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TheSASSolutionsforCRMTheSASSolutionsforCRMTopicsCRMMarketCustomerIntelligence&theCRMBusinessProcessCRMArchitectureCRMApplicationsTheSASSolutionsforCRM2TopicsCRMMarket2WhatisCRM?

Ashiftinemphasisfrom:MasstoindividualProducttocustomerAcquisitiontoretentionFunctiontoexperienceShareholderstocustomersAStrategicInitiativethatenablesacompanytobecomecustomercentric.Keycomponentsincludepeople,processandtechnology.3WhatisCRM?

AshiftinemphasIdon’thavelongtermprofitablerelationshipswithmycustomersIamunabletoidentifymymostvaluableorhighestpotentialcustomersIamnoteffectivelycreatingvalueandcrosssellingopportunitiesforthesecustomersIhavelowcustomerretentionandloyaltyCRMBusinessProblems4Idon’thavelongtermprofitaHowCanSASHelpYou?…Builton25yearsincustomeranalysis,theSASSolutionsforCustomerRelationshipManagementprovidesthecustomerintelligenceyouneedtomaximizetheprofitabilityofyourcustomerrelationships.TheSASSolutionsforCRMwillhelpyourcompany:360degreecustomerviewSegment&TargetyourmostValuableCustomersAnalyzeandProfileContinuouslyLearn5HowCanSASHelpYou?…BuiltonCRMBusinessFlow:

TheRoleofCustomerIntelligence6CRMBusinessFlow:

TheRoleofTheRoleofCustomerIntelligence:

StrategicFocus7TheRoleofCustomerIntelligeTheRoleofCustomer

Intelligence:StrategicFocusFocusresourcesFocusinvestmentFocusonrightcustomergroupsservicesproductschannelsaspectsofqualityCustomerbaseisanAssetCommunicateobjectivestothebusiness8TheRoleofCustomer

IntelligTheRoleofCustomerIntelligence:StrategicFocusHowisacustomerdefined?Whoownsthecustomer?

Whataremykeycustomergroups?

HowmuchshouldIinvestindifferentcustomergroups?WhatrealistictargetsshouldIsettoensureprofitability?

HowmuchshouldIinvestinmychannels?-theinternet?Bestpractice-whoisrecruitingthebestcustomers?Whatisthevalueofthecustomerasset?HowmanyofmytopcustomerscouldIlosebeforetakingaloss?WouldIknowifacompetitorwasstealingmybestcustomers?CouldIreactappropriately?SampleQuestions9TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

Targeting&Positioning10TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:Targeting&Positioning

CustomerprofitabilityanalysisChurn/retentionanalysisCustomerbehavioranalysisSegmentationandtargetingCustomerprofilingTechniques11TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:Targeting&PositioningHowshouldmysegmentsbedefined?

WhenshouldIsell?Whichcustomersarelikelytoleave?Whichcustomersaremorelikelytorespond?

WhichcommunicationchannelshouldIuse?What’stheexpectedresponserate?

Whichproductcombinationsandproductfeaturesdocustomerswant?

SampleQuestionsWhichcustomersaregoodcandidatesforcrossorupselling?Whatisthecustomerpotential/lifetimevalue?CanIcustomizeofferingsbasedonneeds,preferencesandprofitability?

12TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

OperationalEffectiveness13TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

OperationalEffectivenessResourceforecastingDemandforecastingSkillsprofilingServicelevelsettingResourceoptimizationDeploymentofdecisionsupportinformationtothefrontofficeDeploymentofinformationtothecustomerTechniques14TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

OperationalEffectivenessWhatskillsshouldbeavailable?

AmIachievingservicelevels?HowshouldIdivideresourcesacrosscustomergroups?

HowshouldIdivideresourcesacrosschannels?WhatcapacityshouldIpurchase?

Whichserviceandchannelsarebeingusedandbywhom?CanIeffectivelyallocateresourcesbasedoncustomervalue?WhatresourcesshouldIallocatethroughouttheday(andnight)?Bestpractice-whoisdeliveringthebestservice?SampleQuestions15TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence

LearningFocus16TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:MeasurementLife-timevalueShareofcustomerRetention/AttritionratesLengthofrelationshipCross-sellingratioCustomerprofitabilityCustomervalueindexCustomerresponserateSampleMetrics17TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

MeasurementHowsatisfiedareourcustomerswithourproduct/service?

HowmanycustomersdoIhave?Isthelifetimevalue(futurepotential)ofmycustomerbasegoingupordown?-byhowmuch?

Whichsales/marketingchannelsaremosteffective?Whatwastheresponserate-Howdiditcomparetotarget?Howmanytimesaremycustomersbeingcontacted?Whichcustomersaremovingbetweensegments?

