Norwich Union to integrate product design and marketing with CRM system

Norwich Union has selected a customer relationship management (CRM) system from NCR subsidiary Teradata to drive an integrated approach to product development, pricing and marketing communications.

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Norwich Union has selected a customer relationship management (CRM) system from NCR subsidiary Teradata to drive an integrated approach to product development, pricing and marketing communications.

The company, which also owns the RAC vehicle recovery service, will use the software to harmonise customer information, with a single customer view across both RAC and Norwich Union brands.

The insurance giant is also aiming to use the CRM system’s analytics capabilities to improve targeting and timing of its marketing and customer communications .

The deal extends Norwich Union’s existing relationship with Teradata, which recently developed a data warehousing platform to support the company’s "Pay as You Drive" insurance products.

Lindsay Forster, director of marketing services for Norwich Union Insurance, said the new systems would deliver “a huge step change for Norwich Union and how we interact with our customers”.

In March, Norwich Union signed an agreement to outsource the administration of almost 3m of its life and pension policies to Swiss Re as part of a strategy to rationalise its legacy systems and boost efficiency. The outsourcing contract will see 1,000 Norwich Union staff transferred to Swiss Re.

The insurer is also in the middle of a restructuring that will see the workforce reduced by 4,000 – including 500 IT roles outsourced to third party suppliers and 1,000 posts offshored to India.

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