Financial services provider loves its database marketing

An investment, savings and insurance provider is streamlining its database marketing strategy by implementing a new multi-channel marketing automation solution. LV= is introducing SmartFocus to support more customer-centric activities and further develop its customer loyalty.

Alan Gravett, head of marketing insight for LV=, says: “We are continually challenging ourselves to improve the way we engage with our customers and deliver strong business performance. It is extremely important that we are equipped to engage with all of our customers at levels that feel right for them, whether that is a targeted email campaign or a magazine insert. Thanks to SmartFocus, our marketing team now has software that can be customised to work precisely how they need it to, dynamically segmenting the customer database.”

The company has enabled six of its marketing team with SmartServer, an intuitive tool for analysing customer information intelligently. Using the application, LV= will gain strategic analysis of its camapigns as well as in-depth customer insight. This will drive more precise campaign planning, selection, analysis and reporting while reducing planning time.

Chris Underhill, CEO, SmartFocus, says: “LV= needed a powerful, no-nonsense technical approach to marketing that would allow its team to deliver great results for its customers without the need for so much manual intervention and administration. It has been able to streamline its whole marketing system from planning, execution and analysis, all the way through to customer engagement and relationship management.”

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