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Case
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Reference no. 502-021-1
Subject category: Marketing
Authors: Lynette Ryals
Published by: Cranfield School of Management
Published in: 2002
Length: 15 pages
Data source: Field research

Abstract

This is a case study about how Wesleyan Assurance Society worked towards a total view of their customers by implementing Customer Relationship Management (CRM). The case looks at the subsequent development in Wesleyan''s data warehouse, Contact Centre and website. The events in this case take place after the successful introduction of Sales Force Automation (SFA) described in ''Going the Extra Mile: CRM at Wesleyan'' (501-053-1). A mutual assurer founded in 1841, Wesleyan has grown partly by acquisition. Its major subsidiaries include Medical Sickness Society, and Provision (formerly part of Clerical Medical). Wesleyan also sells products on behalf of the Prison Officers Association. Encouragement for a full CRM project came not only from the successful implementation of the SFA system but also the need to demonstrate value added at a time of considerable negative coverage of previous mis-selling, high commission rates and threats from new entrants.

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Abstract

This is a case study about how Wesleyan Assurance Society worked towards a total view of their customers by implementing Customer Relationship Management (CRM). The case looks at the subsequent development in Wesleyan''s data warehouse, Contact Centre and website. The events in this case take place after the successful introduction of Sales Force Automation (SFA) described in ''Going the Extra Mile: CRM at Wesleyan'' (501-053-1). A mutual assurer founded in 1841, Wesleyan has grown partly by acquisition. Its major subsidiaries include Medical Sickness Society, and Provision (formerly part of Clerical Medical). Wesleyan also sells products on behalf of the Prison Officers Association. Encouragement for a full CRM project came not only from the successful implementation of the SFA system but also the need to demonstrate value added at a time of considerable negative coverage of previous mis-selling, high commission rates and threats from new entrants.

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