Tony Spelkens is a customer intelligence consultant at SAS Institute. He discusses steps companies can take to become more customer-centric, from basic customer data to predictive models that power personalized campaigns. Customer intelligence maturity progresses from segmentation and targeted newsletters to event-based marketing and offers optimized for individual customers. Case studies show how Zappos focuses on culture but also handles high customer contact volumes, and how Tesco in the UK increased coupon redemption five-fold using targeted vouchers for products customers bought or may buy. Taking a customer-centric approach requires using data intelligence to understand individuals rather than just culture.

1. Customer Intelligence

2. Tony Spelkens
Customer Intelligence Consultant, SAS institute
My favourite song: Hooverphonic

3. IF ONLY I HAD KNOWN … TOO BAD YOU DID
STEPS IN BECOMING A MORE CUSTOMER CENTRIC COMPANY
Tony Spelkens
Customer Intelligence Consultant, SAS institute
Copyright © 2012, SAS Institute Inc. All rights reserved.

4. Copyright © 2012, SAS Institute Inc. All rights reserved.

5. GET MORE INTIMATE WITH YOUR CUSTOMER
Copyright © 2012, SAS Institute Inc. All rights reserved.

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 Intimacy
Copyright © 2012, SAS Institute Inc. All rights reserved.

7. Copyright © 2012, SAS Institute Inc. All rights reserved.

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. RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?
Copyright © 2012, SAS Institute Inc. All rights reserved.

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. 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 Intelligence
Copyright © 2012, SAS Institute Inc. All rights reserved.

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 Intimacy
Copyright © 2012, SAS Institute Inc. All rights reserved.

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 UK
Copyright © 2012, SAS Institute Inc. All rights reserved.

14. CASES CUSTOMER
PERSONALIZED COUPONS: BELGIUM
INTELLIGENCE
Copyright © 2012, SAS Institute Inc. All rights reserved.

15. TAKE AWAYS
• Customer Intelligence:
• From Data to Personal
• It’s a competitive advantage
• Customer Centricity is
• NOT Cultural exclusive
• But based on Intelligence
Copyright © 2012, SAS Institute Inc. All rights reserved.

16. Thank you
From Led Zeppelin II
1969