THE CUSTOMER IS YOUR MOST IMPORTANT ASSET. HAVING A FANTASTIC PRODUCT OR EXCELLENT PROCESSES WILL NOT RESULT IN MORE REVENUE WHEN THE CUSTOMERS DON’T SEE THE NEED FOR IT. THAT’S WHY YOU NEED TO UNDERSTAND YOUR CUSTOMER AND ALIGN YOUR BUSINESS TOWARDS THEM. COMPANIES THAT SUCCEED IN THIS ARE THE ONES THAT TRULY STAND OUT, BUT EVEN FOR THEM, THIS DIDN’T COME OVERNIGHT. LET’S EXPLAIN THE DIFFERENT STEPS IN BECOMING MORE CUSTOMER CENTRIC.

1. 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.

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

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

4. 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.

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

6. 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.

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

8. 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.

9. 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.

10. 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.

11. 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.

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

13. 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.