BeStUSeoFDAtA
FoRAFinAnciALinStitUtion
ShoRtLiSt
Barclays WinneR
BlackSun Moreth>n
Life’sRewards StephensFrancisWhitson
personalcustomerManager
Barclays
ehSBrann Insuranceisaverytoughmarketwithnearly00providersandaraftof
in-houseoBtMcustomer aggregators,creatingaconsumerperceptionthatthecheapestdealisfoundby
optimisation switchingeveryyear.Totacklethis,thecompanyusedresearchandinsightto
developadata-drivenservicepropositionwhichimprovedrenewaland
SkiptonBuildingSociety cancellationrates.Thejudgeswereveryimpressedbythefocusoncustomer
callcreditMarketingSolutions satisfactionandthewaytechnicalandoperationalresourceswerecombined.
customerValueSegmentation2008 Marketresearchshwedthatcustomershatecallcentres,longwaitingtimes,
slowcallbacksandtheneedtorepeattheirproblemtomultiplecallhandles.
Existingcustomerswantedtobetreateddifferentlyanddidnotfeeltheywere
rewardedfortheirloyalty.
Tocounterthis,apilotprogrammewasdevelopedcalledPersonalCustomer
Manager.Inthis,60,000motorandhomeinsurancepolicyholdersweresentan
emailprovidingthemwithanamedpersonalcontactatthebusiness.Aftera
four-monthtrial,resultswereanalysedtoidentifytheimpactonrenewal,mid-
termcancellationandcross-sell.MoreTh>n’scustomersegmentationwasalso
appliedtoidentifyhowPCMcouldbetargetedatthemostvaluablegroups.
Fromthis,thechallengeofback-enddatamanagementwasundertaken.This
requiredbalancingofthenumberandvalueofcustomersassignedtoeach
PCMbyproductandchannel.Dailydatatransfersintothecallcentreare
necessarytoensurethemanagershaveup-to-dateandrelevantinformationon
thecustomerstheyarehandling.
Thisdatabaseisalsousedforcampaignselectionsbymarketing.
Personalisedemailsfromthemanagerhavea22percenthigheropenratethan
thecontrol.Thedatabaseistreatedlikeanaccountingsystem,withcustomers
countedinandout,withthemixadjustedascustomersormanagersleave.
Theprojectachievedupliftincustomersatisfactionmetricsofbetween5per
centforvalueperceptionandpercentforfamiliarity.Critically,motor
renewalraterosetoanindexof120forcustomersassignedaPCMand105for
homecustomers.Mid-termcancellationratesamongnon-PCMcustomerswere
indexedat9abovethoseinthescheme,whilevaluebycustomerroseto168
forregisteredcustomers.
Sponsoredby:
GBGRoUp
Themostsuccessfulorganisationsrecognisethevalueofunderstandingyourindividualidentity-whoyouare,whatyou
needandwhatyoulike.GBcombinesthisconceptofidentitywithtechnologytocreateanenvironmentoftrustsothat
organisationscanconnect,communicateandtransactwithconsumerssafely,responsiblyandprofitably.Wecallthis
identitymanagement.GBoffers:
a71IdentityVerification-combatingIDfraud,moneylaunderingandunder-agegambling
a71IdentityCaptureandMaintenance-providingaccurateandup-to-datecustomeriinformationforyourcontactstrategy
a71IdentityAnalysis-understanding,targetingandretainingprofitablecustomers
DAtAStRAteGYAWARDS2009|9
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