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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.

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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.

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