experian qas webinar - how saks leverages better customer data
DESCRIPTION
Kakoli Seal, VP of Customer Insight & Database Management from Saks Incorporated, was invited to talk about the experence of improving clienteling and streamlining operations with address verification.TRANSCRIPT
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Confidential and proprietary.
How Saks Leverages Better Customer Data
Improve Clienteling and Streamline Operations with Address
Verification
March 23, 2010
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Agenda
Welcome and introductions
The data challenge for retailers
Q&A with Kakoli Seal, Saks Incorporated
Experian QAS product demonstration
Questions from the audience
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Featured Speakers
Kakoli Seal, VP of Customer Insight & Database Management, Saks Incorporated
Chris Lindsey, Senior Account Manager, Experian QAS
Courtney Fulton, Marketing Programs Specialist, Experian QAS
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QASCustomer data quality at point of capture
Customer data quality software and services
Captures, validates, cleanses, standardizes and enriches customer contact information, including:
Postal address
Email address
Phone
11,000 customers worldwide
More than 1,700 customers in North America
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Retailers’ data challenge
Shoppers today think carefully about each and every purchase
Retailers need to maximize every touch point with an individual customer by:
Understanding frequent shopper profiles, preferences, behaviors – implementing clienteling strategies
Capturing accurate contact data for future communication
. . . without impacting the customer’s checkout experience
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Question #1: Can you introduce yourself and tell us a bit about Saks Incorporated?
Kakoli Seal, VP of Customer Insight & Database Marketing
Responsibilities include:
Advanced Analytics
Standard Reporting – KPI, Dashboard, OLAP Cubes
Marketing Campaign Execution and Response Analysis
Saks Incorporated
53 Saks Fifth Avenue stores
55 Saks Fifth Avenue OFF FIFTH stores
www.saks.com
Flagship store opened in 1924
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Question #2: Let’s talk about your Customer Data Warehouse initiative.
Building Customer Data Warehouse (CDW) that aggregates all customer information
Includes address and other contact information
Helps Saks to create a single “360 ” view of each customer
Supplies data to enterprise-wide systems (in store, web, etc.)
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Question #3: How is address information used by different departments?
Address information used by:
Store associates in clienteling efforts
Marketing department for catalog mailings, special offers
Call center reps/ customer service reps
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Question #4: What are the implications of bad address data for Saks?
Dollars wasted on expensive catalogs and mailings that cannot be delivered
Costs associated with re-processing and re-sending returned packages/ mail
Multiple customer accounts created, meaning that purchase history and contact information may be incomplete or inaccurate
Operational inefficiencies related to identifying, correcting and completing bad data
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Question #5: How did you go about solving this data quality problem?
Solved in stages
Stage 1:
QAS integrated into external website (www.saks.com), used by customers and call center reps
Stage 2:
QAS products selected to combat POS issues
QAS Pro verifies addresses as they are entered at POS
QAS de-duping tool identifies and prevents creation of new duplicate customer accounts
Now verifying contact data across all entry channels, augmenting CDW efforts
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Question #6: Where is address information captured?
Customer service representatives
Customers Store associates
eCommerce site Call center Point of sale
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Question #7: How did address errors enter your system?
Customer address information was previously captured in free-form fields at POS
Mistyping/ mistakes
No ability to verify address with customer engaged
Large numbers of duplicates created
Some addresses were completely unrecoverable - worthless
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Question #8: Tell us about the implementation and rollout effort.
Retaligent integrated QAS into POS system
Customer-Centric Ambassador (ccA) Clienteling tool
Rolled out to all stores about 2 years ago
Associate adoption and learning curve
QAS is always presented; associates can choose to bypass
However, associates have address entry goals at the store and department levels
Goals based on number of transactions and interactions with registered customers
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Question #9: What does the interface look like?
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Question #10: What results have you seen with QAS products?
Streamlined operations
Less re-work reliance on back-end to recover, correct, standardize addresses
Higher level of confidence in customer data
CDW is more robust and more accurate, improving efforts across departments that use information.
Immensely useful in accurately consolidating customers from online and off-line systems
Improved clienteling efforts
Associates leverage more accurate data that moves from CDW into CCA tool
More efficient data entry at POS
Ability to identify customer account and verify or enter addresses in fewer keystrokes
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QASProducts & services
Real-time verification Clean & enhance
MatchIT De-Duplication (PC Based)
QAS Batch (PC Based)
QAS Bulk Processing (Web Based)
Phone & Email Batch(Service)
NCOA Move Update (Service)
Address
QAS Pro (PC Based)
QAS Pro On Demand (Software as a Service)
QAS Pro Web (Web Based)
QAS Pro API (Integration Toolkit)
Phone and Email
QAS Phone (Service)
QAS Email (Service)
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Please visit www.qas.comfor more information.