CRM Implementation at National Australia Bank

This assignment delves into the successful implementation of Customer Relationship Management (CRM) systems by National Australia Bank (NAB). It analyzes the bank's strategic decisions, Oracle technology adoption, and the impact of CRM on customer interactions, loyalty, and overall business performance. The assignment also considers challenges faced during implementation and explores best practices for effective CRM deployment in the banking sector.

Running Head: CRM of National Australia Bank
Strategic Plan of CRM OF National Australia Bank

CRM of National Australia Bank 1
Table of Contents
1.0 Introduction................................................................................................................................2
2.0. Company Background..............................................................................................................3
3.0 SWOT Analysis........................................................................................................................4
4.0 CRM Project Objectives............................................................................................................6
4.1 Background Information........................................................................................................6
4.2 Overreaching Objective.........................................................................................................6
4.3 Project objectives detailed.....................................................................................................6
5.0 Selected CRM Suite and analytical capabilities........................................................................7
Vendor Selected...........................................................................................................................7
CRM Product Suit........................................................................................................................7
Advantages of CRM Suit.............................................................................................................8
6.0 Infrastructure Requirements:.....................................................................................................9
6.1 Pre and Post Implementation.................................................................................................9
6.2 Post Implementation..............................................................................................................9
7.0 Training:..................................................................................................................................10
7.1 Training overreaching..........................................................................................................10
7.2 Training Implementation......................................................................................................11
8.0 Timeline:..................................................................................................................................12
9.0 Budget:.....................................................................................................................................13
10 Conclusion:...............................................................................................................................14
References......................................................................................................................................15

CRM of National Australia Bank 2
1.0 Introduction
Customer Relationship management is the most essential strategy for the organization to survive
in overcrowded brand arena, it is the strategy which unites information technology with
marketing (Zamil, 2011). All the organizations have different CRM strategy based on their
different goals including customer attraction, customer satisfaction (Hosseini, 2009). This report
aims to study the problems faced by national bank of Australia and to propose the required CRM
solution to them to enhance the value of their brand.

CRM of National Australia Bank 3
2.0. Company Background
National Australia Bank has the legacy of 150 years, with more than 10 million customers at
more than 800 locations around the world. National bank of Australia works with sole aim to
understand and support customers, it is the largest liquidity provider in the Australia, with
flexible and customized financial products for the multi region customers in order to help them
in managing their working capital requirements (NAB, 2017).
National Australia bank works on the sole aim to understand and support customers in their
financial needs, company has strong CRM management in order to serve the large pool of
customers, and the company has got global recognition in customer relationship management.
This report is an attempt to study the CRM practice of National Australia Bank, and it aims to
propose the CRM plan to help NAB in customer retention practices.

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3.0 SWOT Analysis
National bank of Australia is the leading financial institution with branches at 800 locations all
over the world with customer base of 10 million who are served by 35,000 esteemed employees
of the organization. Bank offers basket of financial products based on the needs and
requirements of the customers.
Strengths Weakness
 National Australia or NAB has the old
legacy of 150 years, with strong
liquidity and funding position.
 Company has the strong brand image
hold the position in top 4 banks of
Australia.
 Bank has recently launched virtual
Google assistant for NBA banking
queries this will save the time of both
banking operation staff and people,
bank carries the basket of customized
financial product for the customer of
the various regions.
 Bank has the global fame for its type
of CRM as the same has strong
expertise in handling large pool of
 There are various issues in which
NAB lacks as it face serious issues in
operational risk management
practices.
 As per its recent audit report, and bank
is also facing disruption in its internet
or online services from long time.
 Currently customers are facing serious
issues of duplicate credit entry and
down internet problems which brings
the thought of outdated technology
infrastructure of NBA and it also
affects the brand image of the
company (NCR, 2005).

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customers (Computerworld, 2003)
 National bank of Australia always
strive to give technologically
upgraded services to the customers
bank has started special biometrics
technology to make customer use their
account by their voice in order to
reduce frauds (Bender, 2012)
Opportunities Threats
 Potential for NAB for expansion in
untouched major countries, although
setting up business in different
country is difficult because each and
every country have different culture,
different economic environment and it
is very essential to create country
specific product to gain the market
share in that market.
 Nab has huge potential to leverage the
untouched markets and serve the
customers with their basket of
financial products.
 Increasing problem of internet from
time to time can force customers
switch the brand.
 Other competitor bank can leverage
the opportunity which can create the
problem for national bank of
Australia.

