Hong Kong Group Banking On SAS For CRM Help

Business intelligence vendor SAS has announced that Sun Hung Kai Financial, one of the largest and longest established Hong Kong financial services groups, has selected SAS Customer Relationship Management (CRM) to "improve its return on investment and increase both its profitability and market share," according to SAS officials.

The Group is aiming to extend its wallet share, officials say, and generate more revenue by "matching its financial products to individuals' needs."

Rebecca Neufeld, Head of Strategy and Corporate Marketing of Sun Hung Kai Financial noted that SAS has a "proven track record of success in the financial services industry in Hong Kong and Greater China," which didn't hurt them in the selection process.

For their part, SAS has developed a complete roadmap for Sun Hung Kai's CRM strategy, from customer profiling to predicting customer behavior and implementing 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 in drawing up tactics for boosting the effectiveness of database marketing. The initial process will take about three months.

Edvan Chan, General Manager, SAS Hong Kong and South China noted that by using cleaned customer data and advanced analytic technology, "predictive marketing such as cross-selling and up-selling can be executed."

SAS's CRM product is built upon the open-standards-based SAS 9 platform, and can be readily integrated with an organization's current infrastructure.

David Sims is contributing editor for TMCnet. For more articles please visit David Sims’ columnist page.

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