Multi-channel sales – focusing on effectiveness 4Life Direct was founded in the 1990s in South Africa, offering innovative insurance prod- ucts to customers throughout the country. During the next two decades they successfully penetrated the United States and Australian markets, and since then over 2 million people have chosen 4Life Direct for their insurance needs. The group began operating in Europe in 2009, and presently has offices in Poland, Hungary, the Czech Republic, Slovakia and Great Britain. Since entering the European market, almost a million people have benefited from their services. www.4lifeinternationalgroup.com Challenges Effective customer acquisition is the most important benefit that VCC Live’s software gives 4Life Direct. Telesales is one of the most effective

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