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4.0 CRM Project Objectives
4.1 Background Information
The biggest problem National bank of Australia facing right now is the fear of customer
switching due to its frequent internet problems and duplicate credit entry in the account
statement (Aussieoutages, 2017). Thus the main objective of this project is to introduce the
CRM tool for retaining the customer. Retention of the customer is very important for the
profitability of any organization (Rosenberg & Czepiel, 1984). In the words of Gartner 80% of
the average company’s revenue comes from just 20% of its existing customer as result 5% of
increase in customer retention rate will increase profit up to 125% (Gartner, 2012).
4.2 Overreaching Objective
The main overreaching objective is to increase the customer retention rate in the national bank of
Australia due to frequent internet slow down and the increasing frustration of customers for
problem in logging into internet and mobile banking (Weakness)
If the customer retention did not worked out other competitive banks can take the leverage the
problem faced by the bank (Threat)
4.3 Project objectives detailed
Objective is to implement Marketing Automation for following reason for increasing the
customer retention
 Creating good customer database and customer portfolio in order to recognize the
purchase pattern and to keep eye on reasons which can lead to departure of the customer,
and on the urgent basis same should be avoided.

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 Build strong relationship with the customers, and to look forward for crating the customer
lifetime value.
 Marketing Automation will help in generating the purchase patterns of the customers
based on that customized offers can be offered to the customers
5.0 Selected CRM Suite and analytical capabilities
5.1 Introduction
National bank of Australia can acquire Cloud CX of Oracle as,
 Oracle is the world leader in CRM software, and it provides complete solution that helps
organization in increasing sales, marketing and customer service solution with the
fulfillment of the customized requirement of the organization.
 Another main reason of choosing Oracle is National bank of Australia is using CRM
software’s of Oracle from long time and is the trusted vendor.
5.2 Cloud CX analytical capabilities
 Newly launched oracle cloud CX has the features which oracle Siebel don’t have and it
do provide modern SFA and Marketing Automation solution.
 Oracle Cloud CX can help in increasing customer retention through its special feature of
social media, which will help in giving anytime anywhere service to the customer.
 Oracle Cloud CX can integrate with Oracle Siebel and the investment done on Oracle
Siebel do not go waste as National bank of Australia is using Siebel right now
introducing Oracle cloud CX will not let the investment done on Siebel go in waste.

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 Customer service always demands more, so National bank of Australia can plan to go for
next generation CRM suite i.e. Oracle Cloud CX suite. This could help organization in
giving great customer experience with great level of technological up gradation.
 Cloud CX guarantees the acquisition+ Retention+ operational efficiency and it results
into sustainable growth and profit.
 By adopting Cloud CX National bank of Australia can create fort of differentiation which
cannot be crossed by any competitor, and this suite can help bank in transforming into
next generation technology bank and can also help in continuing the legacy of global
CRM fame (Oracle, 2017).
Advantages of CRM Suit
 Cloud CX connects bond between organizational units and it supports customers in the
various touch points with the organization.
 Cloud CX is the complete integrated solution of sales, marketing and customer service it
helps the organization in generating the CLV i.e. customer lifetime value.
 CLV is the most important concept for any organization to concentrate on as under CLV
organization do not concentrate on the little benefit or cash flow received from the
organization whereas company concentrate on maintaining the lifetime relationship based
on the present value of the projected future cash flows main purpose of calculating the
CLV is to access the “financial value” of each customer (Bejou et.al, 2006).
Oracle Cloud CX is the product which concentrate on the challenges of customer lifecycle
experiences rather than concentrating on the single point interaction.
 Oracle CX connects the customer journey from question till every engagements,
 Can be operated in any device and can be accessed anywhere.

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 Helps in taking fast decisions with its feature of social media insights help to analyze
things fast.
 Brings modernization in business.
Oracle CX is the integrated cloud based solution for National bank of Australia which supports
in entire customer journey. (Oracle, 2013)
6.0 Infrastructure Requirements:
6.1 Pre and Post Implementation
6.2 Post Implementation
Post implementation of cloud CX will help bank to connect customers of the bank anytime
anywhere and can help in decreasing the problem or challenges arriving at fast level, and would
help in the identification of customer retention opportunities, flexibly address the new data or
any new requirement.
Marketing
No social
collaboration
features
unable to
connect
customers
anytime and
anywhere
Customer
Service
unable to
judge the
customer
feedbacks and
needs which
leads to
delayed service
Operation
Operational
ineffeciency
long sale cycle

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Post Cloud CX implementation will bring 360 degree view of customer which is most required
in banking industry
Source: www.linkedin.com/pulse/customer-insight-analysis-oluwafemi-olorunmaye/
The most important task of any CRM tool is to get 360o customer view without creating any silos
Cloud X do help in getting integrated customer view in order to understand each and every
customer and can provide customization service or special offers based on their portfolios.

