Customer Intelligence
Tony SpelkensCustomer Intelligence Consultant, SAS institute             My favourite song: Hooverphonic
IF   ONLY   I   HAD KNOWN   …   TOO BAD YOU DID                                                                STEPS IN BE...
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                                      ...
Copyright © 2012, SAS Institute Inc. All rights reserved.
FINDING THE                          CUSTOMER CENTRICITY RESEARCH BE + NL         OPTIMAL BALANCE                         ...
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”...
FOCUS ON CULTURE?              SURE, BUT …                      •      What if:                             •     a typica...
CUSTOMER                           INTELLIGENCE MATURITY CURVE Customer Intelligence                                      ...
CUSTOMER CASE 2:                    PERSONALIZED COUPONS: TESCO CUST. INTELLIGENCE                         Business Issue ...
CASES CUSTOMER                            PERSONALIZED COUPONS: BELGIUM               INTELLIGENCECopyright © 2012, SAS In...
TAKE AWAYS                •     Customer Intelligence:                      •      From Data to Personal                  ...
Thank youFrom Led Zeppelin II1969
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Customerintel sas stepsinbecomingmore_tony_s

  1. 1. Customer Intelligence
  2. 2. Tony SpelkensCustomer Intelligence Consultant, SAS institute My favourite song: Hooverphonic
  3. 3. 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.
  4. 4. Copyright © 2012, SAS Institute Inc. All rights reserved.
  5. 5. GET MORE INTIMATE WITH YOUR CUSTOMERCopyright © 2012, SAS Institute Inc. All rights reserved.
  6. 6. 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.
  7. 7. Copyright © 2012, SAS Institute Inc. All rights reserved.
  8. 8. 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.
  9. 9. RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?Copyright © 2012, SAS Institute Inc. All rights reserved.
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. CASES CUSTOMER PERSONALIZED COUPONS: BELGIUM INTELLIGENCECopyright © 2012, SAS Institute Inc. All rights reserved.
  15. 15. 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.
  16. 16. Thank youFrom Led Zeppelin II1969

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