PAS has appointed GB Group in a six-figure deal over three years to analyse its customer data records to identify and create opportunities to increase its business among existing customers.
Steve Nobes, director of finance at PAS, said: "Our market is becoming increasingly polarised with many of our competitors offering just basic handset cover. The most cost efficient and effective way we can do this is to build up a better picture of customers and their behaviour through the in-depth analysis of our data."
PAS, which is based in Crewe, provides administration of mobile insurance services for Caudwell Group's 330 Phones 4U mobile phone retail outlets and its airtime provider, Singlepoint, which has 1.8m subscribers.
GB Group will identify the customers most at risk of not renewing insurance and those customers most likely to upgrade their service or moving to a different package.
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