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“From AE, AIG, DHL to PCCW… A walk down my Sales & Marketing management journey”

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“From AE, AIG, DHL to PCCW… A walk down my Sales & Marketing management journey” - Stanley Chiu

“From AE, AIG, DHL to PCCW… A walk down my Sales & Marketing management journey” - Stanley Chiu

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  • 1. “ From AE, AIG, DHL to PCCW… A walk down my Sales & Marketing management journey” HKAIM eMarketer Coffee Break, Mar 2, 09 HKAIM eMarketer Coffee Break March 2, 2009 By Stanley Chiu Disclaimer : The opinions of the author expressed herein do not necessarily state or reflect those of PCCW Limited and shall not be used for advertising or product endorsement purposes
  • 2. HKAIM eMarketer Coffee Break, Mar 2, 09 Telecommunications Advertising Quasi-Government Trade Promotion Financial Services Logistics Insurance Media Ogilvy & Mather Advertising HKTDC PCCW AIG MetLife Commercial Radio Now TV American Express DHL
  • 3. HKAIM eMarketer Coffee Break, Mar 2, 09 PCCW Senior Vice President, Advertising & Interactive Services American Express Director, East Asia, Strategic Relationship Group AIG Marketing Corporation Vice President & General Manager DHL Director of Sales Market Leading Premium Service Customer Focus
  • 4.
    • Core Values
    HKAIM eMarketer Coffee Break, Mar 2, 09 Customer Commitment We develop relationships that make a positive difference in our customers’ lives American Express Quality Integrity Teamwork Respect for People Good Citizenship A Will to Win Personal Accountability
  • 5.
    • 3 Most Important Constituencies to Every Business
    HKAIM eMarketer Coffee Break, Mar 2, 09
    • Customers
    • Shareholders
    • Employees
    • the model simply won’t work without any one of them
    • So make them all happy !
  • 6. HKAIM eMarketer Coffee Break, Mar 2, 09 Amex Card Members Merchants 3–Legged Stool Concept
  • 7. HKAIM eMarketer Coffee Break, Mar 2, 09
    • Acquisition
    • Retention
    • Loyalty
    • Key Accounts Management
    Constant Engagement & Dialogue
    • Acquisition
    • Retention
    • Loyalty
    • Spend Stimulation
    Card Marketing Cardmember Base Merchant Network Merchant Sales & Marketing
  • 8. HKAIM eMarketer Coffee Break, Mar 2, 09
    • AIA (life insurance products)
    • AIU (General Insurance products)
    • AIG Credit Cards
    • AIG Finance
    • AIG Marketing Corporation (alternative sales channel for AIA/AIU insurance products)
    AIG
  • 9.
    • Business Model
    HKAIM eMarketer Coffee Break, Mar 2, 09 AIG Customer Base (banks, credit card companies, mobile operators, etc) Corporate Sponsors AIA Agents Insured AIU Brokers Insured AIG Marketing Corp
  • 10.
    • Business Model
    HKAIM eMarketer Coffee Break, Mar 2, 09
    • Develop low-cost/easy-to-sell/high margin insurance products to sell (via MPG) to existing AIA customer base and corporate sponsors’ customer base
    • Develop alternate sales channels
    • Up-sell/cross-sell existing customers
    • Pre-empt competition
    • Lead generation for agency
    Benefits to AIG Benefits to Corporate Sponsors
    • Value added service to their customers (free short-term insurance plan)
    • New revenue source
  • 11.
    • 3-Legged Stool View
    HKAIM eMarketer Coffee Break, Mar 2, 09 AIA/AIU AIA Customer Base Corporate Sponsors Customer Base AIA via agents via OB tele-sales via Direct/ tele-marketing campaign via agents/ customer service Product development Product development AIG Marketing Corp
  • 12. HKAIM eMarketer Coffee Break, Mar 2, 09 “ You focus on your core business (sourcing, manufacturing, R&D, etc) and leave the related trade chain/supply chain process (in-do-out process) to your trusted partner” Value Proposition : DHL
  • 13. HKAIM eMarketer Coffee Break, Mar 2, 09 To make our customers successful
  • 14.
    • Best Practices
    HKAIM eMarketer Coffee Break, Mar 2, 09
    • KPIs – measure, improve, measure to achieve “Best Day, Every Day”
    • Customer focus – Global, National, Field Accounts, SME
    • Up-ranking :
      • Transactor  Vendor  Preferred Supplier  Strategic Partner
    • Employee focus – Employee World Cup in Germany
    • Service pledge – pick up within 3 rings
    • No VRU – “real” CS agents answer calls
    DHL Global National Field SME Global Customers Solutions National Accounts Manager Field Sales Teams Tele-Sales Teams    
  • 15. HKAIM eMarketer Coffee Break, Mar 2, 09 Vision : “ To Be the Best” Core Values :
    • Customer-focused
    • Innovative
    • Premium Quality
    • Agility
    • Reliable
    • Value Creation
    PCCW Mission :
    • Connect
    • Inform
    • Entertain
    • Serve
  • 16. HKAIM eMarketer Coffee Break, Mar 2, 09 Mobile Internet Fixed Line IPTV PCCW Quadruple-play Platform Integrated Advertising Solutions 
  • 17.
    • My Take Away
    HKAIM eMarketer Coffee Break, Mar 2, 09
    • 3 important constituencies – shareholders / customers / employees
    • 3 legged stool – help others to achieve their own goals / KPIs, while focusing on yours; achieve “tri-win” situation.
    • Know your customers, make your customers successful
    • Make your employees happy ; happy employees make happy customers
    • Always put yourself in customers’ shoes, “What’s in it for me ?”
    • Positive vs negative energy
    • Sales teams must understand profitability
    • Up-rank your customers
    • Think out-of-box
    • Work hard / play hard
  • 18.
    • - Thank you! -
    HKAIM eMarketer Coffee Break, Mar 2, 09