Breakfast seminar offers insights on delighting customers

"The days of mass marketing, blanket messaging across differing target markets and the spray and pray approach to marketing are gone," says Nathalie Ing, integrated marketing management lead at the company. "Today's consumers demand personal communications that speak directly to them, they want their brands to engage with them and through their chosen form of communication, which in the current landscape, is through digital channels."

Uncover unknown trends

According to Ing, existing technology and marketing solutions are battling to keep up. While the information to create tailored personal campaigns exists, it remains in disparate areas of the business trapped in silos. However, making use of a closed-loop marketing framework and placing business analytics at the heart of this framework, will enable marketers to uncover unknown trends and behaviour patterns to better understand customers across all sales and service channels, effectively segment customers and determine the risk associated with customers.

With these insights, marketers can develop more relevant and specific targeted campaigns to meet each segment's needs. Business analytics reveals best actions, exposes threats such as customers about to churn, and triggers marketing campaigning opportunities that will drive more purchases.
Taking advantage of business analytics to provide fact-based decisions in a timely manner empowers marketers to increase response rates, improve marketing-campaign effectiveness and remain relevant and appropriate with their customers as well as win new customers.

Customers only last five years

"According to a recent survey by The Loyalty Effect, there is an increasing gap between the expected lifetime value of a customer and the reality, with the average company losing half of its customers over a five-year period. Something that can only be managed by leveraging what we know about our customers, from existing data, and using business analytics to create customer insights to drive targeted marketing campaigns," she adds.

"Marketers need to optimise their customer's experience, by unravelling their needs, staying relevant and strengthening their customer relationships. They can achieve this by unlocking the potential of real time digital and social media communications channels to listen and engage with their customers and prospects, and leverage this insight to influence brand perception and better manage brand loyalty amongst consumers."

At the breakfast session, Andreas Heiz, regional customer intelligence lead, SAS MEA region, will join Ing in providing insights into how customers globally are managing to improve business results by adapting their approach to marketing.

To register, go to www.sas.com/reg/offer/za/finding_new_ways_to_surprise_and_delight_every_customer.