Features: Information solutions company Experian has launched the
Current Account Switcher. With twice as many people switching current accounts
in 2005 than in 2004, the company's latest direct marketing solution enables
banks and building societies not only to identify new prospects, but also take
steps to prevent existing customers from switching to a new provider.
Gillian Buttree, marketing director of Experian's Marketing Services division,
said: “Current accounts are traditionally recognised as a 'gateway'
product. Although not necessarily profitable in isolation, a current account is
often a successful way to begin a new customer relationship. Once that
relationship has been established, further more lucrative products are often
sold. As a result, keeping existing current account customers and cross-selling
to them, as well as attracting those switching from other providers, is an
important marketing objective.”
To help fulfill this objective, Current Account Switcher combines the
company's range of financial and non-financial data and analytical solutions
to identify and accurately predict prospect and customer behaviours, Experian
said in a statement.
To boost customer acquisition, Current Account Switcher enables providers to:
Identify 'high service level' individuals; target 'household' prospects
and target other account holders.
Current Account Switcher
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