C ustomer R elationship M anagement

IMEN381 Management Information Systems Customer Relationship Management 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 • - 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

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 -

About HyundaiCard - Market Share & Net Profit Market Share Market Share Market Share Trend Net profit Net Profit - 2 -

SWOT Analysis of HyundaiCard - SWOT Analysis • S.W.O.T. Analysis - 3 -

Problems of HyundaiCard in past - Credit Card Weak Crisis, Following Company, Many competitors Customer Relationship Management - 4 -

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 -

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 management 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 -

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 -

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-

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 -

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 -

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 -

Question? M I S - 12 -

C ustomer R elationship M anagement