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                  ...
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If only I had known

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THE CUSTOMER IS YOUR MOST IMPORTANT ASSET. HAVING A FANTASTIC PRODUCT OR EXCELLENT PROCESSES WILL NOT RESULT IN MORE REVENUE WHEN THE CUSTOMERS DON’T SEE THE NEED FOR IT. THAT’S WHY YOU NEED TO UNDERSTAND YOUR CUSTOMER AND ALIGN YOUR BUSINESS TOWARDS THEM. COMPANIES THAT SUCCEED IN THIS ARE THE ONES THAT TRULY STAND OUT, BUT EVEN FOR THEM, THIS DIDN’T COME OVERNIGHT.
LET’S EXPLAIN THE DIFFERENT STEPS IN BECOMING MORE CUSTOMER CENTRIC.

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If only I had known

  1. 1. 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.
  2. 2. Copyright © 2012, SAS Institute Inc. All rights reserved.
  3. 3. GET MORE INTIMATE WITH YOUR CUSTOMERCopyright © 2012, SAS Institute Inc. All rights reserved.
  4. 4. 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.
  5. 5. Copyright © 2012, SAS Institute Inc. All rights reserved.
  6. 6. 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.
  7. 7. RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?Copyright © 2012, SAS Institute Inc. All rights reserved.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. CASES CUSTOMER PERSONALIZED COUPONS: BELGIUM INTELLIGENCECopyright © 2012, SAS Institute Inc. All rights reserved.
  13. 13. 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.

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