The Challenge United Friendly (now Royal London), a traditional financial services company operating through a network of local branches and cash collectors, required a solution to cross sell products and maximise customer value. The Solution A database driven relationship building strategy. We developed a segmented contact strategy driven by customer status, that sought to build and develop relationships to retain and reactivate customers with best potential. We also used the model to provide quality leads to the branch network and facilitated a sales programme for the sales staff. The Result Fantastic! We significantly increased contribution of the existing customer base through upsell and cross sell of product, reduced churn and successfully reactivated dormant customers. Additionally, the support given to the sales force helped to define opportunities and focus their activity more effectively.

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