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Булад Субанов ОТП Банк

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What comes first:
Customers loyalty or success of the company
?
Bulad
Subanov
Deputy CEO
©
BSubanov
OTP Bank Russia
1
What does loyalty really mean for a business
?
©
BSubanov
OTP Bank Russia
Share of
wallet:
Of all
the
money
I
spend
on
such
service
or
products
, what
percentage
do
I
give
to
your
company
? (
Behavior
)
Share
of
mind
:
Of
all
the
time
I
spend
thinking
about
your
category
,
what
%
do
I
think
of
your
company
?
("
Considered
Set
")
Share of
mouth:
How much do
I
"
talk
you
up
" to
others
? (
Referrals
& Credibility
-
building
)
1.
2
.
3
.
Share of wallet, mind, and mouth.
-
Richard D. Hanks
2
For every business loyalty becomes very important at once Aggressive acquisition stage
Active retention stage
Focus on potential customers
Customers base growth
Active sales channels development
First products offer (promos, killer
-
products) Most income is received from sales to new customers
1 acquisition = 1 product
Focus on existing
customers
Customers base retention
Active X
-
sell development
Next best products offer
Most income is received from sales to existing customers
Increase customers product penetration
At the stage sales channels like a «
vacuum cleaner
» acquire new customers and increase customers base 1.
2
.
3
.
4
.
1.
2
.
3
.
4
.
At the stage customers loyalty, satisfaction and retention issues became more important. Repeated sales are more selective and targeted.
©
BSubanov
OTP Bank Russia
3
Classical Network of OTP Bank provides full range of financial services for retail and SME
customers
Kaliningrad
Chita
Irkutsk
Krasnoyarsk
Barnaul
Tomsk
Omsk
Novokuznetsk
Novosibirsk
Samara
Kurgan
Tyumen
Perm
N.Novgorod
S. Petersburg
Yaroslavl
Moscow
Lipetsk
Rostov
-
on
-
Don
Krasnodar
Novorossiysk
Sochi
Tver
Yekaterinburg
Chelyabinsk
Ulan
-
Ude
Far East
Siberia
Ural
North
-
West
South
North
-
Caucasus
Volga
Center
Blagoveshchensk
Birobidjan
Khabarovsk
Vladivostok
Ussurysk
Arsenyev
Nakhodka
Magadan
1
6
6
Offices 7 Federal Districts
60 Cities
POS Network
:
-
28 000 POS
-
lending points
-
106 CCO
As of 01.01.2012
©
BSubanov
OTP Bank Russia
4
Greenbook
concept provides sales efficiency practice in Network Product Tools
Sales support Concept
Campaign Management
Sales
Processes
Sales Manual
Participants & Responsible
Greenbook
1
.
4
.
6
.
3
.
2
.
5
.
©
BSubanov
OTP Bank Russia
Support instruments / informational materials on product offers
Description / procedures on sales organization in different customers segments
Support instruments / informational materials on sales Methodology for sales channels and sales management Centralized management for clients campaigns Sales improvement and control actions (e.g. mystery shopping, conference calls, education, etc.)
5
X
-
sell approach
:
from product driven to customers driven POS
-
clients
POS
-
clients
POS
-
clients
POS
-
clients
Call
-
centre
Credit card
Customer
value and
relationship Specific x
-
sell product
Product driven approach:
Customer driven approach:
©
BSubanov
OTP Bank Russia
6
Universal front office model aimed at customers service enhancement Clients units
Cash
desk
One
-
window approach
All employees are universal and can replace each other
Productivity management Front office processes effectiveness improvement
Customer service quality enhancement
1.
2
.
3
.
Key goals of Universality project
RETAIL & SME CUSTOMERS
Reduce customers time in the branch
Customer flow is managed more effectively
©
BSubanov
OTP Bank Russia
7
Contact Center as a main customers communication point Communication tools
Contact Centre
Branches DO / OO
DSA
/
BAW
POS (С
CO /
RC)
Internet
ATM / Kiosks
1
2
3
4
5
6
Collection
7
Claim processing
8
1
st
level touch
points
2
nd
level touch point
Customers
Products
purchase
Service questions Complaints
Matrix of customers communications
Phone
E
-
mail
ICQ
IVR
Post mail
Feedback form (web)
Social networks
Blogs & forums
Personal visit
There
are
at
least
8
main
touch
points
where
OTP
Customers
are
able
to
apply
to
the
Bank
.
Contact Center is a unique touch point
:
Contact
Center
uses
most
part
of
available
communication
tools
Most
of
the
customers
have
a
phone
number
as
a
universal
instrument
of
two
way
-
communication
between
customers
and
the
Bank
Technical
ability
to
gather
statistic
data
from
all
other
touch
points
SMS
©
BSubanov
OTP Bank Russia
8
Приложение: краткая биография Булада
Субанова
/
Appendix
: short biography of Bulad
Subanov
Булад Субанов
, Заместитель председателя Правления ОТП Банка
Булад
Субанов
родился
в
1972
году
в
городе
Краснокаменске
Читинской
области,
имеет
два
высших
образования
:
в
1994
г
.
