SAS innovates the customer experience

Edited by the Marketingservicestalk editorial team Feb 14, 2008

At this year's Technology for Marketing conference, SAS showcased its suite of solutions that enable organisations to innovate and improve their customers' experience of their brands.

The company demonstrated how SAS Customer Intelligence blends with customer-focused processes to deepen consumer insight, choreograph buyer interactions, and continuously improve business performance.

Managing the customer's experience of a brand, across all marketing, sales and customer service interactions, is rapidly becoming the new CRM, making it a high priority on the CMO's agenda.

Therefore, a complete customer management strategy, with data integration and advanced analytics at its core, is essential to manage the highly personalised interactions that organisations need to execute today.

Recognising this growing trend, last year SAS extended its customer intelligence suite with the UK launch of SAS for Customer Experience Analytics, a multichannel intelligence solution, which captures and measures, in real time, all aspects of each customer's online and off-line experience.

By integrating data from all customer touchpoints, organisations can understand an individual customer's experience and generate actionable intelligence tailored to reacts to that individual's behaviour.

Additionally, SAS continues to bolster its customer intelligence portfolio with SAS Real Time Decision Manager.

Launched in December 2007, it is designed to help marketers coordinate interactive recommendations across multiple channels, using analytically driven decision logic to increase the effectiveness of every customer interaction.

Jason Goodwin, Head of Solutions Strategy at SAS, explained: "Managing the customer experience is an increasingly significant issue facing most businesses today and SAS' focus at the conference this year will be to highlight how organisations can address this challenge.

"Over the last year we have seen a 50 per cent sales increase of our customer intelligence solutions, highlighting the market focus on innovating the customer experience".