Which? takes control of their customer experience

13 February 2006 -  SAS, the market leader in business intelligence software, today announced that Which? has recently gone 'live' with the latest release of its marketing automation solution delivered on the independently acclaimed SAS9® Intelligence Platform.

Which? identified a need to further enhance its customer-focused marketing capability and the management team realised that a critical success factor in achieving this would be to take full control of the Which? customer experience by empowering its marketers and removing the existing dependence on both external service providers and the IT function.

"One of the key areas of focus was to implement a fully integrated technology environment that incorporated data quality, predictive analytics and automated reporting in support of our marketing capabilities" said Marco Vinaccia IT Director at Which?.

A key component required by Which? was the provision of a single customer view that could be accessed simply and efficiently through a user-friendly interface. A further requirement was for an application that could support complex time-sensitive and behaviour-sensitive marketing campaigns. The capability to prioritise multiple customer contacts and then deliver automated follow up communications was also critical.

"The organisational changes we have made together with the investment in new intelligent marketing capability have provided Which? with a more streamlined and nimble organisation that is able to take advantage of marketing opportunities as they arise, yet remain safe in the knowledge that the basis of all they do is via detailed insight about the consumers they serve" added Chris Gardner, Marketing Director at Which?.

"The marketing tools are now where they should be; in the hands of the Which? marketing department," commented John Dalton, CEO for SAS UK. "Not only can the team simply and effectively plan, create and execute campaigns they can also, and perhaps more importantly, take responsibility for owning the entire customer experience."

About the Consumers Association
Consumers Association (CA) known as Which? is an independent not-for-profit organisation which researches and campaigns on behalf of consumers. With over 950,000 members, they are the largest consumer organisation in Europe. CA supports and protects the UK public by providing an independent view on a variety of subjects through a range of services including a help line, magazines and online services. It also provides its members with a unique service of unlimited access to some of the best consumer lawyers in the UK.

For further information please visit: www.which.co.uk

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