The Challenge of Opening Up Closed Books
Event type: Forum
SIGs: Direct Marketing
Location: MWB, 55 Old Broad Street, London, EC2M 1RX
Date: 19 Jan 2012
Time: 09.00 - 12.30 TBC
With up to 20 million customers currently invested in 'closed book' products, what opportunities exist to re-activate these people and earn their permission to cross-sell and up-sell new products? There are formidable obstacles to overcome; starting with the compliance risks of failing to maintain proper contact. To re-activate dormant or orphaned accounts, you must also comply with data protection and other regulation, satisfy intermediary partners and secure opt-in permissions. But once a segmentation of validated prospects has been achieved, what contact strategies could work and what could the prize be worth?
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