1. Customer Intelligence

2. Tony Spelkens
Customer Intelligence Consultant, SAS institute
My favourite song: Hooverphonic

3. IF ONLY I HAD KNOWN … TOO BAD YOU DID
STEPS IN BECOMING A MORE CUSTOMER CENTRIC COMPANY
Tony Spelkens
Customer Intelligence Consultant, SAS institute
Copyright © 2012, SAS Institute Inc. All rights reserved.

4. Copyright © 2012, SAS Institute Inc. All rights reserved.

5. GET MORE INTIMATE WITH YOUR CUSTOMER
Copyright © 2012, SAS Institute Inc. All rights reserved.

6. CUSTOMER
INTELLIGENCE MATURITY CURVE
Customer Intelligence
Predictive Models
Personal campaigns based on Probabilities
Event Triggers
Event Based Campaigns
Segmentation
More targeted campaigns / newsletters
Basic customer
Renewal campaigns
information
Customer Intimacy
Copyright © 2012, SAS Institute Inc. All rights reserved.

7. Copyright © 2012, SAS Institute Inc. All rights reserved.

8. FINDING THE
CUSTOMER CENTRICITY RESEARCH BE + NL
OPTIMAL BALANCE
• Qualitative:
• 1-to-1 Interviews
• Quantitative:
• 72 Web surveys
• Profiles:
• Marketing and/or Management
• Company size:
• 50+ employees
One of the research questions
• How to become more customer centric?
Copyright © 2012, SAS Institute Inc. All rights reserved.

9. RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?
Copyright © 2012, SAS Institute Inc. All rights reserved.

10. CUSTOMER CASE 1:
ZAPPOS
CULTURE
“WE LET OUR CUSTOMERS
DO THE MARKETING FOR US”
(TONY HSEIH, CEO ZAPPOS)
Copyright © 2012, SAS Institute Inc. All rights reserved.

11. FOCUS ON CULTURE?
SURE, BUT …
• What if:
• a typical day consists of
6,000 phone calls 400 live chats 1.1M social interactions.
you’ll need to know those persons!
Even Culture is fueled by Customer Intelligence
Copyright © 2012, SAS Institute Inc. All rights reserved.

12. CUSTOMER
INTELLIGENCE MATURITY CURVE
Customer Intelligence
Optimization Channels & Offers optimization
Predictive Models
Personal campaigns based on Probabilities
Event Triggers
Event Based Campaigns
Segmentation
More targeted campaigns / newsletters
Basic customer
Renewal campaigns
information
Customer Intimacy
Copyright © 2012, SAS Institute Inc. All rights reserved.

13. CUSTOMER CASE 2:
PERSONALIZED COUPONS: TESCO
CUST. INTELLIGENCE
Business Issue
Increase redemption of coupons and customer loyalty to
Tesco
Results
Targeted communication (statement design, text/content
and coupons)
Vouchers value is high (sent every 3 months) so
customers feel rewarded
Only 6 targeted coupons – 3 on products which the
customer bought in the past and 3 on products he is likely
to buy in the future but never bought before.
Benefits
Customer feels rewarded and appreciate relevance of
mailing
Redemption increased by a factor of 5 compared to
market standard and customers are a lot more loyal
making Tesco number 1 retailer in the UK
Copyright © 2012, SAS Institute Inc. All rights reserved.

14. CASES CUSTOMER
PERSONALIZED COUPONS: BELGIUM
INTELLIGENCE
Copyright © 2012, SAS Institute Inc. All rights reserved.

15. TAKE AWAYS
• Customer Intelligence:
• From Data to Personal
• It’s a competitive advantage
• Customer Centricity is
• NOT Cultural exclusive
• But based on Intelligence
Copyright © 2012, SAS Institute Inc. All rights reserved.

16. Thank you
From Led Zeppelin II
1969