“Keeping existing customers is much easier than acquiring new ones – yet most mortgage customers only ever hear from their mortgage provider once a year via an annual statement – which can be a negative experience.

In order to test the advantages of building an ongoing relationship with current C&G customers, we created At Home, a quarterly magazine-style mailpack that engages the reader with useful advice and offers for their homes, lifestyle and finances. After 18 months the magazine was expanded, and customer feedback was extremely positive. Attrition in the test cell showed a significant reduction, retaining millions of pounds worth of business with C&G mortgages."

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