SUBMITED BY:

SYEDA SUMBUL MISHAL

AYESHA ALI BALOCH
ALIZA SALEEM KHAN
BABS 6-A
Data Mining Strategy
Introduction

Data mining is described as a process that uses mathematical, statistical, artificial intelligence
and machine learning techniques to extract and identify useful information and subsequently gain
knowledge from databases. Information technology tools, advanced internet technologies and
explosion in customer data has improved the opportunities for marketing and has changed the
way relationships between organizations and their customers are managed.
How do SCB do the data mining?

Standard Chartered Bank do not do the cold callings, they do not generate leads from open
market but they have a team, their team is called executive business, its a execution team
through the cold calling, through internet and newspaper as well. He is a customer relationship
manager so sitting in office he generate leads by through references from their references they
generate further leads from higher profile customer and standard chartered focus more on higher
profile customer and they go to visit golf club and meet the people and they generate leads
through it from higher profile. Thats the way how they do the data mining. There is nothing like
that there is no software and nothing to generate leads. They do the engagements where they
generate leads. They have their own system but there are few analyzers and they check the past
relationships of the customer so they analyze the customers that what kind of relationships are
with them.

SCB people analyze who are special analyst and they give them response on typical clients who
are in their portfolio and who are not in their portfolio but they are dealing with their bank and
with their clients. For example one of the information technology company is working with
them. And they have multiple other suppliers and clients with whom they are doing the business
so their people take out there information from internetso thats how their data mining works
because they focus more on quality then quantity. That how many customers are maintain good
account with them and who are the customers who are having low balance with standard
chartered. This was all about client relationship mining.

What do executives business team do?

They basically go for direct calling, direct client waitings they do the window shopping at
shopping malls to grab the business to build a relationship with them , with the customer so

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whole idea is the engagement so to find out that is the customer the worth full or not thats all the
mindset is. So their team goes to client and push the idea in it and approach the clients by telling
them their USP, what services they offer they approach the clients by telling them USP.

CEMS (Customer Engagement Management system) is dealt with client analysts team and in
this system their client analytics team deliver a lot of leads in terms of existing products.

For example one customer was having relationships where he was having their 6 of products
such as saving account, current account plus dealing with forex as will but now he is only having
simple accounts so a team will recognize their needs and analyze the customers worth.

This system maintained by oracle which is the name of CRM team. In their category their CRM
team is CEMS. The client analytics will generate leads. They give them opportunity in da leads
so that can twist them into different funds, wealth management investment products other
insurance funds so that they can offer them these services and to generate maximum profit for
the products

Who they Target to offer the services of SCB?

SCB target existing customers, CEMS also do the profiling of the customers, and analyze the
customers. SCB generate the leads from the references, their clients, from their own circle. From
the high profile customers, from existing customer. Thats what is done by the CEMS, which is
CRM in terms of ORACLE.

Further they develop the leads according the relationship manager as SCB have multiple
relationship manager for different categories. So SCB get the leads from CEMS, SCB put all the
leads from that system and then SCB grab they leads from that system. SCB visit the leads and
then SCB grab the business from that what kind of business SCB can avail from it.

How do you classify the leads?

Its already classified and for the current account and saving account there are different leads are
uploaded and they are segments which they have made and they have different classifications
where they can upload the data.

What kind of method you use in this software for scan suppose standard deviation and other
methods?

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Actually they take all the details of the clients their personal profile, their balances, history, their
transactions and there details are updated on the profile.

They get the relationship through leads, if you click the relationship on the software so all the
details are available on the clients, if they want to upload the details again then just a comment
has to be put in the response4 and comment box. There are boxes where SCB can upload back
the details of the clients,

Customer Behavior Analysis

To analyze the customer rating SCB have to have an engagement sessions with the customers
through different ways, SCB talk the clients by different ways SCB can have chit chat sessions to
get the exact idea and analyze them.

How do you relate customer behavior analysis with the software you use?

What SCB do is, SCB relate the analysis with their observations, SCB try to check the past
activity and data of the clients, SCB try to check their past trend SCB try to check the basic
activity of the client.

