Download Customer relationship management using SAS software

Customer Relationship
Management using SAS Software
Julian Kulkarni, SAS Europe
Joanna Crosse, SAS UK
Customer Relationship
Management
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The Growing Pains...
Complete CRM Business Model
The Customer Cycle
Customer Applications
The growing pains of Mrs I. Deer,
Marketing Manager, aged 34 3/4
Increased
competition
Decreased
customer loyalty
er
e
or
t
D
c
.
I
e
r
Mrs ting Di
e
Mark
Not meeting
targets
The Growing Pains of Mr A. Countant,
Finance Director, Aged 45.7784
Increased
costs / risks
Decreased
resources
ant
t
n
u
. Co ector
A
r
ir
M
D
e
c
n
Fina
Decreasing
Profits
The Growing Pains of Mr T. Ecke,
IT Manager, aged 01010110
Too
much data
???
Too many
complex
requests
ckie
E
.
Mr T rector
i
IT D
Not
delivering to
end users
Adding value to
Customer Relationship Management
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.
SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL
OPERATIONAL
APPLICATIONS
Call Centres
OPERATIONAL
DATA SOURCES
Customer
EPOS
C
U
S
T
O
M
E
R
Campaign
Management
Mailing Centres
Loyalty
Card Schemes
In Store
Activities
Web
Sales
Stocks
Financial
ATM
Products
Services
Demographics
Profiles
Web Sites /
Virtual Malls
Personalised
Offers / Services
Survey Results
Transactions
Responses
Mailing Lists
Newsfeeds
Surveys
Competition
Market Research
Other External
Sources
SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL
OPERATIONAL
APPLICATIONS
Call Centres
OPERATIONAL
DATA SOURCES
STRATEGIC
TECHNOLOGIES
TECHNIQUES
Customer
Data
Warehouse
Database Marketing
EPOS
Campaign
Management
Mailing Centres
Loyalty
Card Schemes
In Store
Activities
Sales
Stocks
Personalised
Offers / Services
Data
Mining
ATM
Products
Services
Data
Visualisation
Market Basket Analysis
OLAP
Merchandise Management
Demographics
Responses
Mailing Lists
MDDB
Customer Profiling
EIS
Query &
Reporting
Competition
Market Research
Other External
Sources
Credit Scoring
Fraud Detection
Claims Risk
Newsfeeds
Surveys
Category Management
Market Segmentation
Survey Results
Transactions
Customer Profitability
Householding
Financial
Profiles
Web Sites /
Virtual Malls
Targeted Marketing
Web
Statistics
Business
Reporting
Behavioural Modelling
Campaign Analysis
SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL
OPERATIONAL
APPLICATIONS
Call Centres
OPERATIONAL
DATA SOURCES
STRATEGIC
TECHNOLOGIES
TECHNIQUES
Customer
Data
Warehouse
Database Marketing
EPOS
C
U
S
T
O
M
E
R
Campaign
Management
Mailing Centres
Loyalty
Card Schemes
In Store
Activities
Web
Sales
Stocks
ATM
Products
Services
Personalised
Offers / Services
Mailing Lists
Competition
Market Research
Other External
Sources
C
U
Cross
Selling S
T
O
Up -Selling M
E
Retention R
OLAP
Merchandise Management
Category Management
Market Segmentation
MDDB
Customer Profiling
EIS
Query &
Reporting
Credit Scoring
Fraud Detection
Claims Risk
Newsfeeds
Surveys
Customer Profitability
Market Basket Analysis
Survey Results
Responses
Acquisition
Data
Visualisation
Demographics
Transactions
Targeted Marketing
Householding
Financial
Profiles
Web Sites /
Virtual Malls
Data
Mining
Statistics
Business
Reporting
STRATEGIC
GOALS
Behavioural Modelling
Campaign Analysis
Winback
Customer Relationship Management
The Customer Cycle
New Customers
Acquisition
AIM:
Winback
Customer
Retention
Cross Selling
Up Selling
MANAGE
AND
OPTIMISE
THIS
PROCESS
Acquisition
Winback
Cross Customer Selling
Retention
Acquisition
Up Selling
Database
Marketing
Customer
Profiling
Targeted
Marketing
Campaign
Analysis
Market
Segmentation
Credit
Scoring
Behavioural
Modelling
Customer
Profitability
Claims
Risk
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?
