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    Customerintel sas stepsinbecomingmore_tony_s Customerintel sas stepsinbecomingmore_tony_s Presentation Transcript

    • Customer Intelligence
    • Tony SpelkensCustomer Intelligence Consultant, SAS institute My favourite song: Hooverphonic
    • IF ONLY I HAD KNOWN … TOO BAD YOU DID STEPS IN BECOMING A MORE CUSTOMER CENTRIC COMPANY Tony Spelkens Customer Intelligence Consultant, SAS instituteCopyright © 2012, SAS Institute Inc. All rights reserved.
    • Copyright © 2012, SAS Institute Inc. All rights reserved.
    • GET MORE INTIMATE WITH YOUR CUSTOMERCopyright © 2012, SAS Institute Inc. All rights reserved.
    • CUSTOMER INTELLIGENCE MATURITY CURVE Customer Intelligence Predictive Models Personal campaigns based on Probabilities Event Triggers Event Based Campaigns Segmentation More targeted campaigns / newsletters Basic customer Renewal campaigns information Customer IntimacyCopyright © 2012, SAS Institute Inc. All rights reserved.
    • Copyright © 2012, SAS Institute Inc. All rights reserved.
    • FINDING THE CUSTOMER CENTRICITY RESEARCH BE + NL OPTIMAL BALANCE • Qualitative: • 1-to-1 Interviews • Quantitative: • 72 Web surveys • Profiles: • Marketing and/or Management • Company size: • 50+ employees One of the research questions • How to become more customer centric?Copyright © 2012, SAS Institute Inc. All rights reserved.
    • RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?Copyright © 2012, SAS Institute Inc. All rights reserved.
    • CUSTOMER CASE 1: ZAPPOS CULTURE “WE LET OUR CUSTOMERS DO THE MARKETING FOR US” (TONY HSEIH, CEO ZAPPOS)Copyright © 2012, SAS Institute Inc. All rights reserved.
    • FOCUS ON CULTURE? SURE, BUT … • What if: • a typical day consists of 6,000 phone calls 400 live chats 1.1M social interactions. you’ll need to know those persons! Even Culture is fueled by Customer IntelligenceCopyright © 2012, SAS Institute Inc. All rights reserved.
    • CUSTOMER INTELLIGENCE MATURITY CURVE Customer Intelligence Optimization Channels & Offers optimization Predictive Models Personal campaigns based on Probabilities Event Triggers Event Based Campaigns Segmentation More targeted campaigns / newsletters Basic customer Renewal campaigns information Customer IntimacyCopyright © 2012, SAS Institute Inc. All rights reserved.
    • CUSTOMER CASE 2: PERSONALIZED COUPONS: TESCO CUST. INTELLIGENCE Business Issue Increase redemption of coupons and customer loyalty to Tesco Results Targeted communication (statement design, text/content and coupons) Vouchers value is high (sent every 3 months) so customers feel rewarded Only 6 targeted coupons – 3 on products which the customer bought in the past and 3 on products he is likely to buy in the future but never bought before. Benefits Customer feels rewarded and appreciate relevance of mailing Redemption increased by a factor of 5 compared to market standard and customers are a lot more loyal making Tesco number 1 retailer in the UKCopyright © 2012, SAS Institute Inc. All rights reserved.
    • CASES CUSTOMER PERSONALIZED COUPONS: BELGIUM INTELLIGENCECopyright © 2012, SAS Institute Inc. All rights reserved.
    • TAKE AWAYS • Customer Intelligence: • From Data to Personal • It’s a competitive advantage • Customer Centricity is • NOT Cultural exclusive • But based on IntelligenceCopyright © 2012, SAS Institute Inc. All rights reserved.
    • Thank youFrom Led Zeppelin II1969