Australian life insurance company TAL has flipped its batch and blast marketing approach to focus on “journey building” instead.
Mike Nixon, TAL head of customer relationship management (CRM), says the insurer wanted to move away from the traditional linear marketing model to a more omni-channel approach.
He told AdNews the transition was a major challenge as the business began to learn the ropes in CRM with Adobe Campaign.
It wasn’t a seamless process either, he admits, with one mistake taking 18 months to recover from.
“We’ve gone down a big journey of moving away from single communication journey building and that’s come with a whole host of challenges,” Nixon says.
“We had a few teething problems with it when we first launched. Mostly data integration. We got that wrong.
“The other thing [was] we got a little bit excited and carried away with our new shiny toy and we
Article source: http://www.adnews.com.au/news/insurance-group-tal-flips-its-marketing-focus-to-journey-building
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