Global 100 Insurance and Financial Services Provider
Challenge
Use enhanced customer information to drive retention and expansion of existing customer base internal and external sources
Establish direct channel for consumer products and drive rapid growth through targeting and personalization
Create a global CRM centre of excellence to support their worldwide business units
Tasks and Approach
Establish corporate customer data warehouse that creates a common view across all channels and products
Deliver a sophisticated analytic environment to profile customers, brokers, and their behaviour for lead optimisation
Create links to outbound sales force system and telemarketing centre
Develop a strategic implementation plan for deploying regional CRM systems to a global audience
Prototype new technologies (e-measurement, GIS)
Results
Analysis of cross-ownership profiles for up-sell targeting generated over $100 million
Data-driven lead ranking that improved quote-to- booked ratio by 48% quarter-to-quarter
Closed-loop information flow allowed test & measure of product and message personalization
Rapid adoption of CRM findings worldwide - notable Asia expansion
Continued leadership in CRM opportunities
