1、The SAS Solutions for CRM,Topics,CRM MarketCustomer Intelligence & the CRM Business ProcessCRM ArchitectureCRM ApplicationsThe SAS Solutions for CRM,2,What is CRM?,A shift in emphasis from: Mass to individualProduct to customerAcquisition to retentionFunction to experience Shareholders to customers,
2、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 customersI am unable to identify my most valuable or highest potential customersI am not effectively creating valu
3、e and cross selling opportunities for these customersI 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 maximize the prof
4、itability of your customer relationships.,The SAS Solutions for CRM will help your company: 360 degree customer viewSegment & Target your most Valuable CustomersAnalyze and ProfileContinuously Learn,5,CRM Business Flow:The Role of Customer Intelligence,6,The Role of Customer Intelligence:Strategic F
5、ocus,7,The Role of Customer Intelligence: Strategic Focus,Focus resourcesFocus investmentFocus on right customer groupsservicesproductschannelsaspects of qualityCustomer base is an AssetCommunicate objectives to the business,8,The Role of Customer Intelligence: Strategic Focus,How is a customer defi
6、ned?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 customers?,What is the va
7、lue 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 Customer Intelligence: Tar
8、geting & 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 sell?Which customers are li
9、kely 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 selling?,What is the customer
10、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 forecastingDemand forecastingSkills profilingService level set
11、tingResource optimizationDeployment of decision support information to the front officeDeployment of information to the customer,Techniques,14,The Role of Customer Intelligence:Operational Effectiveness,What skills should be available? Am I achieving service levels?How should I divide resources acro
12、ss 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 day (and night)?,Best practice - who
13、 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 profitability Customer value index
14、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 much? Which sales/marketing channels a
15、re 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 rate of customer defection?,What was t
16、he conversion rate - How did it compare to target?,Sample Questions,18,Customer Intelligence & The CRM Business Process,Strategic Focus,Targeting andpositioning,Measurement,OperationalEffectiveness,Place the customer at the centre of the decision making process,Right people, right channel, right tim
17、e, right offer to build long term mutually beneficial relationships,Aligning investment and resources to market opportunities and requirements,Monitoring success and reporting back to the business to create an agile learning enterprise,Doing things right, deploying resource to match customer demand
18、and value,19,CRM Business Flow:The Role of Customer Intelligence,Aligning investment and resources to market opportunities and requirements,Right people, right channel, right time, right offer to build long term mutually beneficial relationships,Place the customer at the centre of the decision makin
19、g process,Doing things right, deploying resource to match customer demand and value,Monitoring success and reporting back to the business to create an agile learning enterprise,20,SAS CRM Solution Architecture,21,SAS CRM Solution Architecture,22,SAS CRM Solution Architecture,23,SAS CRM Solution Arch
20、itecture,24,CRM Application Space,25,The SAS Solutions for CRM,The SAS Solution for Enterprise Marketing AutomationeCRM: The SAS Solution for eCRMAnalytical CRM Solutions by Industry,26,Why SAS?,Proven experience through 25 years of providing insights into customer behavior Trustworthiness and stabi
21、lity: 98 of the Fortune 100 companies use SASAward winning technology Proven ability to integrate information from all electronic and traditional channelsScalable, open solutions,27,What People are Saying about SAS,“SAS has brought to market a solutions portfolio that is more thorough than most othe
22、rs on the market. Datamonitor believes that SAS Institute is extremely well positioned to exploit the anticipated growth in the Analytical CRM market as the firms ability to bring to market a comprehensive and organic suite of analytical tools is unrivaled. Datamonitor, Market Analysis Experts “SAS
23、provides us with the expertise we need to collect multi-channel information, learn about our customers and then do something strategic about it. ” Michael Boyd, Director of CRM, Eddie Bauer SAS wins first place in The DM Review 100 award: “Today, SAS and our other winners are leaders in delivering e
24、-intelligence solutions that enable companies to turn raw data including the vast quantity generated by e-business into real insights.” Ron Powell, Publisher and Editor DM Review ”(SAS is) an important force in marketing optimizationbecause ofits ability to provide a far-reaching set of services in addition to analysis that includes data warehousing and data distribution.” Knowledge Capital Group,28,Copyright 2003, SAS Institute Inc. All rights reserved.,29,29,演讲完毕，谢谢观看！,
