NAB Receives Global Recognition in CRM
8 December, 2003
National Australia Bank Receives Global Recognition in Customer Relationship Management
National Australia Bank has been announced the gold winner of the 2003 National Center for Database Marketing (NCDM) Database Excellence Awards, which recognise international ingenuity and creativity in building and leveraging marketing databases.
With an international judging panel selected from executives at leading IT organisations, the Bank is the only Australian organisation to achieve this accolade for its integrated database marketing effort, which from October 2002 to August 2003 helped to yield AUD$9.5 billion in deposit and lending drawdowns.
The National’s relationship marketing ethos has been underpinned by an integrated approach for over 15 years, and through the Bank’s partnership with Teradata, a division of NCR Corporation (NYSE:NCR). The National’s Customer Relationship Management (CRM) and database marketing capabilities have helped to provide superior understanding of customer needs to better advise and deliver appropriate solutions.
The National’s Head of Customer Relationship Management, Dr Charles Lawoko, said winning this prestigious award demonstrated the National’s commitment to developing processes that support the CRM strategy for banking and wealth management.
“We have generated over one million targeted customer contacts in the last financial year and witnessed an increased share of wallet in key customer segments,” he said.
“National and Teradata will continue to develop the Communications Manager Software (CM3) functionality using various off-the-shelf tools as well as purpose built processes that continually improve CRM optimisation,” said Julian Beavis, Teradata’s vice president of Australia, New Zealand and South East Asia.
“It is significant that in the competitive environment of international financial services, the National has successfully chosen to pursue a relationship-based strategy. Teradata’s CM3 gives the National much greater insight and control into their customer relationships, increasing customer service levels and creating revenue generating opportunities,” he said.
At the heart of the National’s CRM process is National Leads, an engine that identifies and generates leads based on significant reactive changes and events in a customer’s transaction pattern. Using a broad range of solutions, the National also has advanced analytics capability to identify each customer’s propensity to buy a product, respond to an offer, and can identify customers who may be switching and where proactive service needs are required. The National Leads engine prioritises events and alerts the relevant Relationship Manager on a daily basis so that quick and appropriate action can be taken.
National Leads, which was established in 1997, also serves as a communications gatekeeper, managing the frequency, content and channel used for customer interactions during marketing campaigns. Its capabilities were extended in June 2003 through the implementation of Teradata’s CM3, a joint venture with the National that has helped speed up the sales cycle process, enables customer preferred channel contact and helps manage sales dialogue across multiple channels simultaneously.
About the NCDM Database Excellence Awards
The NCDM Database Excellence Awards recognise organisations that have demonstrated ingenuity and creativity in using database marketing to drive successful integrated marketing campaigns. Organised by the National Centre for Database Marketing in the United States, the Awards provide outstanding visibility and recognition. Established in 1996, the award winners demonstrate ingenuity and creativity in the building and leveraging of marketing databases. Each winner has achieved dramatic results by applying statistical techniques, leveraging systems capabilities, and implementing sharp strategic thinking. This year’s panel of judges was selected from the following companies: Oracle Corporation, Microsoft, Dell Computer Corporation, DoubleClick, Inc., Harte-Hanks, KnowledgeBase Marketing, Inc, and Affinia Hospitality.
About Teradata Division
Teradata, a division of NCR Corporation (NYSE: NCR), is the global leader in enterprise data warehousing and enterprise analytic technologies and services. For more information, visit www.teradata.com.
About NCR Corporation
NCR Corporation (NYSE: NCR) is a leading
global technology company helping businesses build stronger
relationships with their customers. NCR’s ATMs, retail
systems, Teradata® data warehouses and IT services provide
Relationship Technology™ solutions that maximize the value
of customer interactions. Based in Dayton, Ohio, NCR
(www.ncr.com) employs approximately 30,100 people
NCR and Teradata are trademarks or registered trademarks of NCR Corporation in the United States and other countries.