National Australia Bank is extending the use of CRM software to its banks in United Kingdom (Yorkshire Bank, Clydesdale Bank) and Ireland (National Irish Bank), New Zealand (Bank of New Zealand) and the USA (Michigan National Bank).
In Australia, the National has achieved outstanding results from its National Leads CRM program, and is now Australia’s most profitable bank. The program began in 1997, when the National joined with NCR to develop NCR Relationship Optimizer. This software allows the bank to identify customers’ changing needs, and suggests how to make contact with them.
“Recreating a level of intimacy with our customers at an organizational level, and at the same time providing our staff with individually tailored propositions at the right time, every time, is our objective,” said Christopher Williams, manager of Global Marketing Services for NAB.
“This is really raising the bar on existing campaign management systems,” claimed James Donovan of NCR. “It is no longer good enough for organizations to send messages to whole customer segments just because they think some of them might be interested in a particular product. Real customer focus is about starting with individual customers, understanding what is right for each of them, then making sure that is what gets delivered.”
Relationship Optimizer comprises four main elements – Analysis Manager, Event Manager, Communication Manager and Interaction Manager.
National Australia Bank is an international financial services group providing a range of financial services across four continents and 15 countries. Globally, at September 30, 1999, the National had total assets of over A$250 billion, more than A$400 billion in assets under administration, and more than nine million customers.
NCR provides relationship technology solutions for the retail, financial, communications, travel and transportation, and insurance markets.