Business intelligence firm SAS announced on Friday that Sun Hung Kai Financial, one of the largest and longest established Hong Kong financial services groups, has selected SAS Customer Relationship Management to improve its return on investment and increase both its profitability and market share.
The group is aiming to extend its wallet share and generate more revenue by matching its financial products to individual needs.
SAS has developed a roadmap for optimizing Sun Hung Kai’s CRM strategy, from customer profiling to predicting customer behavior and implementing effective marketing campaigns. The first stage will start with establishing customer centric profiles, allowing Sun Hung Kai to identify the most profitable customers. The initial process will take about three months.