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Portrait customer Nationwide Building Society has been awarded by the Institute of Financial Services the Financial Innovation Award 2004 for Best Customer Relationship Management Strategy.
The building society's strategy is to provide a full range of competitive retail financial products under a single brand, across a branch network, call centres and service channels. Their "integrated Customer Relationship Management" (iCRM) strategy is about integrating the way in which sales and service are delivered to customers such that customers always feel they are dealing with the same organisation, regardless of which channel they choose at any point in time. The emphasis is on integration of technology and processes.
Around 4,000 employees are now working with the system and internal research has shown that employees are more confident engaging with customers - customers have improved access to the appropriate information which means their needs are met fast than before leading to incremental sales for the Nationwide.
The building society's strategy is to provide a full range of competitive retail financial products under a single brand, across a branch network, call centres and service channels. Their "integrated Customer Relationship Management" (iCRM) strategy is about integrating the way in which sales and service are delivered to customers such that customers always feel they are dealing with the same organisation, regardless of which channel they choose at any point in time. The emphasis is on integration of technology and processes.
Around 4,000 employees are now working with the system and internal research has shown that employees are more confident engaging with customers - customers have improved access to the appropriate information which means their needs are met fast than before leading to incremental sales for the Nationwide.
