Page 6: Conclusion
In business short term results demand caution, as injecting new marketing initiatives into products nearly always results in rising interest. The true test is the extent to which the initiative is sustained.
The initial results were staggering. In London, Independent Insurance doubled new business from £2.6m to £5.3m (comparing March 1999 with the previous year) and in the UK Regions, Independent Insurance new business trebled from £2.4m to £7.6m.
Independent Insurance is looking forward to a future based on continuing growth. Independent Insurance knows that by winning the loyalty of its customers - the brokers - it is best placed to win a prominent position in a service industry which depends on relationship marketing - one-to-one personal relationships with customers.