LIVERPOOL VICTORIA MODELS CUSTOMER BEHAVIOR

Combining tradition with technology, Liverpool Victoria is the first insurer in the UK to purchase the powerful customer behavior software, Transactionhouse from Edinburgh-based software house and database marketing specialists, Quadstone.

The package captures information on customer behavior from raw transactional data to build detailed customer understanding. This enables Liverpool Victoria to learn more about its customers' behavior, and deliver accurate marketing campaigns.

Quadstone's software has produced outstanding results and Liverpool Victoria estimates that it is retaining literally hundreds of accounts it would otherwise have lost each month. Response rates in cross-sell direct mail campaigns have increased by up to 35%. Similarly, a retention campaign identified well over 50% more ‘defectors' than a random selection and confirmed that the firm's activities have been effective in encouraging people to renew policies. Liverpool Victoria has always understood the value of customer relationships and these results underline the value of bringing in a tool that allows marketers to take control.

Claire Davies, database marketing analyst at the Society embodies the concept of the new hybrid marketer who combines the art of marketing with the discipline of statistics. She says: "I can use as much data as I want in a fast and graphical environment. It is easy to get the data I need into the product and just as easy to get the results out. Equally importantly, I also have the opportunity to combine my business instincts with the realities of the data."