“ 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

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

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

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

Core Values

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 !

3 Most Important Constituencies to Every Business

Customers

Shareholders

Employees

the model simply won’t work without any one of them

So make them all happy !

HKAIM eMarketer Coffee Break, Mar 2, 09 Amex Card Members Merchants 3–Legged Stool Concept

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

Acquisition

Retention

Loyalty

Key Accounts Management

Acquisition

Retention

Loyalty

Spend Stimulation

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

AIA (life insurance products)

AIU (General Insurance products)

AIG Credit Cards

AIG Finance

AIG Marketing Corporation (alternative sales channel for AIA/AIU insurance products)

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

Business Model

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

Business Model

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

Value added service to their customers (free short-term insurance plan)

New revenue source

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

3-Legged Stool View

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

HKAIM eMarketer Coffee Break, Mar 2, 09 To make our customers successful

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    

Best Practices

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

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

Customer-focused

Innovative

Premium Quality

Agility

Reliable

Value Creation

Connect

Inform

Entertain

Serve

HKAIM eMarketer Coffee Break, Mar 2, 09 Mobile Internet Fixed Line IPTV PCCW Quadruple-play Platform Integrated Advertising Solutions 

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

My Take Away

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

- Thank you! - HKAIM eMarketer Coffee Break, Mar 2, 09

- Thank you! -