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Corporate Express Aims to Improve Customer Loyalty

The wholesale supply industry faces vastly different obstacles compared to the retail industry when it comes to customer satisfaction. For example, business-to-business wholesalers - such as Corporate Express - lack actual store space for customer interaction and rely heavily on engaging customers at the beginning of the online or catalog sales cycle, and monitoring purchasing behavior throughout to ensure they retain satisfied customers. To help enhance customer retention and loyalty, Corporate Express asks SPSS predictive analytics to give the organization a complete view of their customers' purchasing behavior, starting at the beginning of the sales cycle. This information will be used by the sales force to better serve customers. "SPSS predictive analytics provides our organization with a sophisticated and strategic way to view our customer data and improve overall satisfaction," says Matt Schwartz, director of Business Analysis for Corporate Express US. "We are able to ensure our customers are steered on a path from satisfaction to loyalty. We're also now able to open up data insights that were just lying beneath the surface, ultimately helping our organization improve the bottom line." In the future, Corporate Express plans to use SPSS predictive analytics for market-basket analysis to identify customer cross-selling opportunities on its Web site, furthering an improved overall customer experience.  
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