Nationwide Building Society has completed the second phase of a multi-year customer relationship management project to give employees the tools to treat customers as individuals across multiple channels and products.
The first phase, called Customer Contacts, went live at the end of 2002, a year on from the Society's initial license agreement with UK software house AIT. This involved the implementation of AIT's Portrait software to 12,000 employees at all the organisation's branches and contact centres.
The second phase, which went live in May, introduces personalised sales and service messages, prompting staff to engage in a dialogue with customers. This phase also provides Nationwide with workflow infrastructure, allowing employees to follow-up and track issues or activities through the organisation.
Nationwide is using open XML Web Services to speed up the integration of Portrait with existing systems. This has provided flexibility to build a solution based on its unique business processes says Rudolf Heaf, Nationwide's head of integrated CRM.