A Power Station case study.

Customer Proposition:
Research Defines What Large Customers Really Want

Having recognised the need to be more customer-focused, the UK's leading insurance organisation, Royal & SunAlliance, turned its attention to its set of offerings for large corporate and multinational customers.

The Power Station had been brought in to run the Marketing and Communications function for R&SA's Specialist Businesses on an interim basis.

An important part of this assignment was to project manage the development of a new proposition for large customers, those with a turnover of more than £100 million and operations in more than one country.

A six - month project plan was devised, in three stages. First, a thorough understanding of the current situation and gap analysis had to be carried out. Then propositions would be defined through consultations with the business units and these would later be validated and tested.

During the development stage, The Power Station managed a research programme aimed at understanding what was most important to customers and how R&SA could respond. The programme included a large number of interviews with customers and non-customers across a range of industries, as well as with representatives of major brokers.

This important work was taken a stage further at a Customer Event at Hanbury Manor in Hertfordshire, managed by The Power Station, where a series of workshops helped define where performance improvements from R&SA would have the most value for customers and brokers.

R&SA, keen to continue the momentum of the programme, extended The Power Station's contract for project management services until the end of the year.

Chris Smith, Head of Customer Management, said: "The experience in project management, particularly in the financial and insurance sector, that The Power Station brought in to our function, has proved extremely useful.

"Their know-how has helped us define how we can best respond to our customers' needs."

To contact us, telephone +44 (0) 1509 416677 or email us here.