Howmanytimeshasthiscustomercontactedus?HowmanynewcustomersdoIhave?Whatistherateofcustomerdefection?Whatwastheconversionrate-Howdiditcomparetotarget?SampleQuestions18TheRoleofCustomerIntelligeCustomerIntelligence&TheCRMBusinessProcessStrategicFocusTargetingandpositioningMeasurementOperationalEffectivenessDatacleaningEnsuredataqualityIntegrationDe-duplicationEnhancementdrilldownAnalyseWebVisualiseDataMiningslice&dicePlacethecustomeratthecentreofthedecisionmakingprocessRightpeople,rightchannel,righttime,rightoffertobuildlongtermmutuallybeneficialrelationshipsAligninginvestmentandresourcestomarketopportunitiesandrequirementsMonitoringsuccessandreportingbacktothebusinesstocreateanagilelearningenterpriseDoingthingsright,deployingresourcetomatchcustomerdemandandvalue19CustomerIntelligence&TheCRCRMBusinessFlow:

TheRoleofCustomerIntelligenceAligninginvestmentandresourcestomarketopportunitiesandrequirementsRightpeople,rightchannel,righttime,rightoffertobuildlongtermmutuallybeneficialrelationshipsPlacethecustomeratthecentreofthedecisionmakingprocessDoingthingsright,deployingresourcetomatchcustomerdemandandvalueMonitoringsuccessandreportingbacktothebusinesstocreateanagilelearningenterprise20CRMBusinessFlow:

TheRoleofSASCRMSolutionArchitecture

21SASCRMSolutionArchitectureSASCRMSolutionArchitecture

22SASCRMSolutionArchitectureSASCRMSolutionArchitecture

23SASCRMSolutionArchitectureSASCRMSolutionArchitecture

24SASCRMSolutionArchitectureCRMApplicationSpace

25CRMApplicationSpace

25TheSASSolutionsforCRMTheSASSolutionforEnterpriseMarketingAutomationeCRM:TheSASSolutionforeCRMAnalyticalCRMSolutionsbyIndustry26TheSASSolutionsforCRMTheSWhySAS?Provenexperiencethrough25yearsofprovidinginsightsintocustomerbehaviorTrustworthinessandstability:98oftheFortune100companiesuseSASAwardwinningtechnologyProvenabilitytointegrateinformationfromallelectronicandtraditionalchannelsScalable,opensolutions27WhySAS?ProvenexperiencethroWhatPeopleareSayingaboutSAS“[SAShas]broughttomarketasolutionsportfoliothatismorethoroughthanmostothersonthemarket….DatamonitorbelievesthatSASInstituteisextremelywellpositionedtoexploittheanticipatedgrowthintheAnalyticalCRMmarketasthefirm’sabilitytobringtomarketacomprehensiveandorganicsuiteofanalyticaltoolsisunrivaled."Datamonitor,MarketAnalysisExperts“SASprovidesuswiththeexpertiseweneedtocollect[multi-channel]information,learnaboutourcustomersandthendosomethingstrategicaboutit.”MichaelBoyd,DirectorofCRM,EddieBauerSASwinsfirstplaceinTheDMReview100award:“Today,SASandourotherwinnersareleadersindeliveringe-intelligencesolutionsthatenablecompaniestoturnrawdata–includingthevastquantitygeneratedbye-business–intorealinsights.”RonPowell,PublisherandEditorDMReview

”(SASis)animportantforceinmarketingoptimization…becauseofitsabilitytoprovideafar-reachingsetofservicesinadditiontoanalysisthatincludesdatawarehousinganddatadistribution.”KnowledgeCapitalGroup28WhatPeopleareSayingaboutSCopyright?2003,SASInstituteInc.Allrightsreserved.2929Copyright?2003,SASInstitutTheSASSolutionsforCRMTheSASSolutionsforCRMTopicsCRMMarketCustomerIntelligence&theCRMBusinessProcessCRMArchitectureCRMApplicationsTheSASSolutionsforCRM31TopicsCRMMarket2WhatisCRM?

Ashiftinemphasisfrom:MasstoindividualProducttocustomerAcquisitiontoretentionFunctiontoexperienceShareholderstocustomersAStrategicInitiativethatenablesacompanytobecomecustomercentric.Keycomponentsincludepeople,processandtechnology.32WhatisCRM?

AshiftinemphasIdon’thavelongtermprofitablerelationshipswithmycustomersIamunabletoidentifymymostvaluableorhighestpotentialcustomersIamnoteffectivelycreatingvalueandcrosssellingopportunitiesforthesecustomersIhavelowcustomerretentionandloyaltyCRMBusinessProblems33Idon’thavelongtermprofitaHowCanSASHelpYou?…Builton25yearsincustomeranalysis,theSASSolutionsforCustomerRelationshipManagementprovidesthecustomerintelligenceyouneedtomaximizetheprofitabilityofyourcustomerrelationships.TheSASSolutionsforCRMwillhelpyourcompany:360degreecustomerviewSegment&TargetyourmostValuableCustomersAnalyzeandProfileContinuouslyLearn34HowCanSASHelpYou?…BuiltonCRMBusinessFlow:

TheRoleofCustomerIntelligence35CRMBusinessFlow:

TheRoleofTheRoleofCustomerIntelligence:

StrategicFocus36TheRoleofCustomerIntelligeTheRoleofCustomer

Intelligence:StrategicFocusFocusresourcesFocusinvestmentFocusonrightcustomergroupsservicesproductschannelsaspectsofqualityCustomerbaseisanAssetCommunicateobjectivestothebusiness37TheRoleofCustomer

IntelligTheRoleofCustomerIntelligence:StrategicFocusHowisacustomerdefined?Whoownsthecustomer?

