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1、The SAS Solutions for CRM,Topics,CRM Market Customer Intelligence & the CRM Business Process CRM Architecture CRM Applications The SAS Solutions for CRM,2,What is CRM?,A shift in emphasis from: Mass to individual Product to customer Acquisition to retention Function to experience Shareholders to cus
2、tomers,A Strategic Initiative that enables a company to become customer centric. Key components include people, process and technology.,3,I dont have long term profitable relationships with my customers I am unable to identify my most valuable or highest potential customers I am not effectively crea
3、ting value and cross selling opportunities for these customers I have low customer retention and loyalty,CRM Business Problems,4,How Can SAS Help You?,Built on 25 years in customer analysis, the SAS Solutions for Customer Relationship Management provides the customer intelligence you need to maximiz
4、e the profitability of your customer relationships.,The SAS Solutions for CRM will help your company: 360 degree customer view Segment & Target your most Valuable Customers Analyze and Profile Continuously Learn,5,CRM Business Flow:The Role of Customer Intelligence,6,The Role of Customer Intelligenc
5、e:Strategic Focus,7,The Role of Customer Intelligence: Strategic Focus,Focus resources Focus investment Focus on right customer groups services products channels aspects of quality Customer base is an Asset Communicate objectives to the business,8,The Role of Customer Intelligence: Strategic Focus,H
6、ow is a customer defined? Who owns the customer? What are my key customer groups ? How much should I invest in different customer groups? What realistic targets should I set to ensure profitability? How much should I invest in my channels? - the internet? Best practice - who is recruiting the best c
7、ustomers?,What is the value of the customer asset?,How many of my top customers could I lose before taking a loss?,Would I know if a competitor was stealing my best customers ? Could I react appropriately?,Sample Questions,9,The Role of Customer Intelligence:Targeting & Positioning,10,The Role of Cu
8、stomer Intelligence: Targeting & Positioning,Customer profitability analysis Churn/retention analysis Customer behavior analysis Segmentation and targeting Customer profiling,Techniques,11,The Role of Customer Intelligence: Targeting & Positioning,How should my segments be defined? When should I sel
9、l? Which customers are likely to leave? Which customers are more likely to respond ? Which communication channel should I use? Whats the expected response rate? Which product combinations and product features do customers want?,Sample Questions,Which customers are good candidates for cross or up sel
10、ling?,What is the customer potential / life time value ?,Can I customize offerings based on needs, preferences and profitability?,12,The Role of Customer Intelligence:Operational Effectiveness,13,The Role of Customer Intelligence:Operational Effectiveness,Resource forecasting Demand forecasting Skil
11、ls profiling Service level setting Resource optimization Deployment of decision support information to the front office Deployment of information to the customer,Techniques,14,The Role of Customer Intelligence:Operational Effectiveness,What skills should be available? Am I achieving service levels?
12、How should I divide resources across customer groups? How should I divide resources across channels? What capacity should I purchase? Which service and channels are being used and by whom?,Can I effectively allocate resources based on customer value?,What resources should I allocate throughout the d
13、ay (and night)?,Best practice - who is delivering the best service?,Sample Questions,15,The Role of Customer IntelligenceLearning Focus,16,The Role of Customer Intelligence: Measurement,Life-time value Share of customer Retention / Attrition rates Length of relationship Cross-selling ratio Customer
14、profitability Customer value index Customer response rate,Sample Metrics,17,The Role of Customer Intelligence:Measurement,How satisfied are our customers with our product/service? How many customers do I have? Is the lifetime value (future potential) of my customer base going up or down? - by how mu
15、ch? Which sales/marketing channels are most effective? What was the response rate - How did it compare to target? How many times are my customers being contacted? Which customers are moving between segments? How many times has this customer contacted us?,How many new customers do I have?,What is the
16、 rate of customer defection?,What was the conversion rate - How did it compare to target?,Sample Questions,18,Customer Intelligence & The CRM Business Process,Strategic Focus,Targeting and positioning,Measurement,Operational Effectiveness,Place the customer at the centre of the decision making process,Right people, right channel, right time, right offer to build long term mutually beneficial relationships,Aligning investment and resources to market opportunities and requirements,Monitoring succe
