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ty analysis ? Churn/retention analysis ? Customer behavior analysis ? Segmentation and targeting ? Customer profiling Techniques 11 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only The Role of Customer Intelligence: Strategic Focus 7 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only What is CRM? ? A shift in emphasis from: ? Mass to individual ? Product to customer ? Acquisition to retention ? Function to experience ? Shareholders to customers A Strategic Initiative that enables a pany to bee customer centric. Key ponents include people, process and technology. 3 Copyright 169。Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only ? I don’t have long term profitable relationships with my customers ? I am unable to identify my most valuable or highest potential customers ? I am not effectively creating value and cross selling opportunities for these customers ? I have low customer retention and loyalty CRM Business Problems 4 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only The Role of Customer Intelligence: Strategic Focus ? Focus resources ? Focus investment ? Focus on right ? customer groups ? services ? products ? channels ? aspects of quality ? Customer base is an Asset ? Communicate objectives to the business 8 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only The Role of Customer Intelligence: Targeting Positioning ? How should my segments be defined? ? ? When should I sell? ? Which customers are likely to leave? ? Which customers are more likely to respond ? ? ? Which munication channel should I use? ? What’s the expected response rate? ? ? Which product binations and product features do customers want? Sample Questions Which customers are good candidates for cross or up selling? What is the customer potential / life time value ? Can I customize offerings based on needs, preferences and profitability? 12 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only The Role of Customer Intelligence Learning Focus 16 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only CRM Business Flow: The Role of Customer Intelligence Aligning investment and resources to market