Travelers needed to improve customer retention rates and cross-sell additional product lines to increase customer lifetime value and revenue growth from its existing customer base.

Travelers needed the enthusiastic cooperation of the independent agents who sell its personal lines insurance and heavily influence brand selection.

In order to convince Travelers' customers to renew their Travelers insurance policies and buy additional high margin policies, Travelers wanted a direct dialog with customers at critical points in product lifecycle.

Strategy:
A database analysis identified key customer attrition points and high probability prospects for cross-selling. This analysis informed the creation of materials and promotional offers.

A multi-tier on and offline direct marketing program was developed working closely with agents to ensure their endorsement and adoption. Agents are automatically prompted to take action on case-by-case basis and can customize and co-brand materials.

The entire turnkey program is hosted on a private website where agents upload, host and manage their customer databases, order and customize appropriate direct tools and interface with e-mail blast programs, printers and fulfillment vendors.

Winning Results:
A custom-built measurement and analytics reporting program compares results against control markets and demonstrates significant increases its retention and cross-sell conversion rates.