A new customer relationship management initiative with the brand name MORE TH>N, from Royal & Sun Alliance, spearheaded by a £20million press campaign featuring Lucky the dog, is expected to bring in more than 400,000 new customers each year.

To underpin this strategy R&SA is also implementing a major training project. This year a suite of tailored e-learning programmes, developed by e-learning provider blueU, will be taken by over 2,500 R&SA staff.

Martin Pratt, Director of e-learning business solutions at blueU, explained “Our e-learning programmes explain the rationale behind the MORE TH>N initiative, provide skills based training that help staff see how to build up trusting relationships quickly and which educate users on the new single view which R&SA is implementing. This is the system that maps and records all customer enquiries and interactions and ensures that all R&SA’s staff have the customer details at their fingertips.”

He concluded: “This contract exemplifies exactly how e-learning can be used to motivate internal staff and deliver business advantage. R&SA is investing in the latest technology to develop front-line skills which will have a direct impact on its business.”