Being You: Retail and affinity proposition & intermediated DNA

This case study show how an innovative approach to surveying the strength of its partner relationships, has led RSA, an insurer, to shift its strategic focus and change the way in which it operates.

Being You: Retail and affinity proposition & intermediated DNA

Michael Worledge, Amy Moore and Tracy AcordHarris Interactive and RSA

Summary

RSA has partnered with Harris Interactive since 2010 to measure the strength of the relationship it has with its retail and affinity partners. This is important in a market where the insurer is not only trying to deliver excellent service to the end-customer but also build strong sustainable relationships with partners.

An innovative approach has resulted in the research being far from a typical tracking programme, with the survey completely refreshed each wave to deliver fresh insights on partners'...

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