Why Saga swapped utility for empathy – in both product and communications

Senior-focused company Saga needed to improve how it spoke to its (potential) customers – it engaged current research to tailor both its products and communications.

Saga is a company organised around a particular segment of the population, as opposed to a category of product or service. It serves the over-50s with a combination of financial packages, insurance arrangements, travel (it specialises in cruises), an

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