Since Family Assurance started life in 1975 the society has grown to become the UK′s largest tax‐exempt friendly society. In 1994 the first phase of a new computer system – FACE, for Family Assurance Client Environment – will come on‐stream. Describes how the core of the new system, the in‐house marketing database, was set up to optimize direct mailing activity, improve client selection for mailings and help determine campaigns and product design. Assesses the success of the system so far and potential benefits in the future.
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