What benefits has NAB achieved through its CRM strategy?
Gerd Schenkel: If a CRM system is deployed correctly, it improves overall productivity of the sales force by helping them prioritise activities. Further, rather than simply generating generic sales calls, our solution generates very targeted focused opportunities that show a real understanding of customer requirements. It may be related to an existing product, a change in the service being used or simply some advice. This approach is really appreciated by our customers. Paul Newton: We believe that we have in place a solution that puts the NAB, UK at par with the leading competitors in the market. Our plans for the next 12/18 months should see us move ahead. Our TOPs (Tailored Opportunities) programme helps us to understand our customers’ requirements, identify opportunities and learn more about the drivers of value for NAB. We deploy events such as ‘understanding customer profit’, ‘the impact on profit of various actions’, ‘customer appetite for various products and services’, ‘risk p
