Relationship Marketing Strategy and implementation
3 Promotions While in the past the Company had willingly participated in pro- motions and competitions where the prize was a Rov ...
The customer market domain: Managing relationships with buyers 107 PROSPECTING MAIL VIP PACK ‘ARCHIVE’ C ATA LYS T TELEMARKETING ...
values of quality and prestige to this ‘new’ audience and at the same time to distance the VIP pack from lower-quality direct ma ...
confirm the appointment and lead the transaction through to a successful conclusion where the prospective customer purchased a R ...
●The effectiveness of telemarketing (voucher returns). All this information can be quantified and is specific to Rover. Not surp ...
Case 2.5 Direct Line Insurance Plc This case was written by Professor Derek F. Channon as a basis for classroom dis- cussion rat ...
112 Relationship Marketing 1989 1990 1991 1992 Gross premiums 66.0 84.1 124.4 213.2 Reinsurance premiums (1.6) (1.8) (3.3) (4.0) ...
The customer market domain: Managing relationships with buyers 113 Consolidated Parent company 1989 1990 1991 1992 1989 1990 199 ...
sold his 25 per cent shareholding to the bank in return for an earnings formula based on the performance of Direct Line. In retu ...
Growth also brought regional expansion with the opening of a sales and claims office in Glasgow, followed by the opening in June ...
116 Relationship Marketing 0 20 40 60 80 100 1989 1990 1991 1992 (^01989199019911992) 50 100 150 200 250 Motor operating ratio a ...
selectivity had been the lack of sophisticated management information systems in many insurance companies, which made it difficu ...
in terms of gross premium income written. Details of the leading insurers are shown in Table 2.5.1. By the end of the 1980s ther ...
sidiaries of General Accident and Eagle Star. Direct writing was the fastest growing delivery system for motor insurance. The UK ...
The Direct Line approach to insurance The aim of Direct Line was to provide customers with high quality cover, backed by high st ...
Line advertising, including advertising decay. This data was immediately available on Direct Line’s sophisticated MIS system. Di ...
identify to the telesales operator the type of call he or she was receiving. The operators were based in each of Direct Line’s f ...
Emergency Helpline providing 24-hour access to qualified tradespeople identified by Direct Line in the event of an emergency suc ...
should ever need assistance in recovering uninsured losses following an accident that was not their fault, the matter could be p ...
Company organization By 1992, the number employed by Direct Line had grown to 1086 people in its four regional centres, up from ...
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