Experian 2012 Annual Report Download - page 17
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We’re helping ACE to
better understand the
individual behaviours and
needs of customers.
We began talking to ACE, the global insurance organisation, in 2009 when
we were approached by its Accident & Health business in Spain. ACE
wanted to develop a better understanding of the individual behaviours
and needs of its customers. That meant changing the way it looked at
information; moving from a ‘policy view’ to a more customer-focused one.
Our solution was to develop a ‘datamart’ where ACE could bring together
all of its customer and prospect information within one integrated system,
hosted by Experian in Nottingham. Individual countries would view their
own information through a centralised web application, from which they’d
also have access to Experian tools for analysing customer information,
making selections and running marketing campaigns. Prospect
information and data quality would be managed by Experian locally to
ensure compliance with local regulations.
Another vital aspect of the project was the participation of ACE sponsors,
who are an important source of new business. These companies provide
ACE with information about their own customers, who they believe may be
interested in insurance products. In the past they would send files directly
to ACE’s call centres, but with the introduction of the datamart they have
separate contracts with Experian, allowing us to host their information
and enabling ACE to make more refined selections on their behalf without
compromising commercial confidentiality.
The new datamart went live in Spain during September 2011 and we’re
now introducing Sweden and Finland to the project, to be followed by
several other European countries this year. Jose Luiz Gomez, Accident
& Health Director for ACE in Spain, described the implementation of the
datamart as ‘impeccable’. He believes it’s giving real advantage to ACE
by maximising opportunities with customers, partners and prospects.
Our relationship with ACE is very exciting, but we’re really only at the
beginning of the journey. We’re now introducing ACE to potential new
sponsors, to new lists of prospective customers and to the power of
email marketing through Experian CheetahMail.
Olga Rodriguez-Piñero
Experian Marketing Services
EMEA
Governance Financial statementsBusiness reviewBusiness overview
Marketing Services success story: Maximising opportunities with customers, partners and prospects