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MORE TH>N Supports CRM Strategy With A Centralised Marketing Database

Identex, a leading provider in customer management solutions, today announced that Royal & SunAlliance has selected Identex to play a vital role in the building of the new MORE TH>N retail brand. Identex has delivered the marketing department a complete view of its two million existing customers through deployment of a centralised marketing database solution as part of its drive towards marketing automation and CRM.

Launched on June 16th, MORE TH>N serves the needs of the Royal & SunAlliance’s customers across general insurance, life and investment business, and offers direct services via the Internet and telephone to customers throughout the UK. The main aim is to establish MORE TH>N as one of the UK’s leading providers of direct-to-consumer personal financial services solutions.

MORE TH>N has a projected growth of 400,000 new customers each year with an average of three products per customer by 2005, to achieve this, a new approach to marketing automation was required.

With over a decade of experience working with Royal & SunAlliance, Identex was approached to deploy the marketing database systems that would enable MORE TH>N to work towards its emerging CRM strategy. “The Identex marketing database solution has enabled us to build and maintain a full and accurate picture of our direct customer base, effectively supporting our marketing operations,” explains Customer Database Manager at Royal & Sun Alliance, Ian Dawson.

Identex initially embarked upon a consultancy and analytics programme, the results of which would contribute to the overall shaping of the MORE TH>N brand. The resulting marketing database solution is now accessed by 20 users split across two sites in Horsham and Liverpool.

Dawson continues, “The Identex solution is an important element of meeting our business strategy and delivery of the customer promise associated with the MORE TH>N brand. In particular it is our intention to understand our customers in terms of our previous dialogues with them and their policy holdings so that we can effectively provide more relevant and personally tailored communications to them in the future.”

Managing Director at Identex, Tim Pottinger comments, “Effective customer management is essential to the long-term success of the MORE TH>N brand. The rapid advances in CRM demands that customer management strategies are reappraised on a regular basis, by combining consultancy and analytics with our solution we have been able to offer Royal & SunAlliance a stable customer management platform capable of growing as the company and market develops.”


About Identex

Headquartered in Crawley, West Sussex, Identex has a strong portfolio of software and services, which span five main areas: eCampaign Management, Database Management, Global Data Quality Management, Analytics and Consultancy. A sub-brand of The Computing Group, its customers include British Telecom, British Airways, CGNU, Halifax Group Plc, John Lewis Partnership, Abbey National, Daimler Chrysler Royal & SunAlliance. Further information is available from http://www.identex.co.uk

Editor’s Contacts

Interviews, photography and further information are available from Graham Thatcher or Juliette Doel at MCC International.

Graham Thatcher/Juliette Doel
MCC International Ltd
Tel: 01962 888100
Email: graham.thatcher@mccint.com
juliette.doel@mccint.com

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