закончил
математический
факультет
Кемеровского
государственного
университета
по
специальности
«актуарная
математика»,
в
2002
г
.
–
экономический
факультет
КемГУ
по
специальности
«экономист
-
менеджер»
.
Также
Булад
Субанов
был
участником
Президентской
программы
подготовки
управленческих
кадров,
в
рамках
которой
проходил
стажировку
по
направлению
«стратегический
маркетинг»
в
Университете
Волверхемптон
(Великобритания)
.
Профессиональная
деятельность
Булада
Субанова
на
протяжении
многих
лет
связана
с
телекоммуникационным
и
финансовым
рынками
.
В
период
1994
-
2001
гг
.
занимал
пост
генерального
директора
регионального
оператора
кабельного
ТВ
в
Кузбасcе
«ОР
-
ТВ»
.
В
течение
2001
-
2007
гг
.
работал
в
ОАО
«
Вымпелком
-
Коммуникации
»
в
должностях
директора
Кемеровского
филиала,
а
затем
регионального
директора
по
Дальнему
Востоку,
где
курировал
вопросы
интеграции
приобретенных
компаний
и
повышения
эффективности
бизнеса
компании
в
регионе
.
В
2008
-
2009
гг
.
Булад
Субанов
работал
в
ООО
«
Дженерали
ППФ
Страхование
жизни»
на
позиции
директора
по
продажам
и
маркетингу,
осуществляя
руководство
каналами
продаж
продуктов
страхования
жизни
и
страхования
от
несчастных
случаев,
а
также
проектом
ребрендинга
и
вывода
на
российский
рынок
международного
бренда
Generali
Group
.
Кроме
того,
входил
в
состав
Правления
компании
.
С
января
2010
г
.
работает
в
ОАО
«
ОТП
Банк»
руководителем
Дивизиона
Сеть
.
С
2011
г
.
заместитель
Председателя
Правления,
член
Правления,
в
зоне
ответственности
стратегическое
управление
и
развитите
классической
сети
банка
в
Москве
и
России
и
организацию
продаж
классических
и
инновационных
банковских
продуктов
в
розничном
и
корпоративном
сегментах
.
Хобби
:
коллекционирование
наручных
часов
советского
времени
.
Любимый
афоризм
:
«Успех
–
это
не
цель,
успех
–
это
путь»
Bulad Subanov
, Deputy CEO OTP Bank Bulad
Subanov
was
born
in
1972
in
the
city
of
Krasnokamensk
,
Chita
region
.
He
has
two
diplomas
of
higher
education
:
in
1994
he
graduated
from
mathematic
faculty
of
Kemerovo
State
University
with
specialization
«
auctorial
mathematics
»
,
in
2002
–
economy
faculty
of
the
same
university
with
specialization
«
economist
-
manager
»
.
Additionally,
Bulad
Subanov
was
a
member
of
the
Presidential
Management
Training
Program,
under
which
he
had
an
intern
in
«
strategic
marketing
»
at
the
University
of
Wolverhampton
(UK)
.
Bulad
Subanov
has
wide
professional
experience
connected
with
telecommunications
and
financial
markets
.
During
the
period
of
1994
-
2001
he
held
the
position
of
CEO
at
«
OR
-
TV
»
(regional
cable
TV
operator
in
Kuzbass
)
.
During
2001
-
2007
he
worked
for
OJSC
«
VimpelCom
-
Communications
»
in
the
position
of
Director
of
Kemerovo
branch,
and
then
Regional
Director
of
the
Far
East,
where
he
managed
the
integration
of
acquired
companies
and
improvement
company's
business
efficiency
in
the
region
.
In
2008
-
2009
Bulad
Subanov
worked
for
«
Generali
PPF
Life
Insurance
»
company
in
the
position
of
Sales
and
Marketing
Director
,
where
he
was
in
charge
of
sales
channels
development
for
life
and
accidental
insurance,
as
well
as
re
-
branding
and
launch
international
brand
of
Generali
Group
on
the
Russian
market
.
Also
he
was
a
Board
Member
of
the
company
.
In
January
2010
Bulad
Subanov
joined
OJSC
«
OTP
Bank
»
as
Executive
Director
of
Network
Division
.
Since
2011
he
appointed
to
the
position
of
Deputy
CEO,
Board
Member
.
Bulad
Subanov
is
responsible
for
strategic
management
and
development
of
the
branch
network
all
over
Russia
and
organization
sales
of
classical
and
innovative
banking
products
in
retail
and
corporate
segments
.
Hobbies
:
collecting
watches
of
the
Soviet
period
.
Favorite
aphorism
:
«
Success
-
it's
not
a
goal,
success
-
is
the
way
»
©
BSubanov
OTP Bank Russia
What comes first:
Customers loyalty or success of the company
?
Priorities change on the different stages of company evolution Bulad
Subanov
Deputy CEO
©
BSubanov
OTP Bank Russia
Автор
Editor
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