Additional Information


Content

Marketing Society CRM award goes to More Th>n

LONDON - Insurer More Th>n won the Customer Relationship Marketing prize at the Marketing Society Golden Jubilee Awards last night for an initiative that improved retention rates.

Share this article

More Th>n's marketing director Pete Markey was also recognised as Marketer of the Year.

The insurer's CRM programme was born out of its desire to maintain a two-way dialogue with customers and drive increased profitability by placing emphasis on service and satisfaction.

It decided to offer every customer a named contact within the customer service team who would deal day-to-day with their requests and could be reached on a personal direct line and email address.

Implementing the Personal Customer Manager programme required training staff and re-engineering its customer communications plan.

After a pilot programme delivered double-digit improvements to retention rates, Personal Customer Manager programme was made part of More Th>n's core offering.

More than 1.3m customers were told about the Personal Customer Manager programme through an email and direct mail campaign inviting them to register.

More Th>n later placed it at the heart of its 'More is...' brand campaign by advertising the service on TV in a bid to attract new business.

Stephens Francis Whitson, the insurer's below the line agency, shared the win with its client.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Back to top ^