The Why Behind the What

How to Achieve Deeper Customer Insight

Jane HendricksProduct Marketing, SPSS Inc.

Copyright 2003-4, SPSS Inc.Copyright 2003-4, SPSS Inc. 2

1. Will I be able to get copies of the slides

after the event?

2. Is this web seminar being taped so I or

others can view it after the fact?

3. Can I ask questions during this event?

Common Questions

Copyright 2003-4, SPSS Inc.Copyright 2003-4, SPSS Inc. 3

1. Will I be able to get copies of the slides

after the event?

2. Is this web seminar being taped so I or

others can view it after the fact?

3. Can I ask questions during this event?

Yes

Yes

Yes

Common Questions

Topics for This Session

� A Case Study

� Completing the Customer View

� Enterprise Feedback Management

� Inside SPSS Data Collection

CablecomImproves Retention of Profitable Customers

Background

� Swiss Telco and TV operator

� Over 54% of Swiss television households receive cable service from Cablecom

Business Goals

� Reduce the number of profitable customers who defect to competitors

� Understand customer behavior

� Anticipate market trends

Solution

� Surveyed existing customers, including loyalty metrics and open-ended questions

� Added text mining to data mining through Text Mining for Clementine to better understand the reason for churn

Results

� Identification of key business issues from customers’ own words

� Improved effectiveness of predictive models

� Now keep retention rates high

� 51% of Cablecom dissatisfied customers became company promoters (very satisfied customers) after two months

Enterprise Data Sources

Operational Interaction

Marketing WebAttitudinal Call Center Social Networks

Customer Contact Channels

Web Site Email ATMPhone PDA BranchAgent Mail

Descriptive DataAttributesCharacteristicsSelf-declared Info(Geo)demographics

Behavioral DataOrdersTransactionsPayment HistoryUsage HistoryLocation

Data About People

Interaction DataClick StreamsOffersResultsContextNotes

Attitudinal DataOpinionsPreferencesNeedsDesiresMoods

Enterprise Feedback Management

Centralized, Standardized, Integrated

Bridging Customer Insight Activities

Behavioral AnalysisIssue: No holistic view of the data

Attitudinal AnalysisIssue: Isolated, empty feedback

BUYING BEHAVIOR DEMOGRAPHIC SEGMENTS

7688791602Product C

229295069Product B

6451931564Product A

Single Men > 30

Married Men > 30

Single Males < 30

Married Males < 30

The Case For Attitudinal DataThe Case For Attitudinal Data

Same demographics – but different behavior??

Same demographics – but different behavior??

BUYING BEHAVIOR DEMOGRAPHIC SEGMENTS

7688791602Product C

229295069Product B

6451931564Product A

Single Men > 30

Married Men > 30

Single Males < 30

Married Males < 30

The Case For Attitudinal DataThe Case For Attitudinal Data

Same behavior– and different demographics??

Same behavior– and different demographics??

Married Men, Under 30

Married Men, Over 30

The Case For Attitudinal Data

Product A

Product C

Married Men, Under 30

Married Men, Over 30

The Case For Attitudinal Data

� Prefers red over yellow

� Prefers sweet over sour

� Environmentally aware

� A trendsetter

Product A

Product C

“The Why Behind The What”

Cross-sell and Up-sell Offers via the Web Site

Sales Offers Presented via the Call Center

Assessment of Risk at the Point of Data Entry

Real-time Identification of Suspicious Transactions

Behavioral Data

Descriptive Data

Attitudinal Data

Interaction Data

Real-time Retention Actions via Chat Messages

Attract

Retain

Grow

Risk

Fraud

Acting With Precision

Enterprise Feedback Management (EFM)Capturing the Why

Voice of the CustomerOpinions

Needs & DesiresPreferences

MoodsSatisfaction

Customer DataLocation

CharacteristicsInteractions

Other “Enlightenment” DataClick streamsNotes/text/unstructured(Geo)demographics

� A centralized system that allows organizations to fully engage with their current or prospective customers…

� through targeted feedback programs or by asking questions during naturally occurring interactions and…

� to utilize that information throughout the organization to drive customer-centricity and business improvement.

SPSS Supports Enterprise Feedback Management (EFM)

� Increased quality, frequency and quality, frequency and

valuevalue of customer interactions with

very little marginal cost

�� Feedback cycles are greatly Feedback cycles are greatly

reducedreduced so action can be taken in a

timely manner

� Data collection process is process is

standardizedstandardized with necessary

compliance oversight compliance oversight

� Consolidation on a central feedback

platform saves money and allows saves money and allows

integrationintegration with IT infrastructure

�� One survey for all respondentsOne survey for all respondentsacross all channels with a single

system asdfasdf

�� Immediate, accessible insight Immediate, accessible insight

across all modes and channels blah blah

� Single feedback system providing

secure access to data and surveysecure access to data and survey

toolstools across the enterprise

�� Single feedback systemSingle feedback system for all

survey needs with centralized control control

over survey assetsover survey assets

EFM DELIVERS SPSS PROVIDES

One Survey for All Touchpoints

Online By Phone In Person On Paper

True Multi-Modal Data Collection

Single Platform for all Feedback Needs

Data

Research ToolsSecurity

Assets

0%

10%

20%

30%

40%

50%

60%

Excellent Very Good Good Fair Poor

Insight Delivered

Online or DesktopAny language

SecurePresentation Ready

Secure access to tools and individual research projects

on desktop or via webDeliver insight tokey stakeholders

quickly to incorporate feedback in decision making process

Collection

OnlineBy PhoneIn Person

Any Language

Authoring

Author once, Field everywhere,In any language

Analysis and Integration

Accessible to non-survey expertAssets centralized and reusedPower and flexibility behind an

intuitive interface

Secure data storageSingle system for all modes

Single survey for all modes and all languages

Data available for real-time analysis

Incorporate survey data with any other data sources

Questions?

Jane Hendricks

Product Marketing- DimensionsSPSS Inc.

Chicago, IL

P. 800.543.2185 extension 3026

e-mail: jhendricks@spss.com

website: www.spss.com