This award is open to any organisation that has successfully used customer insight in an innovative way to gain competitive advantage. Entrants were required to submit information relating to the strategy which drove the customer insight as well as the expected outcomes and the actual results of this use of customer insight.
Direct Line Group integrated its customer strategy into its overall corporate mission, and decided that the best way to serve its customers in a competitive price‐driven environment was to have the most comprehensive understanding of their needs. To this end, the judges were extremely impressed with the submission, and remarked on the impact that the customer has on the entire business. Well done to everyone at Direct Line Group.