8 December, 2003
National Australia Bank Receives Global Recognition in Customer Relationship Management
National Australia Bank has been announced the gold winner of the 2003 National Center for Database Marketing (NCDM)
Database Excellence Awards, which recognise international ingenuity and creativity in building and leveraging marketing
With an international judging panel selected from executives at leading IT organisations, the Bank is the only
Australian organisation to achieve this accolade for its integrated database marketing effort, which from October 2002
to August 2003 helped to yield AUD$9.5 billion in deposit and lending drawdowns.
The National’s relationship marketing ethos has been underpinned by an integrated approach for over 15 years, and
through the Bank’s partnership with Teradata, a division of NCR Corporation (NYSE:NCR). The National’s Customer
Relationship Management (CRM) and database marketing capabilities have helped to provide superior understanding of
customer needs to better advise and deliver appropriate solutions.
The National’s Head of Customer Relationship Management, Dr Charles Lawoko, said winning this prestigious award
demonstrated the National’s commitment to developing processes that support the CRM strategy for banking and wealth
“We have generated over one million targeted customer contacts in the last financial year and witnessed an increased
share of wallet in key customer segments,” he said.
“National and Teradata will continue to develop the Communications Manager Software (CM3) functionality using various
off-the-shelf tools as well as purpose built processes that continually improve CRM optimisation,” said Julian Beavis,
Teradata’s vice president of Australia, New Zealand and South East Asia.
“It is significant that in the competitive environment of international financial services, the National has
successfully chosen to pursue a relationship-based strategy. Teradata’s CM3 gives the National much greater insight and
control into their customer relationships, increasing customer service levels and creating revenue generating
opportunities,” he said.
At the heart of the National’s CRM process is National Leads, an engine that identifies and generates leads based on
significant reactive changes and events in a customer’s transaction pattern. Using a broad range of solutions, the
National also has advanced analytics capability to identify each customer’s propensity to buy a product, respond to an
offer, and can identify customers who may be switching and where proactive service needs are required. The National
Leads engine prioritises events and alerts the relevant Relationship Manager on a daily basis so that quick and
appropriate action can be taken.
National Leads, which was established in 1997, also serves as a communications gatekeeper, managing the frequency,
content and channel used for customer interactions during marketing campaigns. Its capabilities were extended in June
2003 through the implementation of Teradata’s CM3, a joint venture with the National that has helped speed up the sales
cycle process, enables customer preferred channel contact and helps manage sales dialogue across multiple channels
About the NCDM Database Excellence Awards
The NCDM Database Excellence Awards recognise organisations that have demonstrated ingenuity and creativity in using
database marketing to drive successful integrated marketing campaigns. Organised by the National Centre for Database
Marketing in the United States, the Awards provide outstanding visibility and recognition. Established in 1996, the
award winners demonstrate ingenuity and creativity in the building and leveraging of marketing databases. Each winner
has achieved dramatic results by applying statistical techniques, leveraging systems capabilities, and implementing
sharp strategic thinking. This year’s panel of judges was selected from the following companies: Oracle Corporation,
Microsoft, Dell Computer Corporation, DoubleClick, Inc., Harte-Hanks, KnowledgeBase Marketing, Inc, and Affinia
About Teradata Division
Teradata, a division of NCR Corporation (NYSE: NCR), is the global leader in enterprise data warehousing and enterprise
analytic technologies and services. For more information, visit www.teradata.com.
About NCR Corporation
NCR Corporation (NYSE: NCR) is a leading global technology company helping businesses build stronger relationships with
their customers. NCR’s ATMs, retail systems, Teradata® data warehouses and IT services provide Relationship Technology™
solutions that maximize the value of customer interactions. Based in Dayton, Ohio, NCR (www.ncr.com) employs
approximately 30,100 people worldwide.
NCR and Teradata are trademarks or registered trademarks of NCR Corporation in the United States and other countries.