Experian QAS Webinar - How Saks Leverages Better Customer Data

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Confidential and proprietary.

How Saks Leverages Better Customer Data

Improve Clienteling and Streamline Operations with Address

Verification

March 23, 2010

© Experian Limited 2008. All rights reserved.

Confidential and proprietary. 2

Agenda

Welcome and introductions

The data challenge for retailers

Q&A with Kakoli Seal, Saks Incorporated

Experian QAS product demonstration

Questions from the audience



Featured Speakers

Kakoli Seal, VP of Customer Insight & Database Management, Saks Incorporated

Chris Lindsey, Senior Account Manager, Experian QAS

Courtney Fulton, Marketing Programs Specialist, Experian QAS



QASCustomer data quality at point of capture

Customer data quality software and services

Captures, validates, cleanses, standardizes and enriches customer contact information, including:

Postal address

Email address

Phone

11,000 customers worldwide

More than 1,700 customers in North America

http://www.qas.com/customers/case-studies/call-center-operators-validate-addresses-with-qas-112.htm

http://www.qas.com/customers/case-studies/experian-qas-reduces-costs-and-improves-customer-service-at-umpqua-bank-134.htm

http://www.qas.com/customers/case-studies/western-implements-address-verification-to-reach-alumni-115.htm

http://www.qas.com/customers/case-studies/incorrect-customer-address-data-causes-a-ripple-effect-114.htm



Retailers’ data challenge

Shoppers today think carefully about each and every purchase

Retailers need to maximize every touch point with an individual customer by:

Understanding frequent shopper profiles, preferences, behaviors – implementing clienteling strategies

Capturing accurate contact data for future communication

. . . without impacting the customer’s checkout experience



Question #1: Can you introduce yourself and tell us a bit about Saks Incorporated?

Kakoli Seal, VP of Customer Insight & Database Marketing

Responsibilities include:

Advanced Analytics

Standard Reporting – KPI, Dashboard, OLAP Cubes

Marketing Campaign Execution and Response Analysis

Saks Incorporated

53 Saks Fifth Avenue stores

55 Saks Fifth Avenue OFF FIFTH stores

www.saks.com

Flagship store opened in 1924

http://www.saks.com/



Question #2: Let’s talk about your Customer Data Warehouse initiative.

Building Customer Data Warehouse (CDW) that aggregates all customer information

Includes address and other contact information

Helps Saks to create a single “360 ” view of each customer

Supplies data to enterprise-wide systems (in store, web, etc.)



Question #3: How is address information used by different departments?

Address information used by:

Store associates in clienteling efforts

Marketing department for catalog mailings, special offers

Call center reps/ customer service reps



Question #4: What are the implications of bad address data for Saks?

Dollars wasted on expensive catalogs and mailings that cannot be delivered

Costs associated with re-processing and re-sending returned packages/ mail

Multiple customer accounts created, meaning that purchase history and contact information may be incomplete or inaccurate

Operational inefficiencies related to identifying, correcting and completing bad data



Question #5: How did you go about solving this data quality problem?

Solved in stages

Stage 1:

QAS integrated into external website (www.saks.com), used by customers and call center reps

Stage 2:

QAS products selected to combat POS issues

QAS Pro verifies addresses as they are entered at POS

QAS de-duping tool identifies and prevents creation of new duplicate customer accounts

Now verifying contact data across all entry channels, augmenting CDW efforts



Question #6: Where is address information captured?

Customer service representatives

Customers Store associates

eCommerce site Call center Point of sale



Question #7: How did address errors enter your system?

Customer address information was previously captured in free-form fields at POS

Mistyping/ mistakes

No ability to verify address with customer engaged

Large numbers of duplicates created

Some addresses were completely unrecoverable - worthless



Question #8: Tell us about the implementation and rollout effort.

Retaligent integrated QAS into POS system

Customer-Centric Ambassador (ccA) Clienteling tool

Rolled out to all stores about 2 years ago

Associate adoption and learning curve

QAS is always presented; associates can choose to bypass

However, associates have address entry goals at the store and department levels

Goals based on number of transactions and interactions with registered customers



Question #9: What does the interface look like?



Question #10: What results have you seen with QAS products?

Streamlined operations

Less re-work reliance on back-end to recover, correct, standardize addresses

Higher level of confidence in customer data

CDW is more robust and more accurate, improving efforts across departments that use information.

Immensely useful in accurately consolidating customers from online and off-line systems

Improved clienteling efforts

Associates leverage more accurate data that moves from CDW into CCA tool

More efficient data entry at POS

Ability to identify customer account and verify or enter addresses in fewer keystrokes



QASProducts & services

Real-time verification Clean & enhance

MatchIT De-Duplication (PC Based)

QAS Batch (PC Based)

QAS Bulk Processing (Web Based)

Phone & Email Batch(Service)

NCOA Move Update (Service)

Address

QAS Pro (PC Based)

QAS Pro On Demand (Software as a Service)

QAS Pro Web (Web Based)

QAS Pro API (Integration Toolkit)

Phone and Email

QAS Phone (Service)

QAS Email (Service)



Please visit www.qas.comfor more information.

http://www.qas.com/?tid=2326

http://www.qas.com/?tid=2326

Technology

Experian QAS Webinar - How Saks Leverages Better Customer Data