Product details

The case describes the adoption of a new CRM (Customer relationship management) strategy within NatWest Cards, the credit card division of NatWest Bank, with more than four million customers. The driver for the introduction of CRM at NatWest Cards was to remain price competitive and retain market share plus increasing customer cross-holdings within NatWest. The project involved gathering customer information into a data warehouse; using this central repository of customer data to identify clear market segments; and using this segmentation to develop targeted communications around clear value propositions. NatWest Cards'' creation of a data warehouse, analytical and reporting tools and new customer communications was driven by a recognised need to realise potential as well as current customer value. The case emphasises that the role of IT in CRM is to support business and customer strategy, not to define it.