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Customer Relationship Management
SPSS Professional
Services in Australia has successfully delivered a Customer Relationship
Management (CRM) Predictive Analytics project to a large
subscription-based organisation. The solution consisted of
several components:
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Discovery;
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Installation of
Clementine software;
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Training for client
staff; and
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On-site projects,
working together with client staff.
The on-site projects
addressed both prevention of declining custom from one segment
and encouragement of increasing custom from another. Firstly,
we used predictive analytics together with the client�s data
warehouse and business knowledge to predict which customers
would churn or decline in purchase. The client then took those
predicted customers and attempted to �save� them through
dedicated sales channels. Secondly, we identified stable,
stagnant customers and discovered up-sell opportunities that
represent compelling value propositions to them. These
opportunities demonstrated both that they had a compelling
reason to buy (in reference to the market) and that there was a
suitable offer to match. The client then took the opportunities
lists and structured pilot sales programs around them.
The total time to
complete this work was around three months. The client was very
happy with the result as it represented many millions of dollars
in increased revenue, and the cost of keeping and growing these
existing customers was much less than the cost of acquiring new
customers. The client has since begun spreading the same
technology through other parts of their organisation. |
