Slovenská sporiteľňa invests in customer relationships with SAS® predictive analytics
Marketers and business owners alike dream of operating in a free market in which their products sell themselves effortlessly. But in today's competitive markets, visions of rapid success can quickly turn into nightmares.
In Slovakia – and across the world – markets have grown saturated and mature. Direct-mail campaigns that segment clients based on a handful of variables lack the impact they once had. Consumers toss aside the overwhelming volume of generic offers they receive daily. And in increasing numbers, many opt out of receiving offers that are irrelevant to their specific preferences and needs.
Using SAS for predictive analytics, Slovenská sporiteľňa rises above the din of its competitors, examining client information to predict an individual's future behavior. Such insight helps the bank make wise decisions quickly about which products to offer a particular individual.
"Our bank has the largest number of customers in Slovakia," says Pavol Čelko, Head of Management of Target Groups, "and we therefore do not want to gamble with their satisfaction and loyalty by sending offerings which fail to conform to their personal needs and circumstances."
Slovenská sporiteľňa understands the profound value of knowing each and every one of its customers. So it turned to SAS for help. With SAS, the bank can analyze customer behavior, predict future behavior and offer clients products that best meet their needs.
Analyzing the information mined from the data mart allows the bank to spot behaviors or trends common among customers on the verge of moving to a different bank. So-called "retention models" provide the basis on which the bank can decide when (and when not) to intervene to retain a customer.
Better information, better decisions
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
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Pavol Čelko, Head of Management of Target Groups
Gain competitive edge in a crowded market by building more personal, one-on-one relationships with customers
Greater savings, earnings by making the right offers to the right customers at the right time; reports available in hours, not weeks; better decision support about when and if to turn a campaign
“ In the past, it would have cost us much more money to achieve the same campaign results we get today with SAS. ”
Head of Management of Target Groups