陶幼慧副教授國立高雄大學資管系 ytao@nuk.tw

國立屏東商業技術學院資訊管理所Applications of USC and NRE in Database MarketingInternational Journal ofInformation Management,Vol. 23, No.4, August 2003 陶幼慧副教授國立高雄大學資管系 ytao@nuk.edu.tw 2003/6/27

簡報大綱 • 背景 • Usage Segment Code (USC) • Net Revenue Equation (NRE) • 應用一： Customer Migration Analysis • 應用二： Customer Retention System

背景：經歷 Computer Simulation Statistics AI/Cognitive Engineering The Ohio State University M.S. & Ph.D. 4 年系實驗室UNIX系統管理 + 博士論文電腦輔助模擬統分析系統開發 Bank One信用卡公司 Credit Card Fraud Detection DataBase Marketing

背景：行銷經理的資訊需求 資訊技術支援企業運作 User Information System (IS) Information Technology (IT) • 資訊需求研究 • IS應用研究 • Ad hoc. • 系統化-工具 • USC & NRE • IT 技術研究

Usage Segment Code (USC) • 持卡人消費型態之分群(Cluster) : • the last 12-month of total spending, • type of spending (e.g., purchase or cash advance), • percentage of type of spending (e.g., cash advance over the sum of purchase and cash advance), • number of monthspaying interests, • delinquent status and history, • other status code

Old Months on Book >=12 Usage Segment Code 25 SEVEREDELINQUENCY Ever 60, 5+time 30, or 11+times 5 26 PROBLEM PAYER Ever 30, 6+times 5 27 MILD DELINQUENCY 3+times Ever 5 No Interest Paid in the last 12 Months Interest Paid 1-7 Mos. out of the last 12 Interest Paid 8-11 Mos. out of the last 12 Interest Paid 12 Straight Months 28 NEVER ACTIVE No Balances in the last 12 Months 31 Low Revolver - Cash User Cash Balance is 20% or Greater percent of Total 34 Med. Revolver - Cash User Cash Balance is 20% or Greater percent of Total 37 High Revolver - Paying Down No new Purchase in the last 12 Months 29 High Balance Transactor Average 12 Month Balance>=$250 32 Low Revolver- High Balance Average 12 Month Balance>=$250 35 Med. Revolver- High Balance Average 12 Month Balance>=$1,000 38 High Revolver- Cash User Average 12 Month Balance>=$2,000 30 Transactor 33 Low Revolver 36 Med. Revolver 39 High Revolver - High Balance Average 12 Month Balance >= $2,000 40 High Revolver

Monthly Net Revenue Equation Fees Income Interchange Income Functional Cost Loss Reward Cost + NRE

Customer Profile by USC : January 1996

應用一：Customer Migration Analysis - Old Accounts from 1/95 to 1/96 • Nearly 30% of the high-balanced high revolvers (USC 39) turned into paying down high revolvers (USC 37) with the loss of nearly $22 per cardholder. • 62.5% of the inactive group (USC 28) in 1995 remained inactive in 1996. • Over 50% of transactors (USC 30) in 1995 remained transactors a year later.

應用二：Retention Management System

Retention Management SystemModel:Customer Value Index 資料來源 • USC • average 12-month NRE • Behavior score (internal risk-based score), • RPM (revolving propensity score from the credit bureau), and • ROA (return on asset ratio)

Retention Management SystemCVI 六等級 • highly valuable • valuable/low risk • valuable customer • mildly valuable • mildly valuable/high risk • not valuable

Matrix of CVI

Sample Feature-to-Feature Product Comparison

Sample Business Retention Strategy for CVI = 1

JustificationStrategic Planning for Information Systems, Third Edition, Ward and Peppard, 2002

Early Results：Statistics • 前三個月一半CVI於1-4之持卡人被說服留下 • 28% 屬於CVI = 1-3 • 50% 屬於CVI = 4 • 22% 屬於CVI = 5-6 • 約四分之一被說服留下之持卡人同意平均約$1,500之轉帳金額

Early Results： Informal observations • Retention system 讓客服人員的工作流程順暢 • 花較少的時間且不需匆促地搜尋系統不同畫面之資料 • 專注於留住持卡人的任務本身 • 客服人員也許不一定能在接到抱怨電話前兩分鐘內留住持卡人，但他們可以透過系統內建的策略從容地與顧客談判周旋

Early Results ： To the case company • 部分成功來自電話客服人員對公司滿意度的提昇 • 此項資訊科技的應用促成克服人員的留住客戶任務及改善其工作環境 -- 公司長久以來虧欠員工的

陶幼慧副教授國立高雄大學資管系 ytao@nuk.tw