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British Gas using analytics to build deeper customer relationships

SAS® helps British Gas to drive revenue through becoming a customer centric organisation 

11 March 2014 - British Gas, one of the UK's biggest energy suppliers, will be using high- performance analytics to offer its customers more relevant products thanks to technology provided by SAS, the global leader in business analytics. As well as increasing the depth of customer relationships, the solution will deliver significant benefits through improved marketing efficiency.

Combining the best SAS reporting and analytics capabilities, British Gas is implementing a solution that will optimise outbound marketing campaigns and help the company make the most of every customer interaction. Insight from data gathered will also provide input into the overall strategy to become a customer-centric organisation, through greater understanding of customers and improved customer loyalty. The analytical capability is being provided as a service by SAS working alongside British Gas.

Steve Thomas, Head of Campaign Decisioning at British Gas, said: "We're looking to improve the response rate to campaigns by using analytics to tailor our offer to each individual customer. Ours is a highly competitive market, and we want to better understand our customers through improved analytics. SAS helps us enhance our marketing campaigns and shape the British Gas goal of becoming a customer-centric organisation. All this can be managed through our relationship with SAS who provide us with a service that perfectly complements our existing processes."

Mike Pell, executive director, SAS UK & Ireland, commented: "Meeting customer needs is a major challenge for energy providers and one of the reasons is the lack of insight to deliver what customers really want. In a sector as competitive as energy, it's crucial that companies like British Gas are able to collect and analyse consumer data to give them the power to know more about customer preferences."

Marketing analytic solutions from SAS offer the processes and technologies that allow marketers to plan, coordinate and evaluate the success of their marketing initiatives. By putting data in the hands of business users marketing programmes become more effective and the organisation more efficient in execution.

SAS solutions deployed by British Gas:

  • SAS® Marketing Optimisation is a comprehensive solution designed to deliver the highest return-on-investment by revealing how to make the most of each individual customer contact – while taking multiple business variables into consideration. True mathematical optimisation lets users accurately predict how constraints will affect overall contact strategy, so that common problems like over- or under-contacting customers and budget overspending can be avoided.

  • SAS® Visual Analytics enables organisations to easily map out and understand analytic insights and share those with employees and customers across the business. It delivers rapid in-memory analysis for quicker analysis, and interactive dashboards for reporting in-depth data visualisation.

-ENDS-

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 65,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know® .

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