Nationwide talks up CRM success

Nationwide talks up CRM success

Unisys has announced the successful implementation of a multi-million pound CRM contract with Nationwide.

Twelve thousand Nationwide users at call centres and branch outlets are currently using the system, developed by UK software house AIT, to access customer data, which is updated in real time.

The project, involving on average a team of up to 60 people, began in June 2001 with the first ' go live' milestone in October 2002. A number of further releases have gone live since. Another major milestone will be achieved shortly when the sodtware migrates to a Unisys ES7000 server for additional scalability. The system is currently processing up to 10,000 pieces of information each day.

Michael Humphreys, programme director for the CRM initiative at Nationwide comments: "We can now easily gain visibility of customer profiles and their specific needs at a glance with our CRM system, which means our employees are more informed and our members have enhanced interactions with the society.

He says the company has reduced the number of leaflets sent to customers by one third and that statement and relevant promotional materials are now issued together for more targetted marketing.

"We are now 50% more successful in encouraging members (via the direct mail) to use the Internet for their financial needs, be it banking, mortgage advice or insurance," continues Michael.

The primary data source for the customer profiles is the Customer Information System (CIS) which Nationwide and Unisys built 10 years ago. It contains details about all of Nationwide's 10 million customers, such as the product relationships they hold and all the contact address details.

Further developments in the pipeline include the introduction of more efficient workflow processes, and customer life-cycle profiling and model-building founded on improved data capture and analyis.

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