1. The Why Behind the What
How to Achieve Deeper Customer Insight
Jane Hendricks
Product Marketing, SPSS Inc.
2. Common Questions
1. Will I be able to get copies of the slides
after the event?
2. Is this web seminar being taped so I or
others can view it after the fact?
3. Can I ask questions during this event?
2
Copyright 2003-4, SPSS Inc.
3. Common Questions
1. Will I be able to get copies of the slides
after the event?
Yes
2. Is this web seminar being taped so I or
others can view it after the fact?
Yes
3. Can I ask questions during this event?
Yes
3
Copyright 2003-4, SPSS Inc.
4. Topics for This Session
A Case Study
Completing the Customer View
Enterprise Feedback Management
Inside SPSS Data Collection
5. Cablecom
Improves Retention of Profitable Customers
Background
Swiss Telco and TV operator
Over 54% of Swiss television households
receive cable service from Cablecom
Results
Business Goals
Reduce the number of profitable customers
Identification of key business
who defect to competitors
issues from customers’ own
Understand customer behavior words
Anticipate market trends Improved effectiveness of
predictive models
Solution Now keep retention rates high
Surveyed existing customers, including 51% of Cablecom dissatisfied
loyalty metrics and open-ended questions customers became company
promoters (very satisfied
Added text mining to data mining through
customers) after two months
Text Mining for Clementine to better
understand the reason for churn
6. Data About People
Customer Contact Channels
Web Site Email Agent Mail Phone PDA Branch ATM
Interaction Attitudinal
Data Data
Click Streams Opinions
Offers Preferences
Results Needs
Context Desires
Notes Moods
Behavioral
Descriptive
Data
Data
Orders
Attributes
Transactions
Characteristics
Payment History
Self-declared Info
Usage History
(Geo)demographics
Location
Operational
Attitudinal Marketing Web Call Center Social Networks
Interaction
Enterprise Data Sources
7. Bridging Customer Insight Activities
Attitudinal Analysis Behavioral Analysis
Issue: Isolated, empty feedback Issue: No holistic view of the data
Enterprise Feedback
Management
Centralized, Standardized, Integrated
8. The Case For Attitudinal Data
BUYING BEHAVIOR DEMOGRAPHIC SEGMENTS
Married Single Married Single Men
Males < 30 Males < 30 Men > 30 > 30
564
Product A 31 19 645
Same demographics
Same demographics
69 950–but different behavior??
Product B 92 22
– but different behavior??
Product C 602 91 887 76
9. The Case For Attitudinal Data
BUYING BEHAVIOR DEMOGRAPHIC SEGMENTS
Married Single Married Single Men
Males < 30 Males < 30 Men > 30 > 30
564
Product A 31 19 645
69and different behavior
Same behavior
950 demographics??
Product B 92 22
Same
–– and different demographics??
602 91
Product C 887 76
10. The Case For Attitudinal Data
Married Men, Under 30
Married Men, Over 30
Product A
Product C
11. The Case For Attitudinal Data
Married Men, Under 30
Prefers red over yellow
Prefers sweet over sour
Environmentally aware
A trendsetter
Married Men, Over 30 “The Why Behind The What”
Product A
Product C
12. Acting With Precision
Attract Risk
Cross-sell and
Assessment of Risk
Up-sell Offers via
at the Point of Data
the Web Site
Entry
Interaction Attitudinal
Data Data
Fraud
Descriptive Behavioral
Data Data
Real-time Identification
of Suspicious Transactions
Sales Offers
Presented via
the Call Center Real-time Retention
Actions via Chat
Grow
Messages Retain
13. Enterprise Feedback Management (EFM)
Capturing the Why
A centralized system that allows organizations to fully
engage with their current or prospective customers…
through targeted feedback programs or by asking
questions during naturally occurring interactions and…
to utilize that information throughout the organization to
drive customer-centricity and business improvement.
Voice of the Customer Other “Enlightenment” Data
Opinions Click streams
Needs & Desires Notes/text/unstructured
Preferences (Geo)demographics
Moods
Satisfaction
Customer Data
Location
Characteristics
Interactions
14. SPSS Supports Enterprise Feedback
Management (EFM)
EFM DELIVERS SPSS PROVIDES
Increased quality, frequency and One survey for all respondents
value of customer interactions with across all channels with a single
very little marginal cost system asdfasdf
Feedback cycles are greatly Immediate, accessible insight
reduced so action can be taken in a across all modes and channels
blah blah
timely manner
Data collection process is Single feedback system providing
standardized with necessary secure access to data and survey
compliance oversight tools across the enterprise
Single feedback system for all
Consolidation on a central feedback
platform saves money and allows survey needs with centralized control
integration with IT infrastructure over survey assets
15. One Survey for All Touchpoints
Online By Phone In Person On Paper
18. Single Platform for all Feedback Needs
Authoring Collection
Accessible to non-survey expert Secure data storage
Assets centralized and reused Single system for all modes
Power and flexibility behind an Single survey for all modes and
intuitive interface all languages
Online
By Phone
Author once,
In Person
Field everywhere,
Data Any Language
In any language
Research Tools
Security
Assets
Insight Delivered Analysis and Integration
60%
50%
40%
Secure access to tools
30%
20%
and individual research projects Data available for real-time
Deliver insight to
10%
on desktop or via web
0%
analysis
Excellent Very Good Good Fair Poor
key stakeholders
Incorporate survey data with any
quickly to incorporate feedback in
Online or Desktop process other data sources
decision making
Any language
Secure
Presentation Ready
19. Questions?
Jane Hendricks
Product Marketing- Dimensions
SPSS Inc.
Chicago, IL
P. 800.543.2185 extension 3026
e-mail: jhendricks@spss.com
website: www.spss.com
