By Fernanda Benhami, product manager for
Customer Intelligence at SAS Latin America
Increasingly, consumers have access to multiple communication channels through which they are able to express their desires and obtain information about services and products. This type of interaction brought greater complexity to the companies' businesses, which need to have better control and relationship management with customers at all points of contact, whether online or offline.
Companies have been looking for greater relevance and consistency in the messages transmitted to their audience so as not to miss opportunities. Attentive to the issue, SAS structures platforms so that companies increasingly understand the profile of this customer and are thus able to consolidate their sales or relationship actions.
The Customer Decision Hub combines several SAS solutions, providing companies with a better ability to understand their desired audience. Imagine a company that has a series of channels on which the customer can interact. These means can be outbound (proactive campaigns like emails or direct mail or any channels through which the company can send communications to the customer to improve the relationship) and inbound (in which the customer can interact directly with the company and each interaction can used for more effective and relevant communication with the customer).
There are also organizations that need to be better prepared to interact more frequently with their customers and thus gain a competitive advantage in this moment of interaction - regardless of the channel they are using.
There are three main pillars that companies need to consider:
First pillar: it's insights, studies and analysis. It is a platform that allows companies to make a study of customer interactions. Which can be: phone calls, banking operations, account transactions (aimed at retail), among others. This all becomes input to understand the movement and profile of these customers.
Second pillar: understand behavioral trends. The company is able, within the forecast and forecast model, to understand how the customer can behave in the future; what is the consumer buying trend. Organizations are also able to identify, through these studies, which events could be used for relationship or sales actions with these customers. It is essential to understand the type of interaction that this customer has so that companies can decide how best to interact and create new business opportunities with them. The solution helps to understand the profile of customers, to combine internal and external information, so that companies can identify niche markets.
Third pillar: establish rules for carrying out the actions. It is necessary to create contact policy rules, understand the business and budget restrictions and, only then, elaborate future actions. In addition, it is necessary to identify the delivery capacity of the channel to achieve the desired performance.
Companies have been looking for greater relevance and consistency in the messages transmitted to their audience so as not to miss opportunities. Attentive to the issue, SAS structures platforms so that companies increasingly understand the profile of this customer and are thus able to consolidate their sales or relationship actions.
The Customer Decision Hub combines several SAS solutions, providing companies with a better ability to understand their desired audience. Imagine a company that has a series of channels on which the customer can interact. These means can be outbound (proactive campaigns like emails or direct mail or any channels through which the company can send communications to the customer to improve the relationship) and inbound (in which the customer can interact directly with the company and each interaction can used for more effective and relevant communication with the customer).
There are also organizations that need to be better prepared to interact more frequently with their customers and thus gain a competitive advantage in this moment of interaction - regardless of the channel they are using.
There are three main pillars that companies need to consider:
First pillar: it's insights, studies and analysis. It is a platform that allows companies to make a study of customer interactions. Which can be: phone calls, banking operations, account transactions (aimed at retail), among others. This all becomes input to understand the movement and profile of these customers.
Second pillar: understand behavioral trends. The company is able, within the forecast and forecast model, to understand how the customer can behave in the future; what is the consumer buying trend. Organizations are also able to identify, through these studies, which events could be used for relationship or sales actions with these customers. It is essential to understand the type of interaction that this customer has so that companies can decide how best to interact and create new business opportunities with them. The solution helps to understand the profile of customers, to combine internal and external information, so that companies can identify niche markets.
Third pillar: establish rules for carrying out the actions. It is necessary to create contact policy rules, understand the business and budget restrictions and, only then, elaborate future actions. In addition, it is necessary to identify the delivery capacity of the channel to achieve the desired performance.
Based on this strategy, companies are able to establish better approach strategies and place information within the Customer Decision Hub system so that actions begin to reach the customer in a coordinated and orchestrated manner.
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