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Natwest Cards increases profits with crm

9th Apr 2000
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NatWest Cards' CRM investment will offer a return in the first year.  NatWest Card Services, the major credit card issuer in the UK, has established exciting results of its CRM strategy, through its use of Prime Response's integrated marketing solution, Prime Vantage.

NatWest Cards is one of the first organisations to be able to quantify the impact of deploying its CRM strategy and demonstrate a strengthened relationship with its customers.

Through its use of Prime Vantage, NatWest Cards can develop and execute one-to-one marketing programmes across all customer touchpoints. NatWest Cards has targeted marketing campaigns to its customers and early results show a healthy profit uplift through increased use of the cards. The company can now create more relevant and event-related marketing programmes, with a measurable difference in customer behaviour.

NatWest will be able to see a total return on investment in the Prime Response product suite within one year, rather than the forecast three, illustrating the success of its CRM programme.

 Tony Davis, head of customer marketing, NatWest Card Services, commented: “These initial results are critical in demonstrating to the business, evidence of the value to be created through a truly customer-centric approach. Our CRM strategy is all about recognising customer differences and offering a unique mix of contacts and offers which motivates mutually rewarding behaviours. The Prime Vantage solution allows us to link our segmentation and segment strategies with the operating platforms which drive customer contacts. Customers clearly appreciate it when we demonstrate an understanding of their needs and we are delighted with the early results.”

 Allen Swann, president of international operations, Prime Response, concurred: “We are delighted with NatWest’s success in its execution of its strategy. This proves that in this highly competitive market, large financial institutions must understand the importance of customer contact and the role it plays in improving customer loyalty and profitability.”

Prime Response customers include companies in the financial services, communications, retail/e-commerce and transportation and leisure areas such AirTouch, Allianz, The Associates, British Airways, Credit Suisse, CVS, Deutsche Bank, E*TRADE, Fiat, KPN, Mattel Interactive, MediaOne, NatWest,, and UPS. Partners include Andersen Consulting, Fair Isaac, HP, IBM, Microstrategy, SAS Institute, and Sun Microsystems.

NatWest Card Services is an international force, promoting and supporting all NatWest's card products and services, including issuing cards to personal and commercial customers on Mastercard, Visa, American Express and Switch badges, and processing card transactions via NatWest Streamline in the UK and internationally via International Merchant Services.  NatWest Cards' CRM strategy is ground breaking in the UK, building dialogue based upon its wealth of customer information.

Prime Response is recognised as an e-Marketing automation visionary in the fast-growing CRM industry. [email protected] is a web-based, multi-channel marketing automation solution that integrates internet channels, such as e-mail and web, with traditional marketing channels, such as direct mail, call centres, direct sales systems, and mass market advertising.


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