For suppose if there is a silent customer then he must be having limited transactions with the
bank. There will be different transactions for different customers for suppose if the person is on
salary so he will be having different transactions of shopping, ATM withdraws, bill payments
credit card transactions customers etc. could be transactions on the regular basis, could be
transactions to vendors, cash based transactions etc.

Do SCB Focus Internal Relations Factors With The Customers Or External Factors As
Well?

While using this software SCB basically focus on internal opportunities which are with the
existing clients, rather than focusing on quantity SCB focus n quality. SCB want to onboard new
good quality and priority clients in terms of the business and profile so SCB can serve them best
and they can give us opportunity of good business.

Mostly opportunities are pertaining to internal clients. SCB provide them further services such as
offering them multiple services of the bank. SCB provide them so good services that they would
not be able to leave the bank for the little or bad service issues or anything.

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Customer Behavior Analysis SCB Survey Response Scale

There is a process of survey the clients about the internet banking, services etc.

If the scaling is average so SCB serve them better and try to improve their quality or service,
SCB try to give him next time a wow experience, SCB try to give him more welcoming
environment with little more enthusiasm. SCB analyze his needs more. SCB welcome them next
time with more enthusiasm and efficiency.

Survey happens every moth and bank take twenty five people from this survey. Randomly their
survey team picks up 25 client of the branch.

Out of 25 people catch promoter sort of people. As SCB have scaling from 1-5 so the promoter is
4 and 5 is the excellent and so 1 is the detractor so Detractor customer has t grievances against
the services against the employees or bank, could be against need.

SCB try to get always 5 which is highly promoter so SCB get highly promoter more 5 or
promoter that is 4 and sometimes SCB get 1 that is detractor.

What have realized that customers does not get the idea of the survey so thats why they
sometimes complain more and scale them 1, but its their responsibility to give them opportunity
to share their needs and stuff but sometimes detractor are not genuine there complains and
grievances are not genuine and sometimes there issues are not genuine and are nit banking issue
but it is personal as well. So their team provide them feedback and try their best to sort out their
problems. In data mining SCB focus on new potential clients who re good potential and in
surveys SCB focus on their responses on the services and the complaints to improve it.

Framework For Data Mining Process

It is systematic which is done by BIT team (Business Initiation Unit) and they analyze the need
of their existing clients that how they are dealing in their market and with which market theyre
dealing.

SCB have lots of clients which are doctors so SCB try to grab the business of hospital and
pharmaceutical business or manufacturing of biomedical devices and tools, so if SCB deal with
these kind of clients so their existing clients will get the business easily.

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Their business transactions will be easy because there transaction it will be SCB TO SCB so it
would be easy and transactions would be done instantly.

Thats how they are trying to generate the business which is related to existing clients and SCB
ask for their buyers and suppliers and if there buyers approach them to be their clients than their
goals gets fulfilled because that is what data mining is and SCB get their goal achieved so its a
ongoing process and chain based process basically.

In CEMS What Type Of Data You Enter, The Name, Amount And Etc.?

Its systematically generated by their department and it puts the detail of the existing clients,
SCB have system that SCB have relationship number so in that SCB have already all the details
available in the relationship number.

If SBC put the relationship number in CEMS, thats how all the details of the customer is visible
and is appeared.

SCB have multiple ways to grab information of clients get the details of the customers from
CINIC, from Debit Cards, from their Cheque Books, their Accounts Numbers, from
appointments as well. If SCB settled appointments with the external customer because I have to
create some appointments and if I have to settle some appointment and if I have settle it on a
particular time and for some reason if I am not available there in bank so my bank will transfer
that lead to some concerned person so the lead will be carrying all the details of that customer
such as address, personal information etc. to get connected with that person easily. So to follow

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that lead its necessary to record all the information if the related person is not available in the
bank.

CEMS is also use to analyses employees as well. By their meetings, appointments, their
opportunities their own references, SCB put all the details on the system.

SCB can also analyze or check their customers from different branches not commonly usable or
accessible, there are thousands of clients in their bank, and SCB try to find out their customer
with the relationships number, with the CINIC number and with account numbers.