Norwich Union has selected NCR Corporation subsidiary Teradata to provide customer relationship management software to manage its Customer Value Management program, which aims to improve how the insurer interacts with its customers.

The Aviva-owned UK insurer selected Teradata customer relationship management (CRM) modules Communication Manager and Communication Director as well as Teradata Professional Services and the Financial Services Logical Data Model.

This agreement extends an existing relationship between the two companies, which recently saw Teradata develop a data warehousing platform to support Norwich Union’s innovative Pay As You Drive insurance offering.

Through the Customer Value Management (CVM) program, Norwich Union is seeking to make a number of improvements, including transforming the culture within Norwich Union and its sister company the RAC to ensure that insight from customers is used to drive an integrated approach across proposition development, pricing and marketing communications.

The program also aims to develop a single customer view both within and across the RAC and Norwich Union brands, develop marketing planning at a customer level that improves relationships across multiple brands and the full range of customer contact channels, and create a world-class analytic capability to drive timely, relevant and profitable communications with customers.

Norwich Union and Teradata will also partner with Ogilvy One Worldwide, part of the WPP Group, to help deliver the cultural change needed to move towards a more customer-centric organization.

We are very excited to be building on the existing relationship with Teradata to deliver what will be a huge step change for Norwich Union and how we interact with our customers, said Lindsay Forster, director of marketing services for Norwich Union Insurance. We look forward to working with both Teradata and Ogilvy One to truly transform our customer planning, communications and relationships.