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Case Studies


How Which? got closer to its customers

How Which? got closer to its customers

SAS business solutions specialist Amadeus Software helped Which? develop a more agile and scalable Customer Relationship Management (CRM) system which immediately began delivering a return on investment, cut data processing time, generates valuable, highly targeted marketing data about customers and will pay for itself within 12 months.


Consumers champion Which? used to be purely a monthly magazine subscription-based business, with multiple customer interactions, and their marketing data focused on acquiring subscription-based customers. As the consumer landscape changed, an online offering was developed and customers began to access Which? information and services in many different ways.

Which? recognised it needed to become more agile, developing a wide range of alternative products – including the switching service and one-off mortgage advice – around its core offering of consumer advice. However, the existing information and data infrastructure at Which? was often too inflexible to cope, and this necessitated a re-appraisal of business information and data.


Which?’s new product portfolio demanded a different customer relationship. But to deliver the business agility they required to respond to customers more effectively, Which? needed to re-engineer their data and business processes.

Which? had an SAS business intelligence application which it used to consolidate customer information into a Data Warehouse, where it could be analysed and accessed for various marketing and communication activities.  But, the existing infrastructure could not effectively respond to the changes and it did not have the expertise in-house to fully exploit the SAS application.

Another important aspect was factoring in the fact that as Which? grows, it will inevitably develop and change to the extent that it is impossible to foretell precisely what Which? will be doing in five years’ time.

To undertake the complex data infrastructure re-engineering - designing an architecture to support the business going forward and making its customer data structure more customer-centric, rather subscription-centric - Which? brought in SAS business solutions specialist Amadeus Software.


Amadeus installed an SAS® Customer Intelligence Solution, with an architecture that means all that the Which? CRM team now has to worry about is where data fits, not if it fits.

Amadeus also provided expert training and support to Which? staff regarding data integration, so that they could make the best use of the SAS Business Intelligence software.


Data processing times have been cut from days to hours and the system delivers valuable, highly targeted marketing data about the consumer rights champion’s customers.

As well as improving the time it takes to process data, the new CRM system also enables much more to be done with the same head count - some processes that previously had to be outsourced are now handled by Which? staff.

The information that Which? can now extract out of its new data warehouse gives the organisation a better and deeper understanding of customers and make marketing far more relevant, personalised and effective. 

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