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Hyundai Securities To Improve Customer Marketing By Using SAS Customer Intelligence Analytics

By Calvin Azuri
TMCnet Contributor

Hyundai Securities, one of Korea’s biggest financial institutions is utilizing SAS Customer Intelligence for its Customer Segmentation system, which is used for customer marketing across the company. The company plans to target and cater to VIP customers to increase its retail profits. The company is utilizing SAS Analytics to design a new customer welcome program, and a VIP customer management program. It will employ statistical models that will help it to recommend products to its VIP customers, based on analysis of the individual purchase preferences of each customer.

In a release, Seung-Gwon Park, Hyundai Securities Customer Marketing Team Director, said that "After building the Customer Segmentation system, we commissioned a marketing research firm to conduct a phone survey and focus group to test the accuracy of the insights delivered by SAS (News - Alert) Customer Intelligence. SAS' analysis turned out to be very accurate. For example, SAS Customer Intelligence estimated new customers brought in by the sales team to be about 10 percent, and the quantitative survey of 1,000 customers found this to be accurate.”

Hyundai Securities will also create a customer loss tracking and alert program to efficiently reduce customer churn. It will use SAS Customer Intelligence for fine-tuning its existing customer attrition models to identify the main reason for customer attrition. The company will use its customer management system to proactively identify potential customer attrition issues at its individual branches to combat customer loss.

SAS, founded in 1976, is a leading provider of analytics software and services. It is the biggest largest independent vendor of business intelligence solutions. SAS products are deployed at over 50,000 sites in more than 100 countries, which includes 93 of the top 100 companies listed on the 2010 FORTUNE Global 500. SAS has 400 offices in over 50 countries and employs more than 11,000 people. For more information on SAS, please go to www.sas.com.