EuroDirect Appointed By National Savings and Investments to Improve Customer Insight
Intelligence specialist EuroDirect has been appointed by
National Savings and Investments (NS&I), one of the UK's
largest savings organisations, to help further develop customer
insight through enhanced data systems.
EuroDirect has been contracted to implement a comprehensive data
review and enhancement programme across NS&I's customer data
warehouse system. This includes the cleansing, consolidation and
enhancement of over 65 million customer records, making it one of
the largest projects of its kind. The review will also compile
records to establish a comprehensive, single view of the
customer.
EuroDirect's data software will help NS&I improve its
understanding of its customer base to optimise marketing
communications and, ultimately, develop new products and channels
to better serve its customers.
The review is part of NS&I's wider modernising programme to
improve services and access for customers and is a feature of its
medium-term business strategy to raise an extra £15 billion net
financing for government by the end of the financial year
2007-08.
EuroDirect will be working closely with Siemens Business Services,
which hosts the NS&I customer database, to implement the new
systems.
Key to this customer intelligence improvement project is data
cleansing. This element of the project will encompass a wide range
of national verification and suppression datasets including the
postal address file, electoral roll, NCOA file, GoneAway
suppression file, deceased files and NS&I's internal
suppression files.
In addition, data from EuroDirect's Data Exchange and CAMEO
classifications suite will be used in the customer knowledge
enrichment process, alongside public credit data from sister credit
referencing agency Callcredit.
MICROVISION will enable NS&I to segment and profile its
customers using the integral CAMEO classifications to develop a pen
portrait of lifestage, socio-economic group, financial
sophistication and savings needs. It will also enable NS&I to
attain a spatial awareness of its customers and market channels,
enabling it to develop and plan future sales, marketing and product
distribution activities.
Phil Corcoran, head of customer insight at NS&I, said: "Putting
the customer first is crucial to us. To do this we need a flexible,
accurate database so we can continue to increase our understanding
of our customers and their needs. EuroDirect's appointment will
build on the progress we have made over the last five years through
our partnership with Siemens Business Services and ensure we
maximise the efficiency of our database . "
John Dobson, EuroDirect managing director, added: "We are proud to
be working with such a leading brand in the financial services
arena. Not only will this programme optimise customer knowledge, it
will also provide NS&I with the intelligence they need to
further develop their product offer and market channels."