Abstract:

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) - one of Australia's largest commercial banks. This approach has incorporated a number of key studies to deliver strategically significant and actionable insights into the organisations performance. In addition, the approach has resulted in a number of customer-focused measures becoming part of the senior management performance measurement. Important areas covered within this paper include a discussion on why reputation is important, identification of ways of assessing current levels of reputation, understanding the key dynamics of reputation, - specifically key drivers as well as developing a number of predicative tools to be used by NAB to facilitate and measure the impact corporate initiatives have on NAB's reputation.