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Korea firm banks on SAS for customer service

Veronica C. Silva | April 5, 2011
SAS Analytics installed for Hyundai Solutions customer marketing.

MANILA, PHILIPPINES, 5 APRIL 2011 - Korea's Hyundai Solutions has recently installed a business application aimed at attracting high-profile customers that are expected to drive profits.

Hyundai Securities said it is using SAS Customer Intelligence as part of its marketing strategy to attract their "VIP customers" and ensure that these customers get the service they require.

The SAS Customer Intelligence, a platform for integrated marketing management, is the basis of Hyundai Securities' Customer Segmentation system for its customer marketing.

SAS Analytics helps Hyundai Securities design a companywide VIP customer management program and a new customer welcome program.

Statistical models

SAS Analytics' capabilities help Hyundai Securities recommend products to their customers through statistical models generated with the help of the SAS application.

Seung-Gwon Park, customer marketing team director, Hyundai Securities said they hired a marketing research firm to test the accuracy of the results obtained from using the SAS Customer Intelligence solution.

"SAS' analysis turned out to be very accurate," said Park. "For example, SAS Customer Intelligence estimated new customers brought in by the sales team to be about 10 per cent, and the quantitative survey of 1,000 customers found this to be accurate."


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