Alterian Case StudyRoyal & SunAlliance

Alterian technology places the customer at the heart ofR&SA's businessThrough better customer intelligence, R&SA move towards a customer-centric management strategy to help drive business acquisition.

Royal & SunAlliance (R&SA) is one of the world’s leadingmultinational insurance groups and having beenestablished in 1710, its history is really the story of howinsurance began and has evolved in the UK.

Conducting business in over 130 countries, the companyis the UK’s second largest commercial lines insurer,covering the insurance and risk management needs of asignificant number of FTSE 100 companies. In the UK,R&SA’s Commercial business provides a wide productrange with multi-distribution capability, with focusedpropositions for specific customer and broker segments.

The ChallengeAlmost 80 Key Account Managers (KAMs) operate withinR&SA Commercial to influence and build relationshipswith brokers – through whom customers engage with theinsurer. To help build business, R&SA wanted tomaximise the efficiency of Key Account Managementand improve the quality of the relationships it enjoys withbrokers.

“We recognised the need to introduce new processesenabling KAMs to provide better intelligence and higherquality leads to brokers,” explained Andrew McGee,Research and Analysis Leader at Royal & SunAlliance.

R&SA turned to marketing services provider MarketingDataBasics (MDB) to help change the way it conductedbusiness and strengthen relationships with the brokercommunity. “MDB’s financial services expertise gave usthe confidence to partner with them and begin thesignificant shift towards an improved customer-centric,not product, management strategy,” commentedMcGee. “MDB offered the right balance of consultancy,data services and technology.”

The SolutionTo enable this business change, new processes such asdata visualisation, predictive modelling and webdistribution of leads have been developed by MDB,based on Alterian technology. As a result, measurablecustomer acquisition and cross-sell programmes havebeen created, with valuable streams of managementinformation available to help drive business acquisition.

“It’s MDB’s Alterian based system that’s helped put thecustomer at the heart of our business,” explainedMcGee. “The new marketing database puts our KAMscloser to the right data and lets them work moreeffectively with the brokers.”

The new system is already proving its worth as anintegral part of R&SA's programme to win back lostprofitable customers, by identifying which individuals totarget, which brokers they belong to and what otherproducts they may hold. Another initiative beingdeveloped is the identification of customers’ existingproduct holdings as a basis for cross-selling.

“The Alterian Integrated Marketing Platform also allowsus to build an aggregate of each customer’s productholding with us, and from that we work out the value ofeach individual broker,” continued McGee. We are thenin a position to monitor the brokers’ rates of customerretention, acquisition and share of wallet or penetration.Armed with this information we can allocate resources tooptimise our return on investment.”

The Alterian-based front-end was what first impressedRoyal & SunAlliance: “The software’s interface is veryintuitive and lets users have a ‘conversation’ with ourdata using interactive visual tools. From millions ofunderlying records it also enables us to easily createreports and set-up interrogation routines to definecustomer segments or profiles.”

McGee concludes, “The tool has aided us in buildingmore valuable customer management information.Whilst we had good information on the products wewere selling, we were not necessarily using theinformation to its full advantage.”

The FutureMcGee sees much to look forward to working furtherwith MDB and Alterian technology, “Alterian situates thecustomer at the heart of the business – taking the singleview into a new dimension and completelyrevolutionising the way we look at managementinformation.”

Company:Royal & SunAlliance

Website:www.royalsunalliance.com

Headquarters:London, UK

Industry:Insurance

Size:Operations in 130 countries;24,000 employees

Solution:Alterian Integrated MarketingPlatform

Results:Measurable customer acquisition andcross-sell programmes created, withvaluable streams of managementinformation available to help drivebusiness acquisition

“Alterian situates the customer atthe heart of the business – takingthe single view into a newdimension and completelyrevolutionising the way we lookat management information.”Andrew McGeeResearch and Analysis Leader

Client

Partner

Alterian Case StudyRoyal & SunAlliance

AlterianAlterian (LSE: ALN) empowersmarketers with an integrated marketingsoftware platform combining database,online and operational marketingapplications on a shared datainfrastructure. The Alterian IntegratedMarketing Platform makes it practicaland cost effective for marketersto use actionable insight to execute anintegrated marketing strategy acrossonline and offline channels.

It is the unique integration ofanalytics, content and executionthrough Alterian’s industry leadingtools, such as the Alterian Messengeremail platform, and the award winningAlterian Content Managementsolutions, which enables marketers todrive a seamless,multi-channel customer experience.

Alterian’s analytically-led softwareis delivered to approximately 1,000marketing departments, across 26countries, and an internationalnetwork of more than 100 businesspartners, including marketing servicesproviders, agencies and systemsintegrators. Its partners, such asAccenture, Acxiom, Allant Group, CapGemini, Carlson Marketing, Experian,Epsilon, InfoUSA, LogicaCMG, Merkle,Ogilvy One and Euro RSCG Worldwide,deliver Alterian software alongsidetheir own domain and servicesexpertise to help market leaders suchas Princess Cruises, General Motors,Zurich, Astra Zeneca, HSBC, LimitedToo, AEGON, Avis, WorldwideWrestling Entertainment, Dell,Amnesty International and Vodafoneintegrate marketing processes anddrive competitive advantage.

For more information about Alterian,products within the Alterian IntegratedMarketing Platform or our PartnerNetwork, please visit www.alterian.com

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