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

"We looked for a solution that amplifies the return on marketing investment by enabling an organization to have better insights regarding customer behaviour and respond more swiftly to time-critical marketing opportunities," said Rebecca Neufeld, Head of Strategy and Corporate Marketing of Sun Hung Kai Financial. "We chose SAS as it can provide a total integrated customer intelligence solution that builds on SAS' deep industry and domain expertise and its best-in-class technology. With its proven track record of success in the financial services industry in Hong Kong and Greater China, we are confident SAS understand our needs."

SAS has developed a complete roadmap for optimizing Sun Hung Kai's CRM strategy, from customer profiling to predicting customer behaviour 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 - a vital step before drawing up tactics for boosting the effectiveness of database marketing. The initial process will take about three months.

"Successful CRM implementation always starts with the power to know about customers," said Edvan Chan, General Manager, SAS Hong Kong and South China. "By using cleaned customer data and advanced analytic technology, predictive marketing such as cross-selling and up-selling can be executed, and marketing campaigns can be delivered to the right customers at the right time through effective campaign management."