Download - If only I had known
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IF ONLY I HAD KNOWN … TOO BAD YOU DIDSTEPS IN BECOMING A MORE CUSTOMER CENTRIC COMPANY
Tony Spelkens Customer Intelligence Consultant, SAS institute
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
GET MORE INTIMATE WITH YOUR CUSTOMER
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Basic customer information
Customer Intimacy
Cus
tom
er In
telli
genc
e
Renewal campaigns
More targeted campaigns / newslettersSegmentation
Personal campaigns based on Probabilities
Event Triggers
Predictive Models
Event Based Campaigns
CUSTOMER INTELLIGENCE MATURITY CURVE
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
FINDING THE OPTIMAL BALANCE CUSTOMER CENTRICITY RESEARCH BE + NL
• 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?
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?
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CUSTOMER CASE 1:CULTURE ZAPPOS
“WE LET OUR CUSTOMERS DO THE MARKETING FOR US” (TONY HSEIH, CEO ZAPPOS)
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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
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Basic customer information
Customer Intimacy
Cus
tom
er In
telli
genc
e
Renewal campaigns
More targeted campaigns / newslettersSegmentation
Personal campaigns based on Probabilities
Event Triggers
Predictive Models
Event Based Campaigns
CUSTOMER INTELLIGENCE MATURITY CURVE
Channels & Offers optimizationOptimization
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
CUSTOMER CASE 2:CUST. INTELLIGENCE PERSONALIZED COUPONS: TESCO
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
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CASES CUSTOMER INTELLIGENCE PERSONALIZED COUPONS: BELGIUM
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TAKE AWAYS
• Customer Intelligence: • From Data to Personal• It’s a competitive advantage
• Customer Centricity is • NOT Cultural exclusive• But based on Intelligence
