LifeSearch has appointed Sam Stafford to the newly created role of chief data officer.
Stafford joins from Admiral Insurance where he was head of digital data science. In this new role Stafford will be responsible for the design and implementation of real-time customer insights, driving better customer propositions, improving journey conversions and customer outcomes.
This newly created role is part of the broker’s plan to build on its digital transformation, focus on distribution and customer journeys, allowing customers to move between online to offline, with human support when needed.
Stafford will report to chief executive Debbie Kennedy and will sit on the LifeSearch executive committee.
Kennedy says: “Like most financial services businesses we are not short of data but corralling this into actionable and effective insights to ensure we are solving the right customer problem is often the challenge.
“We have been improving our customer journeys with new guidance tools and Sam’s experience and in the data analytics field will help accelerate our move to deliver better customer outcomes.”