Ahigh level presentation on customer centricity and leveraging data through CRM

1. Customer Centric Experiences & Insights (Making Love for Profit) Stephen Coulter, Managing Director $ © 2006 Emerging Thought

8. Over 3 Years Drove Rapid Adoption of Internet Banking Maintaining High Value Customer Profile Source: Commonwealth Bank Investor Relations Website June 2001 Analyst Presentation

9. Customer Management Model (Able to be run at any segment level) Customer Management Model Customer Value Driven Management Model Customer Acquisition Acquire customers your Bank wants to retain Build relationships that drive value for customers and the Bank Customer Share of Wallet Customer Retention Retain customers & build relationships Customer Value Target customers your Bank is best able to provide value to and derive value form

10. KPI’s to Manage Customer Segments Different Targets for Different Segments Customer Retention Customer Retention Customer Tenure Customer Balance Retention Customer Profit Customer Management Hierarchies Customer Profit/Revenue Margins & Fees Customer Share of Wallet Balances Per Customer Product Groups/Customers Product Penetration Rates Customer Acquisition # New Customers Replacement Rate Customer Value Driven Management Model