NETTING IT OUT

This report is a case study that examines activities at Nationwide Building Society to select new campaign management technology, to bring campaign management development and delivery in-house, to develop and deliver campaigns that make offers in-line with customers’ banking activities, and to plan for expanding campaign activities using the new campaign management technology.

Nationwide Building Society is a large, U.K.-based retail financial services institution that was founded in 1848 and is mutually owned by its 11 million customers. Nationwide has a history of innovation in the services that it offers its customers, and over the past decade, Nationwide has become a more customer-centric organization.

Through the phase 1 implementation of Unica Affinium, the campaign management product that it selected, Nationwide has improved the customer experience that it delivers through its assisted channels. The Society has become ever more customer-centric and has made it easier for its customers to do business with it. At the same time, the new system has already delivered significant, bottom-line business benefits. Going forward, Nationwide plans to migrate campaigns from the existing campaign system, develop new types of campaigns, and deliver offers through self-service channels.

NATIONWIDE BUILDING SOCIETY
A Large, Retail Financial Service Institution

Nationwide Building Society is a large, U.K.-based retail financial services institution that was founded in 1848 and is mutually owned by its 11 million customers. Nationwide is the world’s largest building society (savings and loans organization), the U.K.’s second largest savings provider with £59 billion in deposit savings, and the U.K.’s fourth largest mortgage lender with more than one million mortgage customers and £60 billion in mortgages and loans. Overall, Nationwide is the U.K.’s seventh largest financial institution with assets of more than £110billion, 16,000 employees, 650 branches, and 2.1 million Internet banking customers.

A Pioneer in Delivering Financial Services

Nationwide has a history of innovation in the services that it offers its customers. It has many “firsts” in retail banking. For example, in 1987, Nationwide introduced FlexAccount, the first full-service current account to pay interest. Nationwide launched the world’s First Visa Delta debit card in 1991. In June 1995, the bank became one of the first financial organizations to have a site on the Internet. In October that year, Nationwide became the first U.K. financial services organization to launch PC home banking.

This Case Study

This case study examines Nationwide’s activities to select new campaign management technology, to bring outsourced campaign management development and delivery in-house, to develop and deliver campaigns that make offers in-line with customers’ banking activities, and to plan for expanding campaign activities using its new technology. The activities underline Nationwide’s customer-centric approach. Deborah Wilkins, Project Manager, Marketing Analytics, lead managed these efforts. Peter Molloy, Marketing Database Controller, has been instrumental in campaign design and development. Through their time and assistance, we’re able to present, discuss, and analyze this case study.

TOWARD CUSTOMER-CENTRICITY
Building Strong and Profitable Customer Relationships…