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Allianz Cornhill revamps database for increased DM

LONDON – Financial services firm Allianz Cornhill is using a CRM drive aimed at boosting revenues across its products, including Green Flag, and Legal and Home Assist.

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The financial services group's customer database was rebuilt a year ago by WWAV-owned marketing services firm Identex.

The records have been segmented and profiled to provide behavioural and geo-demographic information as well as showing how recently and frequently customers renewed or used its products.

The information will allow the financial services giant to cross-sell its home and car products to customers and prospects.

Mike Hayward, direct marketing manager at Cornhill, said: "We are now able to derive significant additional revenues because we can identify potential up-sell and cross-sell opportunities for motor and home policies, and additional products such as Green Flag, Legal and Home Assist."

He added: "Early reports from our call centre show that the new campaigns are generating good results."

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