Customer management solutions provider Identex has helped Royal & Sunalliance (R&SA) to build its More Th>n retail brand with a customised database.
More Th>n was launched in June as a direct-to-consumer provider of personal finance solutions. It has a projected growth of 400,000 new customers each year, with an average of three products held by each customer by 2005.
Identex undertook a consultancy and analytics programme that helped it create a database now used by 20 people in R&SA offices in Horsham and Liverpool.
R&SA customer database manager Ian Dawson said the Identex system allowed R&SA to build and maintain an accurate picture of its direct customer base.
“It's 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,” he said.