Awards for Australian bank's CRM system
The CRM system used by National Australia Bank has not only brought an increase in market share and profits, but awards as well.
National Australia Bank and Teradata won the NCDM (National Center for Database Marketing) Database Excellence Gold Award for creativity, ingenuity and dramatic results in relationship marketing. The award was made at the NCDM Winter 2001 conference in New Orleans. There were 37 entries from which National's CRM solution powered by Teradata was judged best.
The bank also won the Best Customer Relationship Management Strategy award at the 2001 Financial Innovation Awards in London this October.
Single view According to National's head of customer knowledge management, Fernando Ricardo, the awards show the bank's commitment to developing processes to support the customer relationship strategy for banking and wealth management. He says: "Our CRM strategy, known as National Leads, integrates all channels and our customer facing staff in a single view of the customer experience."
Market share up He continues: "Over 10 years ago, the National committed itself to a CRM business strategy. We've witnessed significant growth and expansion in key customer segments due to this commitment. In the 12 months to September 2001 draw downs exceeded $10 billion and 1.5 million leads were delivered to bankers and financial planners. The National increased its market share by almost one percent in home loans and has grown strongly in its wealth management cross sales. The National now has the highest share of wallet for high value clients in Australia." The National Leads campaign management system was designed by the National and developed by NCR/Teradata.