The client, a leading retail bank, embarked on a CRM program across 5 main areas: - Customer Strategy - Customer Experience - Customer Information - Leads and Analytics - People & Sales Culture. The purpose of the Program was to, "reduce the gap to CRM leading practice over 3 years and overtake the competition in 5 years". The nature of the business (people and process) and technology challenges (re-platforming a range of systems in the bank) was complex.

Our involvement in this aspect of the CRM program was as follows: - Leadership of the "Strategy Alignment" work stream. This team's purpose was to develop the Customer Strategy and align it with the strategies developed and being action in other parts of the organisation. - Program Quality Assurance and Program Director Advisory: Detailed review of project papers with special focus on the Operational CRM (Siebel 7 and the upgrade from Siebel 6) presented to the leadership team to provide critical review of key recommendations made and decisions taken. Specifically, this involved: • “1 to 1” advice to the Program Director on operational, strategic and business-engagement related issues • Advice to other work stream leaders • Representation of Reach in the bank-wide SPP initiative (Sustainability Productivity Program)

The first two years of this transformation program was complex and challenging from both a business and technology perspective. A number of large projects had previously failed or delayed within this organisation. The Operational CRM platforms that resulted from this Program continue to serve as a foundation of the sales and service capabilities today. CEC provided pragmatic advice to the leadership of the Program that resulted in a successful deployment of the CRM capability.