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BI - Competing on Customer Intelligence

BI - Competing on Customer Intelligence

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Published by caplusinc
It's not all about Business Intelligence - it's about Customer Intelligence. See how BI solutions can help you with your Sage Accpac and Sage CRM data.
It's not all about Business Intelligence - it's about Customer Intelligence. See how BI solutions can help you with your Sage Accpac and Sage CRM data.

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Published by: caplusinc on Jun 01, 2010
Copyright:Attribution Non-commercial

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02/01/2013

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WHITE PAPER
Competing on
Customer intelligenCe
Leveraging insight, interaction and continuous improvement
to drive customer centricity
\ue002
Competing on Customer intelligenCe
Table of Contents
Executive Overview..................................................................................... 1
Is Your Company Really Customer-Centric?............................................... 2
The case for change............................................................................. 2

Customer Insight........................................................................................ 5 Interaction................................................................................................... 7 Improve..................................................................................................... 10 The SAS\u00aeDifference.................................................................................. 12 Conclusion................................................................................................. 13 About SAS.................................................................................................. 14

Competing on Customer intelligenCe
Executive Overview

Since the beginning, most marketing business models have been built around organizational structures, management and incentive plans, \ue000nancial systems and the \ue001our P\u2019s o\ue001 marketing: product, price, promotion and placement. The \ue001ocus was completely on the product.

Many organizations have pro\ue001essed to shi\ue001t their attitudes, claiming to be
\u201ccustomer-\ue001ocused,\u201d \u201ccustomer-obsessed,\u201d \u201ccustomer-driven\u201d or whatever. But
even to this day, the heart o\ue001 most business models remains product-centric.

Instead o\ue001 having a primary \ue001ocus only on the \ue001our P\u2019s, organizations can enhance their marketing by evolving to a customer-centric business model that \ue001ocuses on insight, interaction and improvement - the three I\u2019s. These companies will exploit readily available capabilities to excel in all three dimensions:

Deepening customer insight.
\u2022\ue000
Manage data, pro\ue000le and segment
customers, and predict customer behavior.
Choreographing customer interactions.
\u2022\ue000
Develop and optimize strategies,
and manage customer engagement at the enterprise level.
Continuous improvement.
\u2022\ue000

Measure and report KPIs that matter, optimize
investment o\ue001 sales and marketing resources, and continuously learn \ue001rom
every customer interaction.

This white paper is a practical guide \ue001or senior marketers and decision makers across the enterprise. It provides straight\ue001orward advice on how to build a more durable and pro\ue000table customer base by:

Building a more competitive business model based on the three I\u2019s o\ue001
\u2022\ue000
marketing.
Fostering customer-centric business strategies in a product-centric
\u2022\ue000
organization.
Trans\ue001orming volumes o\ue001 customer data into insight that can be used to make
\u2022\ue000
smarter decisions.
Taking a progressive strategy \ue001or implementing the technology to get there.
\u2022\ue000

When a company uses customer insight \ue001or their customer interactions and utilizes a closed-loop system o\ue001 continuous improvement, customer-centric strategies can succeed even in the most product-centric organizations.

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