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7.0 Training:
7.1 Training overreaching
Key point 1
“This research identifies organizational cultural dimensions that underpin successful relationship
management practice, and that lead to relationship outcomes of equality, satisfaction and
performance” organizational culture is very important and plays pivot role in increasing the
performance of the employee (Jaratt & Neill 2002).
Key Point 2
The most essential part of any training plan is to pre decide about the things to be included in the
training and what is the goal of the training and the proposed outcome of the training (Llorens,
Salvano and Grau, 2003).
7.2 Training Implementation
Training is the most important part in implementation of any CRM Suite in the organization as it
is very important to make the employ familiar with new techniques included in the organization
to ensure smooth functioning the most required training skills for Cloud CX is the employees
should be given understanding of HTML/ PHP, CRM concepts and related technologies such as
Siebel, fusion CRM (oracle, 2012).
For training purpose it is very necessary to ensure technical training programme which is
interactive and the employee should be made clear that proper training for the software is very
essential to ensure the growth of organization and employees growth they should be prepare for

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the change because change is very essential to ensure growth in the organization. For
implementation of Cloud CX training is most required in order to make employees acquainted
about the software they are supposed to be work on.
8.0 Timeline:
Time to implement any CRM software is approximately 2 months because for installation of
software lots of tasks are involved for example licensing process, Training of the users,
installation process, data transfer, annual maintenance support finalization by third party if
required
S.NO Process Time
1 Licensing Process 2 days
2 Process Mapping 5 days
3 Infrastructure Readiness 5 days
4 Data Transfer 5 days
5 Configuration (Creating Users profile) 5 days
6 Software Training & Deployment 3 days
7 Deployment 5 Days
8 Total Time 30 days
Above data are hypothetical based on

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Time of implementation of software in national bank of Australia will take approximately 30
days as organization is already working on CRM tools Oracle Siebel customer hub and the
Oracle Cloud CX can be integrated into the same. Another advantage is the organization culture
of national bank of Australia is very adaptive and are ready to change in order to impart better
services to customers of the organization.
National bank of Australia has global fame in the Customer relationship management and the
awards and accolades received cannot be achieved till the employees working in the organization
are adaptive and are ready to put extra efforts in order to achieve the mission of the organization.
9.0 Budget:
Price of Oracle Cloud CX for the different cloud services sales, Marketing, service and CPQ
(Configure price and quote) is different and the organization can purchase any of the cloud
services and it is not necessary to purchase all (Oracle Cloud, 2017)
The main objective of this CRM project is of SFA thus the costing will be based on the price of
the Sales cloud price of the sale cloud is $100/ per month per user
S.No Types of Cost
1 Installation Cost
o Consulting (analysis and project management)
o Customization, Integration and Data Conversion o
System Implementation
o User and Administrator Training
o Technical and User Support
2 Annual Maintenance Cost
Total
1200 *12 users
$ 1200 per year per user
$ 14400 per year

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Above cost are hypothetical cost, integration and data conversion cost of this will be low as the
software can be integrated into the current software used by National bank of Australia. But the
return on investment of this will be high as this CRM software will support in all the challenges
occur in the whole cycle.

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10 Conclusion:
National bank of Australia should plan to introduce Cloud CX in order to enhance the level of
customer service and ensure the retention in order to increase the profitability. As it takes huge
investment to acquire new customer but it takes less to retain the old one and as per the many
marketing researchers it is very essential to create long-time relationship with the customers and
company should always try to create height CLV.
National Bank of Australia after introducing Oracle Cloud CX will definitely be able to defend
itself against weakness and threat, and would be able to develop high retention growth rate in the
future.

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References
Bejou, D, et.al. 2006, Customer lifetime value – reshaping the way we manage to maximize
profits, Journal of relationship marketing, Vol. 5, no. 2.
Bender, A, 2012, NAB uses voice recognition to authenticate banking customers, Available
fro
mhttps://www.techworld.com.au/article/442526/nab_uses_voice_recognition_authenticate_banki
ng_customers/. [10 October 2017]
Coltman, T 2007, ‘Can superior CRM capabilities improve performance in banking, Journal of
financial services marketing, Vol. 12, no 2, PP. 102-114.
Computerworld, 2003, National Australia bank receives global recognition in customer in
relationship management Available from
https://www.computerworld.com.au/article/77942/national_australia_bank_receives_global_reco
gnition_customer_relationship_management/ [10 October 2017]
Coyne.A , 2015 NAB completes Oracle customer master rollout, Available from
https://www.itnews.com.au/news/nab-completes-oracle-customer-master-rollout-404446. [11
October 2017]
Delimiter,2011 Dealy hit NAB’S core banking project Available from
https://delimiter.com.au/2011/10/28/delays-hit-nabs-core-banking-project/. [10 October 2011]