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Prepared by: Mihaela Beschea

Customer Opportunity Management Offshore Support Of Channel Deployment of Leads. Prepared by: Mihaela Beschea. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers Champion: Sarah Morgan-Silvester Senior Line Representatives: Joey Sit. D. M. A.

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Prepared by: Mihaela Beschea

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  1. Customer Opportunity Management Offshore Support Of Channel Deployment of Leads Prepared by: Mihaela Beschea

  2. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers Champion:Sarah Morgan-Silvester Senior Line Representatives: Joey Sit D M A E C Macro View of Process Customer Opportunity Management • Problem Statement: • Too much time is being spent by sales managers to redistribute leads to the right account managers in branches. • Half of the open leads currently existing in clientCONNECT are expired, and approx. 91% of branches have exceeded the 10% ceiling of expired leads. • Due to the slow process and the increased number of expired leads, branches are not leveraging the Marketing Data Analytics Team’s capability to create quality leads. • Goal Statement: • Minimize the time spent on leads re-distribution • Leads to be sent to the right account managers

  3. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers Brainstorming D M A E C • Summary of results • A number of 112 issues were identified during the brainstorming session • The issues were grouped by each high level step • A number of 17 issues were identified as part of the “Deploy to Channel” process. A team of Line and Head Office representatives was gathered to conduct a brainstorming session in order to identify the issues. • Conclusions • The process is highly manual • Information is easily lost in the current distribution process • There is no current way to automatically connect the account manager code with the clientCONNECT ID • The number of expired leads increases on a monthly basis due to the cumbersome process

  4. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C What issues relate to the distribution of leads? DEFINEPHASE Is there a quick fix to any of these issues? How many of them could be fixed with a fast solution? What is the solution? Offshore to a Global Processing Centre.

  5. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C What required consideration? Suppliers Inputs Process Outputs Customers • PFS (Personal Financial Services • Marketing Database • Marketing Segmentation • Operations • Direct Banking • Customer information • Leads • Market information • Seasonal opportunities • Segmentation • Procedures • HUB System • clientCONNECT • Bank products • Automated Leads • Sold products • Reports • Sales • New customers • Customers • Sales staff • Product Managers • Segment Managers • Database Managers • Analytics Managers • Direct Banking • Finance • Shareholders DEFINEPHASE

  6. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C What are the key measures?

  7. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C Conclusions

  8. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C Steps for Improvement • Offshore leads deployment • Find solution to send the leads directly to account managers • Ensure data integrity Improvement Objectives • Reduce the time spent by MPFS staff to redistribute leads • Send the right leads to the right Account Managers How? ENGINEERING PHASE Improvement Roadmap

  9. Macro-level process Old Process New Process Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C • The new process was simplified to: • Remove the manual work done by Marketing to prepare the files for uploading and to upload the leads to clientCONNECT • Reduce the manual work done by the MPFS staff to redistribute the leads

  10. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C • To offshore the task of deploying leads, we ensured that the Global Processing Centre has access to all necessary technology by identifying the systems utilized in each step of the process. • Training materials were prepared and presented to the Global processors. ENGINEERING PHASE

  11. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C A risk of failure analysis was performed before the start of the pilot, to ensure minimal failure points. ENGINEERING PHASE

  12. Project Title: Customer Opportunity Management Leads Distribution Directly to Account Managers D M A E C ENGINEERING PHASE Estimated impact of improvement objectives (*) US/CAD conversion @  1.20

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