CUSTOMER INTELLIGENCE MARKETING IN 21ST CENTURY

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1 CUSTOMER INTELLIGENCE MARKETING IN 21ST CENTURY Copyright 2012, SAS Institute Inc. All rights reserved.

2 AGENDA CUSTOMER INTELLIGENCE New Customer - Trends in Marketing What is Customer Intelligence Road to Success Q & A

3 Copyr i g ht 2013, SAS Ins titut e Inc. All rights res er ve d.

4 NEW CUSTOMER IS MORE DEMANDING AND LESS LOYAL Customer Loyalty is shrinking. Customers wish to be invited, integrated, entertained and treated emotionally. We have treated consumers like dogs long time. We tried to train them through constant repetition of a message. We wanted to condition them. That does not work any. The consumer of today does not react automatically when you call him. He behaves as we know it from cats: idiosyncratic, independent, autonomous: The consumer is a cat. To conquer the heart of this new consumer type is one of the big challenges.

5 NEW CUSTOMER IS A MULTI-CHANNEL CUSTOMER Information gathering and buying behaviour follows the evolution of channels and media. The Customer is already Multi-Channel Engage Direct Mail Call Center Branch /Shop Web ...a good example is the Automotive Industry: Couple of years ago a consumer visited in average 6 car dealer before he bought a car. Today the average is 1,2 car dealer. Customers find all relevant information in internet and they make their decision in front of their computer...when they visit the dealer they already know what they want. Philipp Schindler, Nordeuropa-Chef von Google Transact Fulfill Service

6 NEW CUSTOMER REVOLUTION IN COMMUNICATION Transform from one way to two way communication thanks to social media 50 mil. users 100 mil. users 38 years 13 years 4 years 9 months

7 NEW CUSTOMER IS MORE INDIVIDUAL Individualisation of customer behavior and needs, changing Markets.

8 NEW CUSTOMER PROFILE Multi Channel Customer More Demanding Less Loyal More Individual Difficult to reach Campaign resistant Uses Media differently More Price sensitive

9 CUSTOMER S JOURNEY Direct mail SMS Call center Branch Outbound Inbound Internet banking Call center Internet Branch ATM I have a product I have a customer

10 KEY PRINCIPLES OF SUCCESS INTIMATE INTERACTIVE EFFECTIVE

11 CUSTOMER INTELLIGENCE WHAT IS CUSTOMER INTELLIGENCE Customer intelligence (CI) is the process of gathering and analyzing information regarding customers; their details and their activities, in order to build deeper and effective customer relationships and improve strategic decision making.

12 CUSTOMER INTELLIGENCE HOW CAN SAS HELP? Create common view of customer & prospects Understand customer value Profile & segment customers Understand online behavior Listen to customer sentiment Model & score customers Predict future behavior & potential INTIMATE KPI s, dashboards,& reports Quantify financial impacts Push insights across business accounts Deliver consistent cross-channel experience Record customer contact history Design & create campaigns Automate processes Optimize interactions & investments Deliver multichannel interactions Calculate Next best action/offer INTERACTIVE EFFECTIVE

13 SAS CUSTOMER INTELLIGENCE SOLUTIONS Data Minig Customer analytics Visual Analytics Online Customer Behavior, Social Media INTIMATE Marketing Performance Management Marketing Operations Visual Analytics Marketing Automation INTERACTIVE EFFECTIVE Marketing Optimization Decision Manager

14 Business value SAS CUSTOMER INTELLIGENE ROAD TO SUCCESS Event Based Marketing Online Behavior Insight Optimization Digital marketing Campaign Automation Data Time Line Marketing effectiveness improvement through: Create a common view of customer Complete campaigns, faster. Precision campaign targeting, higher response rates, and improved ROI Multichannels and multiwave campaign coordinations. Single point of control for fast /SMS messages delivery. Personalized inhouse /SMS messages creation. Instant messages effectiveness monitoring. Best offers for individual customers determination. Business target (ROI / profitability) maximization. Constrains management (channel capacity, contact policy, budget). Inbound channels marketing effectiveness improvement Insightfull Next Best Offer recommendation process embedded within inbound channels Communication control and consistency ensuring within communication channels New campaign opportunities from online browsing identification, remarketing Conversion rates improvement. Online customer profile creation. SAS Marketing Automation SAS Visual Analytics SAS Digital Marketing SAS Marketing Optimization SAS Decision manager SAS Customer Experience Targeting

15 Business value Business value SAS CUSTOMER INTELLIGENE BUSINESS CONTRIBUTION Event Based Marketing Online Behavior Insight Optimization Digital marketing Campaign Automation Data Time 40% of retail sales supported via automated campaigns 25% increase of campaign revenue 20% decrease of campaign preparation s time 300% increase of contacted customer base 400% increase of numbers of campaigns executed from year-to-year 55% improvement in ROI across campaigns 38% increase of campaigns profitability 3,7 month payback period 50% increase of inbound campaign effectiveness 30% increase customer satisfaction s index Channels orchestration Ensuring inbound and outbound communication alignement 500% increase in desired leads 300% ROI within 6 months 15% reduction in online media spend 24% increase in conversion rates

16 THANK YOU.