Introduction to Customer Intelligence - sasCommunity · Logical Data ModelLogical Data Model...

Introduction to Customer IntelligenceAlan GormleyCRM Solutions ManagerSAS Europe, Middle East & Africa

Agenda! Why CRM?

! CRM Architecture

! Customer Intelligence Components

! Case Study

What is CRM! An enterprise-wide strategy enabling

organizations to optimize customer satisfaction, revenue and profits while increasing shareholder value by becoming customer centric.

Building a Strategy

Customer Value

CustomerNeed

SupplierNeed

Supplier Value

CustomerNeed

Business Need

Business Value

Why CRM

Shaping the Intelligence Layer

Different people, different expectations! Loyal Customers

! Short Temper

! Supplier Agnostic

! Dislike all suppliers

Different people, different channels! Shop

! Catalog

! E-Mail

! Call Center

Shop Catalog

Different people, different goalsPr

Likelihood to leave

Variety is the spice of life! Different needs! Different channels! Different goals

! Different Offers! Different internal goals! Different constraints

Banking Industry Drivers ! Fierce competition including globalization and

deregulation! Perceived commoditization of many banking

products and services! Rapid technology advancements

Customer expectationsChannels of distribution

! Mergers, consolidation and industry shakeout! Rise of consumerism! Government regulations

Strategic Partner to the Banking Industry! Attrition Management ! Marketing Automation! Analytical CRM! Enterprise Performance Management! Credit Scoring ! Fraud Detection! e-intelligence! Call Center Management! Process improvement

Telco Industry Drivers ! Fierce competition! Perceived commoditization of Telco services! Rapid technology advancements

!Customer expectations"Margins and prices

! Heavy debt burdens! Consolidation and industry shakeout! Continued convergence of voice and data! Continued deregulation

Proven Success in the Telco Industry! Churn Management ! Marketing Campaign Management! Analytical CRM! Network Capacity Planning & Service Level Management! Enterprise Performance Management! Pricing & Tariff Simulation! Credit Scoring ! Fraud Detection! e-intelligence! Call Center Management

Operational CRM

Sales CallCenterMarketing Customer

Service

Back Office

ERP ...SCM FinanceETL

DataWarehouse

HistoricAnalysis

PredictiveAnalysis

Campaign Management

Customer Interaction

E-Mail ExtranetVoice Web ContentManagement

Customer Intelligence

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Data Management

Key Features# Transparent access to operational

customer data

# Extendable to all sources of customer data

# ETL capability to clean, de-duplicate and enhance raw data.

# Single Customer Marketing Repository for storing, analysing, and running campaigns

# Metadata-driven,automated process to build and refresh customer repository

Customer Analytics

Key Features# Most complete repository of modelling

techniques to predict buying propensity, campaign responses, credit risk and etc.

# Create both static and dynamic campaign models within a deployment process

# Combine business rules and analytic models to do segmentation and profiling based on current customer data

# Provide Online Analytical Processing (OLAP) capability to analyze customer data

Campaign ManagementKey Features

# Manage both single and multi-stage campaigns

# Set up campaign definitions

# Identify target audience

# Provide quick count capability

# Prioritise communication

# Create communication cells

# Create export/interface definition

# Execute communication

# Update contact history

# Supports client, household selections

Reporting and Response Management

Key Features# Tracks campaign financials including details

such as fixed vs. variable costs, and budgeted vs. allocated and actual costs.

# Reports on campaigns across multiple customer segments.

# Provides profiling, ROI, customer profitability, demand analysis, and forecasting reports.

# Allows users to create custom records and run customized reports in real time.

# Provides a complete application development environment for extending the solution

Logical Data ModelLogical Data Model

Detailed Data Store

AnalyticalData

Models

HOLAPData Models

Enterprise Guide / Enterprise Reporter

Strategic PerformanceManagement

Enterprise Miner

CampaignManagement

ETL Process and Metadata ETL Process and Metadata

Exploitation

DimensionalPhysicalmodels

Online HTML WAdocumentation

Technical Architecture

Campaign ManagementData Model

Data Warehouse (relevant history)

Currentdata

Sprint! Founded in 1899! 23 million customers (business & residential)

in more than 70 countries! Revenues topped $24 billion in 2000! 10th annual Enterprise Computing Award

recipient at SUGI 26

Critical Business IssueProfitability declining from voice services and more in-depth customer knowledge was needed to expand internet and data service offerings

Reasons! Customers were only buying one or two

products / services! Information on 23 million customers

was not centrally available to sales & marketing! A complete view of their customers

was not readily accessible! Predicting customer needs to cross-sell

and up-sell was difficult

Results using SAS! Information requests from the field (sales)

are now completed in hours or minutes rather than weeks or days

! More timely information regarding! who their business customers are! what they need

! Increased opportunities to cross-sell & up-sell! The SAS powered CRM solution is a major

contributor to their reduction in churn rate from 6% to 2%

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