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BGL Group Selects Sword Ciboodle for CRM
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March 03, 2009

BGL Group Selects Sword Ciboodle for CRM

By Brendan B. Read
Senior Contributing Editor

BGL Group, a major UK personal lines insurance broker has selected Sword Ciboodle to deploy a CRM system that will enable the firm to market and support new and existing products to clients and prospects and to bolster its customer service.

Sword Ciboodle’s platform will allow new brands and products to be quickly and easily incorporated into the BGL Group portfolio. The software will also provide a standard interface for the company’s contact centers, located in Peterborough, Coventry, Sunderland, and Peterlee, UK and Cape Town, South Africa. This will ensure that its agents have access to customer information, regardless of channel: phone, e-mail, web self-service, or posted correspondence.
The CRM project will provide the BGL Group with the ability to quickly customize business processes and rules based on variables including brand, product, marketing source, customer and advisor profile. This will give the company a unique selling point in the outsourced insurance provider market.
With over two million customers, and with a workforce of more than 2,000 people, the BGL Group is one of the largest personal lines insurance brokers in the UK. In addition to its own brands, including Budget, Bennetts and, the BGL Group’s affinity arm, Junction, enables established brands such as the Post Office®, Marks and Spencer, RAC and HSBC to offer insurance products to their customers.
“After looking at several options, we chose Sword Ciboodle based in part on the company’s excellent pedigree in business process software, which is vital to this project, but also because of the strong cultural fit between our two organizations,” explains Sean Melia, Associate Director, Programme Delivery, BGL Group. “Sword Ciboodle’s performance in the ‘proof of concept’ stage of our evaluation process was the final confirmation we needed. Its tooling allowed rapid creation of processes and was quick to change. We are looking forward to delivering an outstanding solution that will support the future direction of this company.”
The project will be delivered in multiple phases, the first of which is scheduled for the fourth quarter of 2009, and which will see the delivery of a solution for handling new business and sales enquiries for BGL Group’s home and motor insurance products. This first phase will also include the handling of processes like quote creation, quote conversion, cross-selling, and correspondence creation. Subsequent phases will see the addition of customer service processes including mid-term adjustments, renewals and cancellations. The Sword Ciboodle product will be fully integrated with the firm’s proprietary internal insurance systems, as well its more common contact center integration points such as CTI (News - Alert) and web self-service.
“This is a superb customer win for Sword Ciboodle, as it further supports the recent recognition by major analyst firms that this company is a leader in process-centric CRM,” says Kenny Bain, CEO, Sword Ciboodle UK. “We are looking forward to delivering a market-leading solution for BGL Group and in helping the company achieve its business goals.”
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Brendan B. Read is TMCnet’s Senior Contributing Editor. To read more of Brendan’s articles, please visit his columnist page.

Edited by Michelle Robart

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