Page 144 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 5: Closed Loop Marketing

14. The first strategy of increasing cross and up selling states to deliver your best service to Notes
your ……………………-…………………….
15. Successfully up selling a product results in an increase in …………………… , and ideally
an increase in …………………….

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Case Study Leadway Assurance Company
Nigeria-Based Insurance Company Boosts Cross-Selling Opportunities with CRM Tool

Leadway Assurance Company wanted to improve cross selling and create an automated
system to replace paper-based processes. It deployed Microsoft Dynamics® CRM 4.0
customer relationship management (CRM) software for its sales, marketing, and client
services teams. With customer information centralised, staff easily track policy life cycles
and anniversaries at the click of a mouse, and the application has integrated well with
existing IT assets.
Business Needs
With more than 86,000 active customers and a range of insurance products in its sales
portfolio, Leadway Assurance Company in Nigeria is a significant contributor to the
national economy. Founded in 1970, Leadway specialises in a wide range of health, life,
and non-life insurance policies.
Rapid expansion in recent years posed challenges to its ageing business management
solution while its CRM system was largely dependent on e-mail messaging and paper
systems. Leadway developed an application to manage claims and store all policy
information, but the solution was not suited for CRM. As a result, new sales and cross-selling
opportunities were often missed by Leadway employees operating in a highly competitive
market.

Ayuba Oladele, Customer Relationship Management Project Coordinator, Leadway
Assurance Company, says: “Sales agents and marketers were not able to follow up leads, and
lacked any analytics systems to generate new prospects from within the existing customer base. We
needed to implement a set of tools to manage client profiles across the organisation and connect
customers to their insurance policies. We were also unable to track the history of our interactions
with customers and brokers, making it difficult to fully understand those customers’ and brokers’
needs.”
With existing paper-based systems, tracing customer histories was often a slow process,
and risked more than one employee contacting the same customer, duplicating work and
compromising the organisation’s professional image. Services agents needed an improved
automated logging system for their daily call reports so they could generate detailed
analysis and reporting from single data entry.
Solution
Microsoft Gold Certified Partner Global 4sight Vantage (G4V), which has offices in Ghana,
Nigeria, and the United Kingdom, demonstrated its ability to deploy Microsoft Dynamics
CRM 4.0 to the key business decision makers at Leadway. An important factor in the
presentation concerned linking the core insurance application to the proposed CRM tool
set. By centralising customer information, Leadway would immediately gain an in-depth
view of a customer portfolio and a history of the relationship from first contact to after-sales
service.
Contd...

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