Whataremykeycustomergroups?

HowmuchshouldIinvestindifferentcustomergroups?WhatrealistictargetsshouldIsettoensureprofitability?

HowmuchshouldIinvestinmychannels?-theinternet?Bestpractice-whoisrecruitingthebestcustomers?Whatisthevalueofthecustomerasset?HowmanyofmytopcustomerscouldIlosebeforetakingaloss?WouldIknowifacompetitorwasstealingmybestcustomers?CouldIreactappropriately?SampleQuestions38TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

Targeting&Positioning39TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:Targeting&Positioning

CustomerprofitabilityanalysisChurn/retentionanalysisCustomerbehavioranalysisSegmentationandtargetingCustomerprofilingTechniques40TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:Targeting&PositioningHowshouldmysegmentsbedefined?

WhenshouldIsell?Whichcustomersarelikelytoleave?Whichcustomersaremorelikelytorespond?

WhichcommunicationchannelshouldIuse?What’stheexpectedresponserate?

Whichproductcombinationsandproductfeaturesdocustomerswant?

SampleQuestionsWhichcustomersaregoodcandidatesforcrossorupselling?Whatisthecustomerpotential/lifetimevalue?CanIcustomizeofferingsbasedonneeds,preferencesandprofitability?

41TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

OperationalEffectiveness42TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

OperationalEffectivenessResourceforecastingDemandforecastingSkillsprofilingServicelevelsettingResourceoptimizationDeploymentofdecisionsupportinformationtothefrontofficeDeploymentofinformationtothecustomerTechniques43TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

OperationalEffectivenessWhatskillsshouldbeavailable?

AmIachievingservicelevels?HowshouldIdivideresourcesacrosscustomergroups?

HowshouldIdivideresourcesacrosschannels?WhatcapacityshouldIpurchase?

Whichserviceandchannelsarebeingusedandbywhom?CanIeffectivelyallocateresourcesbasedoncustomervalue?WhatresourcesshouldIallocatethroughouttheday(andnight)?Bestpractice-whoisdeliveringthebestservice?SampleQuestions44TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence

LearningFocus45TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:MeasurementLife-timevalueShareofcustomerRetention/AttritionratesLengthofrelationshipCross-sellingratioCustomerprofitabilityCustomervalueindexCustomerresponserateSampleMetrics46TheRoleofCustomerIntelligeTheRoleofCustomerIntelligence:

MeasurementHowsatisfiedareourcustomerswithourproduct/service?

HowmanycustomersdoIhave?Isthelifetimevalue(futurepotential)ofmycustomerbasegoingupordown?-byhowmuch?

Whichsales/marketingchannelsaremosteffective?Whatwastheresponserate-Howdiditcomparetotarget?Howmanytimesaremycustomersbeingcontacted?Whichcustomersaremovingbetweensegments?

Howmanytimeshasthiscustomercontactedus?HowmanynewcustomersdoIhave?Whatistherateofcustomerdefection?Whatwastheconversionrate-Howdiditcomparetotarget?SampleQuestions47TheRoleofCustomerIntelligeCustomerIntelligence&TheCRMBusinessProcessStrategicFocusTargetingandpositioningMeasurementOperationalEffectivenessDatacleaningEnsuredataqualityIntegrationDe-duplicationEnhancementdrilldownAnalyseWebVisualiseDataMiningslice&dicePlacethecustomeratthecentreofthedecisionmakingprocessRightpeople,rightchannel,righttime,rightoffertobuildlongtermmutuallybeneficialrelationshipsAligninginvestmentandresourcestomarketopportunitiesandrequirementsMonitoringsuccessandreportingbacktothebusinesstocreateanagilelearningenterpriseDoingthingsright,deployingresourcetomatchcustomerdemandandvalue48CustomerIntelligence&TheCRCRMBusinessFlow:

TheRoleofCustomerIntelligenceAligninginvestmentandresourcestomarketopportunitiesandrequirementsRightpeople,rightchannel,righttime,rightoffertobuildlongtermmutuallybeneficialrelationshipsPlacethecustomeratthecentreofthedecisionmakingprocessDoingthingsright,deployingresourcetomatchcustomerdemandandvalueMonitoringsuccessandreportingbacktothebusinesstocreateanagilelearningenterprise49CRMBusinessFlow:

TheRoleofSASCRMSolutionArchitecture

50SASCRMSolutionArchitectureSASCRMSolutionArchitecture

51SASCRMSolutionArchitectureSASCRMSolutionArchitecture

52SASCRMSolutionArchitectureSASCRMSolutionArchitecture

53SASCRMSolutionArchitectureCRMApplicationSpace

54CRMApplicationSpace

25TheSASSolutionsforCRMTheSASSolutionforEnterpriseMarketingAutomationeCRM:

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