NAB gets gong for CRM system
(9th December 2003 – Australia) At a time when several of Australia’s major banks are pouring millions of dollars into their second generation customer relationship management (CRM) systems, National Australia Bank has received a guernsey for its CRM system.
NAB was chosen by a panel of international judges from major IT companies as gold winner of the 2003 National Center for Database Marketing (NCDM) Database Excellence Awards. The award recognised international ingenuity and creativity in building and leveraging marketing databases.
NAB said its integrated marketing database helped it yield A$9.5 billion in deposit and lending drawdowns between October 2002 and August 2003.
The bank’s head of CRM, Dr Charles Lawoko, said NAB had generated more than one million targeted customer finds over the past financial year and had subsequently witnessed an increased share of wallet in key customer segments.
NAB said its CRM process, known as National Leads, helped it identify and generate leads based on significant reactive changes and events in a customer’s transaction pattern. The system identifies which customers show signs of switching in order to generate proactive service needs.
NAB said its integrated marketing database helped it yield A$9.5 billion in deposit and lending drawdowns between October 2002 and August 2003.
The bank’s head of CRM, Dr Charles Lawoko, said NAB had generated more than one million targeted customer finds over the past financial year and had subsequently witnessed an increased share of wallet in key customer segments.
NAB said its CRM process, known as National Leads, helped it identify and generate leads based on significant reactive changes and events in a customer’s transaction pattern. The system identifies which customers show signs of switching in order to generate proactive service needs.
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