Customer Relationship Management using SAS Software. Julian Kulkarni, SAS Europe Joanna Crosse, SAS UK

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1 Relationship using SAS Software Julian Kulkarni, SAS Europe Joanna Crosse, SAS UK

2 Relationship The Growing Pains... Complete CRM Business Model The Cycle Applications

3 The growing pains of Mrs I. Deer, Manager, aged 34 3/4 Increased competition Decreased customer loyalty Mrs I. Deer Director Not meeting targets

4 The Growing Pains of Mr A. Countant, Finance Director, Aged Increased costs / risks Decreased resources Mr A. Countant Finance Director Decreasing Profits

5 The Growing Pains of Mr T. Ecke, IT Manager, aged Too much data??? Too many complex requests Mr T. Eckie IT Director Not delivering to end users

6 Adding value to Relationship The process of understanding and anticipating customer behaviour, in order to identify the most effective way to acquire new customers, exploit their lifetime value and retain existing ones.

7 SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL C U S T O M E R OPERATIONAL APPLICATIONS Call Centres Campaign Mailing Centres Loyalty Card Schemes In Store Activities Web Sites / Virtual Malls Personalised Offers / Services Surveys Market Research OPERATIONAL DATA SOURCES EPOS Web Sales Stocks Financial ATM Products Services Demographics Profiles Survey Results Transactions Responses Mailing Lists Newsfeeds Competition Other External Sources

8 SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS OPERATIONAL DATA SOURCES STRATEGIC TECHNOLOGIES TECHNIQUES Call Centres EPOS Data Warehouse Database Campaign Mailing Centres Loyalty Card Schemes Web Sales Stocks Financial ATM Products Data Mining Data Visualisation Targeted Profitability Householding Market Basket Analysis Category In Store Activities Web Sites / Virtual Malls Services Demographics Profiles Survey Results Transactions OLAP MDDB EIS Merchandise Market Segmentation Profiling Credit Scoring Personalised Offers / Services Surveys Market Research Responses Mailing Lists Newsfeeds Competition Other External Sources Query & Reporting Statistics Business Reporting Fraud Detection Claims Risk Behavioural Modelling Campaign Analysis

9 SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS OPERATIONAL DATA SOURCES STRATEGIC TECHNOLOGIES TECHNIQUES STRATEGIC GOALS C U S T O M E R Call Centres Campaign Mailing Centres Loyalty Card Schemes In Store Activities Web Sites / Virtual Malls EPOS Web Sales Stocks Financial ATM Products Services Demographics Profiles Survey Results Transactions Data Warehouse Data Mining Data Visualisation OLAP MDDB EIS Database Targeted Profitability Householding Market Basket Analysis Category Merchandise Market Segmentation Profiling Credit Scoring Acquisition Cross Up - C U S T O M E R Personalised Offers / Services Surveys Market Research Responses Mailing Lists Newsfeeds Competition Other External Sources Query & Reporting Statistics Business Reporting Fraud Detection Claims Risk Behavioural Modelling Campaign Analysis

10 Relationship The Cycle New s Acquisition Cross - Up - AIM: MANAGE AND OPTIMISE THIS PROCESS

11 Acquisition Cross - Acquisition Up - Database Targeted Market Segmentation Behavioural Modelling Claims Risk Profiling Campaign Analysis Credit Scoring Profitability Acquiring and selling to target customers. How can I best use my sales and marketing resources to meet my objectives? Which customers should I target? What products and services should I offer them? What pricing policy should I adopt? How should I communicate with them? How can I increase the response rate? Which customers are good payers? Which customers will be the most profitable? How can I measure my success?

12 Acquisition Cross - Cross / Up Up - Database Targeted Market Segmentation Market Basket Analysis Category Profiling Campaign Analysis Merchandise Behavioural Modelling Profitability Maximising the lifetime value of customers. Which customers are the most profitable? How do I identify and exploit their lifetime value? Which customers should I target? What products and services should I offer them? How should I communicate with them? How can I increase the response rate? How can I measure my success?

13 Acquisition Cross - Up - Database Targeted Market Segmentation Behavioural Modelling Claims Risk Profiling Campaign Analysis Credit Scoring Profitability Keeping customers by understanding the reasons why they are likely to leave and how to stop them. Which customers are likely to leave? What reasons are they likely to leave for? What would make them stay? Is it worth it? What products & services should we offer them? How should we communicate with them? How can we increase the response rate? How can we measure our success?

14 Acquisition Cross - Up - Behavioural Modelling Targeted Market Segmentation Claims Risk Database Profiling Campaign Analysis Credit Scoring Profitability Re-acquiring customers who have left by understanding why they left and what will make them come back. Why did they leave? Do we want them back? Is it worth getting them back? What would make them come back? How should we communicate with them? How can we increase the response rate? How can we measure our success?

15 Relationship The Cycle New s Acquisition Cross - Up - AIM: MANAGE AND OPTIMISE THIS PROCESS

16 Relationship The Cycle New s Acquisition This is where Cross - the money Up - is!

17 Relationship Applications - Best of Breed Approach 1 Database Campaign Analysis Profiling Targeted Profitability Market Segmentation Market Basket Analysis Merchandise Behavioural Modelling Fraud Detection Claims Risk Category Householding Credit Scoring

18 Relationship Applications - Best of Breed Approach - 2 Database Campaign Analysis Profiling Targeted Profitability Market Segmentation Merchandise Behavioural Modelling Fraud Detection?!?!?!?!!?!?!?! Claims Risk Market Basket Analysis Category Householding Credit Scoring

19 Relationship Applications - SAS Institute Integrated Approach Profiling Campaign Analysis Database Acquisition Targeted Profitability Market Segmentation Cross - Market Basket Analysis Merchandise Behavioural Modelling Up - Category Householding Fraud Detection Claims Risk Credit Scoring

20 Relationship The Cycle New s Acquisition Cross - SAS Software Up -

21 SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL OPERATIONAL APPLICATIONS OPERATIONAL DATA SOURCES SAS TECHNOLOGIES SAS APPLICATIONS STRATEGIC GOALS C U S T O M E R Call Centres Campaign Mailing Centres Loyalty Card Schemes In Store Activities Web Sites / Virtual Malls EPOS Web Sales Stocks Financial ATM Products Services Demographics Profiles Survey Results Transactions SAS Data Warehouse SAS Enterprise Miner SAS OLAP SAS MDDB SAS EIS SAS Query & Reporting Database Targeted Profitability Householding Market Basket Analysis Category Merchandise Market Segmentation Profiling Credit Scoring Acquisition Cross Up - C U S T O M E R Personalised Offers / Services Surveys Market Research Responses Mailing Lists Newsfeeds Competition Other External Sources SAS Statistics, Visualisation SAS Enterprise Reporter Fraud Detection Claims Risk Behavioural Modelling Campaign Analysis

22 Relationship Thank you for your attention For more information, please visit the Data Mining / Relationship Booth at SEUGI

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