SAS® helps Reale Mutua sharpen focus on insurance customers
MILANO, Italy (Jan. 25, 2011) – Reale Mutua, Italy's largest mutual insurance company, relies on customer loyalty to rise above strong industry competition. With a customer segmentation and analysis project developed using software from SAS®, the global leader in business analytics software and services, Reale Mutua can better listen to customers and customize offers according to specific needs.
The project development driven by SAS partner Value Lab, with support from MBS Consulting, is part of Reale Mutua's CRM strategy that emphasizes raising the quality of customer service. It uses SAS Customer Analytics for Insurance, which helps marketers create more accurate customer segments and predict customer behavior, which in turn gives companies the power to create better-targeted product offers, product communications and bundled services.
"In order to target communications appropriately, we focus on building an offer based on each customer's needs and profitability measures," explained Anna Caronna, CRM Manager at Reale Mutua.
"The optimization of the commercial master plan is the main benefit," said Marco Cuffia, Head of Marketing and CRM at Reale Mutua. "This gives us the opportunity to differentiate products according to the customer profile. In addition, SAS helps us improve our services, our Web communication and the performance of our customer care operators."
Reale Mutua is Italy's largest mutual insurer offering property, motor, life, and pension products and also controls four other companies in Italy and Spain. As the parent company of the Reale Mutua Group, one of Italy's leading insurance groups, Reale Mutua has 350 branch offices across Italy, while the Reale Mutua Group as a whole has almost 800 agencies in Italy.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 50,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world
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