Creating a Customer Relationship Program

Challenge: Company traditionally depended on its agents to maintain a relationship with current clients. They (mostly) did not. Create a system which would begin ensuring a rudimentary relationship-building program for current clients.

Actions: Created a tiered contact management plan based on client segmentation. Used pilot effort to justify a budget for relationship-building contacts that would "leaven" cross-sell contacts. Contracted for custom newsletter. Created interactive software system to provide alerts and tracking of client contacts, including newsletter follow-up calls, annual reviews, (gift) address labels and birthday cards.

Results: Strengthened bond with company to offset effect of high sales force turnover. Increased persistency 9% in targeted households. Contributed to high cross-sell rates of targeted marketing campaigns. Retargeted scarce sales time/effort to most productive households among clients, which were traditionally an underutilized source of above-average prospects.