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CRM Case Study: Optimizing Relationships at National Australia Bank, Ltd.

Product Type: Market Research Report
Published by: TowerGroup
Published: January 2001
Product Code: R301-558
Description
The National, the lead bank for the National Australia Bank Group has actively pursued a customer relationship management (CRM) business strategy since the late 1980s. Unlike most financial services institutions, the bank first adopted the business strategy and then slowly began to acquire technology assets that could clearly augment its business strategy. Perhaps the most interesting aspect of the National's push to embrace CRM is its demonstrated willingness to reconfigure its organizational structure around customers rather than products or lines of business.

This case study on the National provides financial services institutions with an overview of how one such organization has undertaken the long and winding road to a near-comprehensive CRM business strategy. Technology vendors will gain insights into how technology can augment a well-integrated CRM business strategy.

This Research Note profiles a bank that has accepted the fact that technology alone cannot drive CRM strategy. As a result, the bank has emphasized the need to change its corporate culture and business processes to conform to its CRM strategy.

Table of Contents
Highlights

Introduction

Background

  • Global Franchise Strategy as NAB

    History of CRM at the National

  • CRM at the Customer Interface
  • Chronology of Major CRM Technology Adoption
  • CRM Strategies

    Relationship Optimizer

  • Propensity Scoring and Event Detection
  • Integration with Ceres

    Relationship Optimizer at the National

  • Managing Customer Portfolios
  • Marketing Resources at the National
  • Tangible Results of the Impact on Business

    Conclusion



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