More Th>n: Profiting from a more personal service

More Th>n is the direct arm of RSA, one of the world's leading insurance groups. It launched in June 2001, offering financial services via the internet and telephone.

More Th>n: Profiting from a more personal service


More Th>n enjoyed a resurgence in loyalty when it offered customers their own personal contact manager.


  • In a commoditised market More Th>n decided to buck the industry trend by putting a personalised service at the heart of its customer relationship management as a source of competitive edge.

  • Once a pilot programme proved the worth of creating customer managers, the programme was rolled out across the company and saw satisfaction, retention and cross-selling rates rise markedly.

  • It had the added benefit of enhancing staff motivation by empowering front-line employees to...

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