Natwest has completed the roll-out of a Microsoft Dynamics customer relationship management (CRM) system, helping its employees to improve banking services for corporate customers.
The high street lender, which is part of the Royal Bank of Scotland group, decided in 2011 to consolidate legacy CRM systems across the organisation, with one piece of software put in place for all of its business customers.
After over a year of planning, Natwest deployed Dynamics in four months, going live for 3,000 users in April 2013. The system has been widely implemented, with an adoption rate of 95 percent across its user base.
A number of competing CRM solutions were also considered, including systems from Salesforce.com and Oracle, before Dynamics was chosen due to ease of integration with Microsoft Outlook, as well as the ability to deploy the system on-premise.
Since going live, the CRM system has given staff immediate access to all relevant customer information, regardless of which part of the business was initially contacted. It also allows data from a range of other systems, such as product holding, analytics and a host of marketing feeds to be incorporated into one place, improving the services offered to customers.
“To improve our Business Banking division, we wanted to create a consolidated view of all customer touch points and streamline processes to free up employee time to better focus on those customers,” said David Russell, head of CRM for business & commercial banking at the Royal Bank of Scotland.
“We also sought powerful analytics capabilities that would allow us to further improve those customer relationships while driving cross-selling opportunities through value-added customer interactions. CRM helps us to deliver a personalised service which supports customers in achieving their ambitions.”
Russell added that deploying the new solution has enabled bank staff to find and access customer information faster than previously possible.
“Before Microsoft Dynamics CRM, employees would spend around 30 minutes preparing for a customer meeting, as they had to print documents and make phone calls. Now all that information is one system, and they can prepare in a matter of minutes.”
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