Abstract:

This paper shows how two quite disparate banks in culture and outlook - Natwest Bank and the Royal Bank of Scotland - came together and evolved a comprehensive CRM strategy. In doing so it will demonstrate why it is necessary to marry the top-down macro approach (e.g. brand and customer strategy) with the bottom-up micro implementational issues 'on the ground' in order to become truly customer centric. Additionally the authors show that a closer relationship is needed between research agency and client if such a CRM strategy is to be delivered effectively within this environment. Lastly, the paper reviews how customers really want to be treated and how this is being translated across all parts of the two banks.