More informed renewal planning
Customer insight and retention models supported renewal planning.
Insurance / Developing an existing marketing function
Helping marketing contribute more proactively
An established marketing function wanted to develop a more proactive contribution to customer needs and business goals.
The starting point and the response
- 01Establish the need
- 02Identify capability gaps
- 03Prioritise useful actions
- 04Develop insight & tools
A clearer contribution within each segment
Playbooks helped team members understand the segments they worked with and the role marketing could play in business performance.
More useful intermediary insight
A view of intermediaries, supporting data and actionable insight provided a basis for more informed relationship activity.
From need to practical action
We established what the business and its customers needed from marketing, reviewed the capability needed to support that ambition. We then identified practical actions, each connected to the benefit it could deliver. These included customer and intermediary insight, retention models and practical playbooks.
The useful lesson
A broader marketing contribution needs practical capability behind it. Insight and tools can make that ambition useful in everyday work.
This is one selected assignment. We can discuss further relevant experience and the themes and outputs we are able to share.
Considering a similar change?
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