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【正文】 ould 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 ? 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 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。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only The Role of Customer Intelligence: Targeting Positioning ? Customer profitability 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 Customer Intelligence The CRM Business Process Strategic Focus Targeting and positioning Measurement Operational Effectiveness Data cleaning Ensure data quality Integration Deduplication Enhancement drilldown Analyse Web Visualise Data Mining slice dice Place the customer at the centre of the decision making process Right people, right channel, right time, right offer to build long term mutually beneficial relationships Aligning investment and resources to market opportunities and requirements Monitoring success and reporting back to the business to create an agile learning enterprise Doing things right, deploying resource to match customer demand and value 19 Copyright 169。 2023, SAS Institute Inc. All rights reserved. Company confidential for internal use only Why SAS? ? Proven experience through 25 years of providing insights into customer behavior ? Trustworthiness and stability: 98 of
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