Siebel User Week: Abbey National makes its own life easier

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As part of its strategy to reposition itself as a retail company, Abbey National is rolling out Siebel eBusiness applications to improve relations with its 15 million customers.

The project - Siebel's largest retail banking eBusiness deployment in the UK sees Abbey National implementing Siebel eFinance as the technology cornerstone of its One on One program which also involves redesigning of branches and the inclusion of Costa Coffee shops in some areas. The One on One programme - the biggest Abbey National has ever tackled - reflects the Abbey National brand vision of "Making Customers' Lives Easier".

Ambrose McGinn, eCommerce and Strategic Development Director, Abbey National, said: "Banks are boring. People walking down the high street walk faster past banks than they do past shops like Gap. We want to move towards being seen as a retail firm."

The CRM roll out is intended to enable the bank to treat its customers as individuals by having one comprehensive view of them, in one system. This single view will includes customer details, product holdings, contact history, and prompt messages.

It's hoped the system will increase the number of profitable customers through improved cross-selling and retention. "About ten per cent of our customers currently produce 100 per cent of our profit," said McGinn. "We want to produce more cross and up-selling opportunities."

As sales opportunities are generated-whether through the branch, a call centre, or via targeted marketing campaigns-they can be transferred immediately to the appropriate area and acted upon swiftly and effectively. By understanding more about the customer's needs, Abbey National intends to offer financial services solutions that are tailored to the unique needs of the customer.

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