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A trusted partner

Tao Ailei | June 29, 2015
The primary focus for SAS is to build strong and long-lasting relationships with its customers; and its key strategy is proactive and consistent engagement across all customer touch points.

The Next Phase

As a market leader in analytics, SAS intends to forge ahead and be the vendor of choice for the next generation of analytics, data and visualisation software.

"We see the democratisation and monetisation of Big Data with visualisation as being the first step in that monetisation. In the past, the use of analytics was often limited to the experts, but visual analytics make it accessible to everyone in the enterprise — from the CMO to front-line staff," said Fong.

He noted that SAS customers who are making visualisation of analytics standard across the end-users say it has changed the culture in their companies, where it has become more about the questions than the answers.

"People have become more inquisitive, they can ask any question they want at will. They are discovering questions that were never asked," said Fong. "This sort of discovery creates innovation, and that innovation creates fulfillment among staff when they see the result. And ultimately it improves the customer experience."

Lee Wenyong & Co, a Singapore-based HR Analytics firm is Singapore's first SME to deploy SAS Visual Analytics to help their SME customers make significantly better-informed business decisions around performance management.

To engage with customers, SAS runs regular workshops, and training & education sessions for customers. Another avenue of customer engagement is the SAS User Group, which has grown to more than 4,500 members. This group regularly organises talks and events which create opportunities for SAS customers to network and interact with Business Analytics professionals to share ideas and best practices in the use of analytics. Quarterly workshops and seminars are run to provide online content and forums to encourage sharing of information amongst SAS users.

Finally, SAS has taken the longer term goal of supporting its customers by alleviating the industry shortage of analytics talent. SAS has been working with IDA and local Institutes of Higher Learning to provide academic programs, to facilitate industry attachment programs, and to develop and enhance analytics capabilities for local students and professionals. SAS was one of the first partners for the IDA Company-Led Training (CLT) program and has provided fresh graduates with fast-track training via the SAS Business Intelligence and Analytics program since March 2012.

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