Keeping customers loyal at Liverpool Victoria Friendly Society

Describes Liverpool Victoria’s recent attempts to improve customer loyalty. Outlines the company’s history and its traditional values and client base and shows how, in spite of very low brand awareness, the organization has retained many of its customers. With changing demographic patterns it has been necessary to update the company’s strategy and, in 1993, a marketing department was formed. It became clear that although the relationship between agents and clients was strong, that between agents and head office was non‐existent. Outlines ways in which a brand image has been developed.