NFU Mutual are leaders in their sector and have a strong track record of growth and customer retention.
However, like many organisations, data sits in different silos and was inaccessible to marketing users, hindering marketing planning, proposition development and the evaluation of marketing effectiveness.
And the organisation's IT strategic roadmap made it hard for a large scale customer marketing data programme to be implemented quickly.
Marketing users were frustrated about their inability to access reliable, timely data and wanted to unlock insights so they could answer key questions, such as:
In a nutshell our challenge was how to get customer insight based on trusted data and prove the case for strategic implementation.
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