CRM Plan for National Australia Bank

Running Head: Report
Contents
Introduction.................................................................................................................... 2
Current State Analysis of the National Australia Bank...............................................................3
SWOT Analysis - CRM approach by National Australia Bank.....................................................3
CRM Project Objectives.................................................................................................... 4
Selected CRM suite and analytical capabilities.....................................................................6
Infrastructure requirements................................................................................................ 9
Pre-CRM Implementation............................................................................................... 9
Post-CRM Implementation............................................................................................ 10
Training...................................................................................................................... 12
Timeline...................................................................................................................... 13
Budget........................................................................................................................ 15
Conclusion................................................................................................................... 16
References................................................................................................................... 17
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Running Head: Report
Introduction
To reconcile the sales and marketing functions in order to improve targeting effort, technology
solutions called CRM (Customer Resource Management) is used in some organizations. It helps
in increasing the competition for many companies and assist in maximizing the relationship with
all customers using the comprehensive approach. Customer Relationship management helps in
linking the front-end operations like sales, marketing, customer service with back-end operations
like logistics, human resources, etc. Generally, it is a combination of people, processes, and
technology that strive to understand the customer’s of the organization and managing them
(Chen & Popovich, 2003). This report helps in determining the role of CRM and drafting the
CRM for National Australia Bank, National Australia Bank (NAB) comes in the list of first four
banks in Australia. This bank provides services like banking, investment and management of
wealth. NAB also provides debt, investment products, and risk management services (Soliman,
2011). The National Australia Bank has approx 1500 branches in the regions of Australia and
New Zealand. This report comprises of the Analysis of the strengths and weaknesses of the
National Australia Bank current processes to analyze if they are in silos, and objectives of the
CRM program. This report also includes the selection of the best CRM suite for NAB to evaluate
the potential customers and to increase the sales and applications for the loan/ credit card and
investment, and how it helps in improving the key CRM feature LTV using its analytical
capabilities. The type of structure to support the requirements for infrastructure is also included
in this report. This report also includes the brief regarding the training system along with the
timeline and budget (Putney & Puney, 2013).
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Running Head: Report
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Running Head: Report
Current State Analysis of the National Australia Bank
The current state analysis of the National Australia Bank can be evaluated using the SWOT
analysis. This is a widely used technique which helps the managers to get an overview about the
company's current situation. The SWOT analysis is a presumption that the organization current
status can be derived from the internal resources (having a positive impact in terms of strengths
and opportunities) and external situation (having a negative impact in terms of weakness and
threat). For designing the successful strategy, the SWOT analysis presumption must be
accurately applied. Below is the SWOT Analysis of the National Australia Bank:
SWOT Analysis - CRM approach by National Australia Bank
Strengths:
 National Australia Bank is a leading enlarged financial bank because of its expansion in
the product and geographical area.
 Increase in overall net interest in the monetary terms like income and revenues due to the
expansion of better and improved management.
 This also helps in contributing to profitability in terms of groups because of national
Australia Bank capital Finance (Yousigma, 2013).
Opportunities:
 The acquisition of the National Australia Bank by the Great Western Bank based in the
US will help in increasing the revenues of National Australia Bank
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Running Head: Report
 Opening for expansion of National Australia Bank in the Global market like China will
also help in increasing the revenue market share of National Australia Bank.
 It also has a positive prospect in implementing the Asset Management Organization.
 The NAB can use the Salesforce CRM services for their growth.
Weaknesses:
 The act of examining the decline in the revenues.
Threats:
 The impact of slowdown of economic as well as the global market is affecting the
business growth and reducing the investments or financial operations or other banking
facilities of National Australia Bank.
 Various competitive banks in the same region can affect the profitability of the National
Australia Bank in terms of financial systems (NAB Team, 2014).
CRM Project Objectives
The National Australia bank is considered as the fourth largest financial bank in Australia in
terms of earnings, customers, and market capitalization. The National Australia Bank is using
Siebel and Teradata as a customer relationship management system now. The responsibility of
National Australia Bank is to target dollar 1 million savings as a profit margin. It has been
evaluated by the Shenkel that more investment is required for customer centric capabilities due
to the change in the environment of competitors (Rathod, 2012). These changes will enable the
National Australia Bank CRM managers to accurately analyze and offer new packages of loans
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