Direct Line, a UK-based direct home and motor insurer, wanted to be an easy company to deal with and set up a CRM system which would hold information on its 18 million customers and allow easy updating from 60 000 daily transactions. To price accurately, build customer relationships, provide high quality coverage and service, and retain customer loyalty, the company analysed customer behaviour and adjusted premiums based on levels of overall actuarial risk. Through rigorous analysis of the data ...

BPIR Categories

1.2.5 Predict customer purchasing behaviour
1.2.3 Identify new innovations that meet customer needs
1.3.3 Review customer relationship approach

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