“ 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, Mar 2, 09 Telecommunications Advertising Quasi-Government Trade Promotion Financial Services...
HKAIM eMarketer Coffee Break, Mar 2, 09 PCCW Senior Vice President, Advertising & Interactive Services American Express Di...
<ul><li>Core Values </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 Customer Commitment We develop relationships that ma...
<ul><li>3 Most Important Constituencies to Every Business </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>Custom...
HKAIM eMarketer Coffee Break, Mar 2, 09 Amex Card Members Merchants 3–Legged Stool Concept
HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>Acquisition </li></ul><ul><li>Retention </li></ul><ul><li>Loyalty </li></u...
HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>AIA (life insurance products) </li></ul><ul><li>AIU (General Insurance pro...
<ul><li>Business Model </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 AIG Customer Base (banks, credit card companies, ...
<ul><li>Business Model </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>Develop low-cost/easy-to-sell/high margin...
<ul><li>3-Legged Stool View </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 AIA/AIU AIA Customer Base Corporate Sponsors...
HKAIM eMarketer Coffee Break, Mar 2, 09 “ You focus on your core business (sourcing, manufacturing, R&D, etc) and leave th...
HKAIM eMarketer Coffee Break, Mar 2, 09 To make our customers successful
<ul><li>Best Practices </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>KPIs – measure, improve, measure to achie...
HKAIM eMarketer Coffee Break, Mar 2, 09 Vision :  “ To Be the Best” Core Values : <ul><li>Customer-focused </li></ul><ul><...
HKAIM eMarketer Coffee Break, Mar 2, 09 Mobile Internet Fixed  Line IPTV PCCW Quadruple-play Platform Integrated Advertisi...
<ul><li>My Take Away </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>3 important constituencies – shareholders /...
<ul><li>- Thank you! - </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09
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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

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

  1. 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. 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. 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. 4. <ul><li>Core Values </li></ul>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. 5. <ul><li>3 Most Important Constituencies to Every Business </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>Customers </li></ul><ul><li>Shareholders </li></ul><ul><li>Employees </li></ul><ul><li>the model simply won’t work without any one of them </li></ul><ul><li>So make them all happy ! </li></ul>
  6. 6. HKAIM eMarketer Coffee Break, Mar 2, 09 Amex Card Members Merchants 3–Legged Stool Concept
  7. 7. HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>Acquisition </li></ul><ul><li>Retention </li></ul><ul><li>Loyalty </li></ul><ul><li>Key Accounts Management </li></ul>Constant Engagement & Dialogue <ul><li>Acquisition </li></ul><ul><li>Retention </li></ul><ul><li>Loyalty </li></ul><ul><li>Spend Stimulation </li></ul>Card Marketing Cardmember Base Merchant Network Merchant Sales & Marketing
  8. 8. HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>AIA (life insurance products) </li></ul><ul><li>AIU (General Insurance products) </li></ul><ul><li>AIG Credit Cards </li></ul><ul><li>AIG Finance </li></ul><ul><li>AIG Marketing Corporation (alternative sales channel for AIA/AIU insurance products) </li></ul>AIG
  9. 9. <ul><li>Business Model </li></ul>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. 10. <ul><li>Business Model </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>Develop low-cost/easy-to-sell/high margin insurance products to sell (via MPG) to existing AIA customer base and corporate sponsors’ customer base </li></ul><ul><li>Develop alternate sales channels </li></ul><ul><li>Up-sell/cross-sell existing customers </li></ul><ul><li>Pre-empt competition </li></ul><ul><li>Lead generation for agency </li></ul>Benefits to AIG Benefits to Corporate Sponsors <ul><li>Value added service to their customers (free short-term insurance plan) </li></ul><ul><li>New revenue source </li></ul>
  11. 11. <ul><li>3-Legged Stool View </li></ul>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. 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. 13. HKAIM eMarketer Coffee Break, Mar 2, 09 To make our customers successful
  14. 14. <ul><li>Best Practices </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>KPIs – measure, improve, measure to achieve “Best Day, Every Day” </li></ul><ul><li>Customer focus – Global, National, Field Accounts, SME </li></ul><ul><li>Up-ranking : </li></ul><ul><ul><li>Transactor  Vendor  Preferred Supplier  Strategic Partner </li></ul></ul><ul><li>Employee focus – Employee World Cup in Germany </li></ul><ul><li>Service pledge – pick up within 3 rings </li></ul><ul><li>No VRU – “real” CS agents answer calls </li></ul>DHL Global National Field SME Global Customers Solutions National Accounts Manager Field Sales Teams Tele-Sales Teams    
  15. 15. HKAIM eMarketer Coffee Break, Mar 2, 09 Vision : “ To Be the Best” Core Values : <ul><li>Customer-focused </li></ul><ul><li>Innovative </li></ul><ul><li>Premium Quality </li></ul><ul><li>Agility </li></ul><ul><li>Reliable </li></ul><ul><li>Value Creation </li></ul>PCCW Mission : <ul><li>Connect </li></ul><ul><li>Inform </li></ul><ul><li>Entertain </li></ul><ul><li>Serve </li></ul>
  16. 16. HKAIM eMarketer Coffee Break, Mar 2, 09 Mobile Internet Fixed Line IPTV PCCW Quadruple-play Platform Integrated Advertising Solutions 
  17. 17. <ul><li>My Take Away </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09 <ul><li>3 important constituencies – shareholders / customers / employees </li></ul><ul><li>3 legged stool – help others to achieve their own goals / KPIs, while focusing on yours; achieve “tri-win” situation. </li></ul><ul><li>Know your customers, make your customers successful </li></ul><ul><li>Make your employees happy ; happy employees make happy customers </li></ul><ul><li>Always put yourself in customers’ shoes, “What’s in it for me ?” </li></ul><ul><li>Positive vs negative energy </li></ul><ul><li>Sales teams must understand profitability </li></ul><ul><li>Up-rank your customers </li></ul><ul><li>Think out-of-box </li></ul><ul><li>Work hard / play hard </li></ul>
  18. 18. <ul><li>- Thank you! - </li></ul>HKAIM eMarketer Coffee Break, Mar 2, 09

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