
※ Reviewing customer data on screen only is recommended. To print out or generate file massively from system is prohibited. But if it’s done, either to delete or save the file/doc should be registered on info management system when customer info manager presents.
※ The person who draws data from system can not delete/save/or register on the screen by oneself. Other person’s presence is required.
※ Regulation compliance checklist
- Whether to control customer data’s outflow
- If customer financial transaction/credit data is
provided to others with consent and regulation
followed
※ Important Info control
- Decide if branch’s specific info is important
- If so, to provide the info to others can be done
under branch manager’s authority
Information Manager
“ Moral management of Customer info”Ⅰ. Customer info protection
KB Data Management
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Ⅱ. KB Data Security
Ⅱ. Outflow prevention system
• Printing or file download authority is given to four people per branch only.Grant Authority
Outflow prevention
Successfully Saved
Save Failed
Customer Info Secured area ( S: Drive )
Window Explorer ( C:, D: Drive )
• Customer info outflow prevention system is applied to the KB master data system. • Any file downloaded from system can be saved only at customer info secured area(S drive only)
,not at C/D drive
KB Data Management
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Ⅱ. KB Data Security
Ⅲ. Security awareness program/education
-Check use customer data for personal purpose-Check information leaked by employee
-Check use customer data for personal purpose-Check information leaked by employee
Checkpoint
-Check whether information type is true or not-Find a branch mistake to customer (opinion, memo)
-Check whether information type is true or not-Find a branch mistake to customer (opinion, memo)
-Train how to save & delete customer data for security-Simulate how to leak customer file on work
-Train how to save & delete customer data for security-Simulate how to leak customer file on work
Checkpoint
Regularly, twice a monthRegularly, twice a month
Whether to inquire for other purposeWhether to inquire for other purpose
Whether to check for customer info updateWhether to check for customer info update
Security
Training
Monitoring
KB Data Management
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Total # of Agree for marketing Percentage
KB Customer 25,730 12,412 48.2%
KB StarClub 4,311 2,977 69.0%
General customer 21,419 9,435 44.0%
(thousands, Dec, 2009)
Branch window : Fill up agreement form
Internet Banking : Agreement through NKI
YESWhen received
for marketing
YESWhen received
for marketing
DM/TM/SMS/E-Mail
Marketing activity
‘Regulation regarding customer credit info use and protect is revised (2009.10.2)
Using customer credit info without consent is prohibited, marketing activity such as DM/TM/SMS/E-mail introducing any product/service can be
done only when consent is received
Ⅱ. KB Data Security
Restrict personal credit info for marketing use
KB Data Management
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zAnalyzing
feedbackSFA
Campaign
Wise Plan
Segmentation
Life Cycle/Stage
ModelingC
ustom
er Co
ntact Rule
Act cam
paign &
To
uch Custo
mer
<Branch>
Sales, Transaction
<Call Center>
<DM/e-Mail/SMS>
ChannelOperation & Rule
Monitoring Campaign
Process
Age
Income유
실35만 (2%)
유 장년57만 (3%)
중산층327만 (15%)
보통실
360만
(16%)
보통중년
340만
(16%)
보통청년
640만
(29%)
잠재성장400만 (19%)
유
실35만 (2%)
유 장년57만 (3%)
중산층327만 (15%)
보통실
360만
(16%)
보통중년
340만
(16%)
보통청년
640만
(29%)
잠재성장400만 (19%)
Customer
Seg
Income
Analyzing
Campaign
result
Feedback
Analysis
Feedback
Plan Do See
Act pattern,
Wants&Needs
• Plan marketing & sales resource through various insights for customer
• Do marketing activity such as campaign, sales force automation and finance design
• See the feedback and analysis the results for marketing act by channel
Ⅲ. CRM System
KB Data Management
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CRM
System
Portal
MIS
SFA
Wise PlanG-CRM
Campaign
Ⅲ. CRM System
KB Data Management
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Basic Info
AnalyticInfo
TransactionInfo
ContactInfo
CampaignInfo
Ⅲ. CRM System
KB Data Management
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Ⅲ. CRM System
KB Data Management
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Target Customer
Ⅲ. CRM System
KB Data Management
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Ⅲ. CRM System
KB Data Management
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PlanningPlanning
Analysis & TargetingAnalysis & Targeting
Resister/ApproveResister/Approve
CustCust distributiondistribution
MonitoringMonitoring
Campaign processCampaign processAnalysis
Campaign
Inventory Campaign
Ⅲ. CRM System
KB Data Management
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Ⅲ. CRM System
KB Data Management
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BasicBasicInfoInfo
CustCustAnalysisAnalysis
RegionalRegionalMarketMarket
AnalysisAnalysis
GG--CRMCRM
Ⅲ. CRM System
KB Data Management
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김 국 민
Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
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Ⅲ. CRM System
KB Data Management
32www.kbstar.com
ContactsContacts
Presented to:Presented to:
OECD RoundtableOECD Roundtable
For Further Information, please contact:For Further Information, please contact:
JoonhwaJoonhwa ChoungChoung
Team LeaderTeam Leader--CRMCRM
[email protected]@kbstar.co.kr
HyunwooHyunwoo SuhSuh
Team LeaderTeam Leader--Mobile BankingMobile Banking
[email protected]@kbstar.co.kr