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The National has recently won two international awards for its National Leads systems and its integration with its customer relationship management strategy. The awards are from the UK-based Institute of Financial Services for the best Customer Relationship Strategy, and from the US-based Direct Marketing Association for excellence in Database Marketing. The National's Head of Customer Knowledge Management, Mr Fernando Ricardo, said that the awards demonstrate the National's commitment to developing processes to support the customer relationship strategy for banking and wealth management. "Our CRM strategy, known as National Leads, integrates all channels and our customer facing staff in a single view of the customer experience," said Mr Ricardo. "Over 10 years ago, the National committed itself to a CRM Business strategy. We've witnessed significant growth and expansion in key customer segments due to this commitment. "In the 12 months to September 2001 drawdowns exceeded $10 billion and 1.5 million leads were delivered to bankers and financial planners. The National increased its market share by almost one percent in home loans and has grown strongly in its wealth management cross sales. The National now has the highest share of wallet for high value clients in Australia. "Our National Leads and CRM strategies are about tailoring solutions at the right time and through the right channel. This allows us to take a pro-active role in assisting the customer to develop a solution to best meet their existing and future needs," added Mr Ricardo. National Leads campaign management system was designed by the National and developed by NCR/Teradata. The UK award was presented at the Institute of Financial Services' major award night for outstanding innovation. In the US, the National was the Gold Award Winner for its National Leads system. The award will be presented on 11th in December in New Orleans.
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