SCOTTISH POWER COMBINED THE POWER OF PERSONALISED DM AND ONLINE TO REDUCE ATTRITION2 Scottish Power wanted to reduce customer attrition during the critical first 90 day period and create an exceptional first impression with a high level of customer service. BACKGROUND3 Instead of sending the target group of doorstep-acquired direct debit customers the usual disjointed mix of up to eight generic letters, a structured CRM strategy was

Join for free to read