Acquisition
Winback
Cross Customer Selling
Retention
Cross Selling / Up Selling
Up Selling
Database
Marketing
Customer
Profiling
Targeted
Marketing
Campaign
Analysis
Market
Segmentation
Merchandise
Management
Market Basket
Analysis
Behavioural
Modelling
Category
Management
Customer
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?
Acquisition
Winback
Cross Customer Selling
Retention
Retention
Up Selling
Database
Marketing
Customer
Profiling
Targeted
Marketing
Campaign
Analysis
Market
Segmentation
Credit
Scoring
Behavioural
Modelling
Customer
Profitability
Claims
Risk
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?
Acquisition
Winback
Cross Customer Selling
Retention
Winback
Up Selling
Behavioural
Modelling
Customer
Profiling
Targeted
Marketing
Campaign
Analysis
Market
Segmentation
Credit
Scoring
Claims
Risk
Customer
Profitability
Database
Marketing
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?
Customer Relationship Management
The Customer Cycle
New Customers
Acquisition
AIM:
Winback
Customer
Retention
Cross Selling
Up Selling
MANAGE
AND
OPTIMISE
THIS
PROCESS
Customer Relationship Management
The Customer Cycle
New Customers
Acquisition
Winback
Customer
Retention
Cross Selling
Up Selling
This is
where
the
money
is!
Customer Relationship Management
Applications - Best of Breed Approach 1
Database
Marketing
Campaign
Campaign
Analysis
Analysis
Targeted
Targeted
Marketing
Marketing
Customer
Customer
Profitability
Profitability
Customer
Customer
Profiling
Profiling
Market
Market
Segmentation
Segmentation
Market Basket
Market
Analysis
Analysis
Category
Category
Management
Management
Merchandise
Merchandise
Management
Management
Behavioural
Behavioural
Modelling
Modelling
Fraud
Detection
Detection
Householding
Householding
Claims
Risk
Credit
Credit
Scoring
Scoring
Customer Relationship Management
Applications - Best of Breed Approach - 2
Database
Marketing
Campaign
Campaign
Analysis
Analysis
Targeted
Targeted
Marketing
Marketing
Customer
Customer
Profitability
Profitability
Customer
Customer
Profiling
Profiling
Market
Market
Segmentation
Segmentation
Market Basket
Market
Analysis
Analysis
?!?!?!?!!
?!?!?!
Merchandise
Merchandise
Management
Management
Behavioural
Behavioural
Modelling
Modelling
Fraud
Detection
Detection
Category
Category
Management
Management
Householding
Householding
Claims
Risk
Credit
Credit
Scoring
Scoring
Customer Relationship Management
Applications - SAS Institute Integrated Approach
Database
Marketing
Campaign
Analysis
Targeted
Marketing
Customer
Profiling
Customer
Profitability
Acquisition
Market
Segmentation
Winback
Customer
Market Basket
Analysis
Cross Selling
Category
Management
Merchandise
Management
Up Selling
Retention
Behavioural
Modelling
Fraud
Detection
Householding
Claims
Risk
Credit
Scoring
Customer Relationship Management
The Customer Cycle
New Customers
Acquisition
SAS Software
Winback
Customer
Retention
Cross Selling
Up Selling
SAS INSTITUTE CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS MODEL
OPERATIONAL
APPLICATIONS
Call Centres
OPERATIONAL
DATA SOURCES
C
U
S
T
O
M
E
R
Mailing Centres
Loyalty
Card Schemes
In Store
Activities
Web
Personalised
Offers / Services
SAS Data
Warehouse
Database Marketing
Sales
Stocks
Financial
ATM
Products
Services
SAS Enterprise
Miner
STRATEGIC
GOALS
Survey Results
Transactions
SAS OLAP
SAS MDDB
SAS EIS
SAS Query &
Reporting
Responses
Mailing Lists
Newsfeeds
Surveys
Competition
Market Research
Other External
Sources
Targeted Marketing
Acquisition
Customer Profitability
C
U
Cross
Selling S
T
O
Up -Selling M
E
Retention R
Householding
Market Basket Analysis
Demographics
Profiles
Web Sites /
Virtual Malls
SAS
APPLICATIONS
Customer
EPOS
Campaign
Management
SAS
TECHNOLOGIES
Category Management
Merchandise Management
Market Segmentation
Customer Profiling
Credit Scoring
SAS Statistics,
Fraud Detection
Visualisation
SAS Enterprise
Reporter
Claims Risk
Behavioural Modelling
Campaign Analysis
Winback
Customer Relationship Management
• Thank you for your attention
• For more information, please visit the
Data Mining / Customer Relationship
Management Booth at SEUGI