Hong Kong (June 22, 2006) – SAS, the leader in business intelligence, announced today that Sun Hung Kai Financial, one of the largest and longest established Hong Kong financial services groups, has selected SAS Customer Relationship Management (CRM) Solution to improve its return on investment and increase both its profitability and market share.
The Group is aiming to extend its wallet share and generate more revenue by matching its financial products to individuals’ needs.
“We looked for a solution that amplifies the return on marketing investment by enabling an organization to have better insights regarding customer behaviour and respond more swiftly to time-critical marketing opportunities,” said Rebecca Neufeld, Head of Strategy and Corporate Marketing of Sun Hung Kai Financial. “We chose SAS as it can provide a total integrated customer intelligence solution that builds on SAS’ deep industry and domain expertise and its best-in-class technology. With its proven track record of success in the financial services
industry in Hong Kong and Greater China, we are confident SAS understand our needs.”
SAS has developed a complete roadmap for optimizing Sun Hung Kai’s CRM strategy, from customer profiling to predicting customer behaviour and implementing effective marketing campaigns. The first stage will start with establishing customer centric profiles, allowing Sun Hung Kai to identify the most profitable customers – a vital step before drawing up tactics for boosting the effectiveness of database marketing. The initial process will take about three months.
“Successful CRM implementation always starts with the power to know about customers,” said Edvan Chan, General Manager, SAS Hong Kong and South China. “By using cleaned customer data and advanced analytic technology, predictive marketing such as cross-selling and up-selling can be executed, and marketing campaigns can be delivered to the right customers at the right time through effective campaign management.”
SAS CRM solution is built upon the open-standards-based SAS®9 platform, and can be readily integrated with an organization’s current infrastructure to add maximum value to existing investments. SAS Customer Intelligence also integrates with SAS solutions for other vital corporate functions including compliance, risk management, and performance management.
About Sun Hung Kai Financial
Sun Hung Kai Financial is one of the leading financial services companies in Hong Kong. The group currently has over US$600 million in assets under management, more than HK$30 billion in clients assets and about HK$6.0 billion in shareholder funds. Its three focus areas are wealth management (incorporating brokerage and other investment services), fund management and corporate finance. It employs over 900 dedicated professionals, has an online trading service, 4 branches in Hong Kong and 1 in Macau and has been operating in Hong Kong for more than 35 years.
About SAS
SAS is the leader in business intelligence software and services. Customers at 40,000 sites use SAS software to improve performance through insight into vast amounts of data, resulting in faster, more accurate business decisions; more profitable relationships with customers and suppliers; compliance with governmental regulations; research breakthroughs; and better products. Only SAS offers leading data integration, intelligence storage, advanced analytics and traditional business intelligence applications within a comprehensive enterprise intelligence platform. Since 1976, SAS has been giving customers around the world The Power to Know®.
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