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Telstra wins global SAS Excellence Award

Australia’s leading telecommunications carrier applauded for innovative use of business analytics in pursuit of superior customer service objectives

SYDNEY, Australia  (Apr. 13, 2010)  – Telstra Corporation is one of four companies to have been honoured with this year’s SAS Enterprise Excellence Award.  SAS is the leader in business analytics software and services, and the award was presented at the company’s Global Forum in Seattle this week by SAS co-founder and CEO Dr. Jim Goodnight.

The award was accepted for Telstra by Kate McKenzie – Chief Marketing Officer – and Sandra Hogan – Director of Customer Intelligence.
Other awardees chosen this year from submissions worldwide were the UK-based Lloyds Banking Group, Canada Post and GE Rail Services of the US.

The SAS Enterprise Excellence Award recognises organisations that demonstrate the most effective uses of SAS® software, particularly those that optimise performance and help decision makers across the enterprise to act with greater confidence.

In the words of Dr Goodnight’s citation, “Telstra was selected because it displays all the characteristics that distinguish winners of this award.  You act swiftly to address challenges, use technology in innovative ways to solve business problems, and focus on meeting the needs of your customers”.  Telstra has been a user of SAS analytics and business intelligence solutions for more than 20 years.

Telstra has Australia’s largest marketing analytics environment and recently completed upgrading its system to improve the speed, granularity and consistency of analytics that drives its marketing efforts.

As Kate McKenzie explained, “This initiative is a key plank in our ongoing commitment to improving the service we give our customers.  It is perfecting the science behind our marketing offers and is part of our continuous refinement of Telstra’s Market Based Management approach.

“Our customers’ time is precious and they want value for money.  With the new system, we are able to better understand how our customers are using their telecommunications services, assess their needs more quickly, and offer the most appropriate products to suit them.  All of which, of course, adds up to an improved customer experience.”

She added that the new initiative is expected to produce an up to 15 per cent improved strike rate across some outbound marketing campaigns.

The work done by Telstra leading to this award involved Australia’s first migration to the SAS 9.2 Enterprise Intelligence Platform which provides the core components of the SAS Business Analytics Framework and dovetails with the Teradata database.

Congratulating Telstra at the local level, SAS Australia & New Zealand Managing Director Gordon Clubb noted that, “Together with the support of our alliance partner, Teradata, SAS was able to position an enterprise data architecture vision for Telstra rather than just product functionality”.

Information about the SAS Business Analytics Framework may be found at – 

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