National Australia Bank and Teradata Win Overall NCDM Award for Excellence in Database Marketing
Data warehouse-driven information environment recognized for best practices in CRM
MIAMISBURG, Ohio — Teradata Corporation (NYSE: TDC), the world’s largest company solely focused on data warehousing and enterprise analytics, announced today that Teradata and National Australia Bank (NAB) have been named “best of the best” in database marketing by the National Center for Database Marketing (NCDM). The companies were named winners of the Platinum award for overall excellence in Database Marketing and collected the Gold Award for Multichannel Marketing. The NCDM awards honor organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases, and the awards are presented in key categories each year by the Direct Marketing Association (DMA).
Teradata collaborated with NAB in the bank’s efforts to extend its customer relationship management (CRM) capabilities and support marketing programs for multichannel outreach. NAB implemented a data-driven CRM program and dramatically extended its direct marketing capabilities across these key areas: interactive marketing, customer retention, modeling/segmentation, and information systems development. NAB’s CRM team is now able to support inbound sales and marketing activity across multiple customer touch points (branch, Internet banking and direct contact centers) that leverage its analytics and campaign management capability, which have been developed with Teradata over a number of years.
“NAB has focused its CRM developments on enhancements that support our customers and bankers at a local level,” said Mark Quartermaine, head of CRM and Sales Support at NAB. “To support this focus, we needed to transform and integrate our existing analytical CRM capabilities. We did this by implementing a Multichannel Sales and Marketing Program to enhance our CRM tools to provide bankers with targeted analytics and event-driven customer triggers.”
The initiative is part of an ongoing journey to leverage NAB’s CRM capability to continue to drive ROI. It is integrated with other marketing, analytics and CRM tools.
The results of NAB’s award-winning initiative are stellar: End-user adoption of NAB’s enhanced CRM analytic capabilities and sales tools has greatly increased and senior leaders have endorsed the initiative as a key driver of new business. In addition, bankers have been empowered to make more effective customer contact, leading to a more sales-driven culture.
The financial impact has been noteworthy as well. For example, a key CRM metric is the percentage of customer conversations — resulting from customer event triggers — that are converted to potential sales opportunities. Using inbound and outbound channels together:
* Conversation opportunities resulting in a successful sale have more than doubled in 12 months
* Conversion rates of conversations to opportunities have gone from two percent to 20 percent over two years
* There has been a significant increase in the number of bankers using NAB’s conversation request tool since its relaunch in May 2008
* The value of sales opportunities directly linked to conversation triggers has doubled over the past 12 months
“We congratulate NAB and are proud to be a partner in the bank’s spectacular CRM success story,” said Noel Pettitt, vice president, South Pacific Area, Teradata. “We hold NAB’s analytical data environment in high regard as a powerful example of Teradata Active Enterprise Intelligence, injecting customer intelligence at operational and interactive touch points for better, faster decisions and profitable customer interactions. Companies that are ready to take a major step forward in database marketing can bank on Teradata expertise and likewise produce award-winning business value.”
NAB and Teradata also won an NCDM Gold Award in 2003 for excellence in database marketing. In 2006, Teradata and customer Overstock.com received Platinum and Gold Awards at the NCDM show. Teradata’s newest software portfolio for highly effective customer relationship management is Teradata Relationship Manager.
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