TT Club: Market Intelligence for Customer

Service & Retention

There is a tendency in most companies to restrict the circulation of information, especially anything which could be considered ‘sensitive’. True value is gained by sharing information as widely as possible.

Background on TT Club
Established in 1968 as a mutual association, the TT Club specializes in the insurance of liabilities and equipment for multi-modal transport operators. Customers range from some of the world’s largest shipping lines, busiest ports, biggest freight forwarders and cargo handling terminals, to companies operating a handful of vehicles. The TT Club is owned by its policyholders (Members) and is non-profit making. Its Members decide how the Club is run and how all the funds of the TT Club are used for the benefit of the Members.

Interviewed for this case is Ian Lush, who heads the marketing operations in TT Club and is responsible for the brand across all its markets.

Can you point to some marketing or sales campaigns that have been developed as a result of market intelligence?
“Through our market monitoring efforts, we found that two of our competitors were planning to cease writing a certain class of cover. We used the Intelligence Desk^TM to promptly disseminate this news to colleagues, so that the marketing and sales team could reach out through various distribution channels that were controlling these competitors’ business and step in to take up the slack where required.”

How else do you use market intelligence in marketing and sales?
“While looking at a hurricane alert one day, we had an idea to aggregate all the hurricane alerts from around the world into a series of maps. So we contacted the GIA team and asked them to pull out all the sources of current hurricane movements and assemble a central reference source for the world’s windstorm movements.

We call this the ‘Hurricane Watch’ and publish it live on our website 24/7, so our customers can keep track of all the possible risks related to the latest storm activity anywhere around the world.”

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