Insurance company Allianz UK is pooling its customer database into a system which will provide “millions in extra sales” through a single customer view programme.
Designed and built by Celerity, the database will be run by a marketing automation software platform supplied by Neolane.
The platform utilises the single customer view (SCV) to gain a profile of the customer, identify their interests and behaviours. It uses this intelligence to generate personalised/one-to-one next-best communications and marketing offers.
Allianz retail division offers a range of products, including pet insurance protection to over 1 million UK households.
James Horsburgh, marketing database manager at Allianz, claims the deal will create “millions of pounds in extra sales” by enabling the company to generate more personalised marketing campaigns.
“Through our big data-driven marketing strategy, we’re moving from broad, policy lifestyle-driven campaigns towards tightly targeted, one-to-one, relevant and engaging communications,” he said.
“Our primary objectives are to improve our customers’ experience, stimulate interaction and win more sales, but we will also increase efficiency from reduced direct mail and call costs.”
Allianz is also considering implementing Neolane across its other UK retail business areas, including home and car insurance.
Neolane works for nearly 400 clients across different sectors, including EMI Music, Sony PlayStation, BT, Motorola and Axa.
