Natwest Business Banking opted for a Microsoft Dynamics Customer Relationship Management (CRM) system to replace a number of other software processes because of the flexibility and integration it offers, the company has claimed.

Now part of the Royal Bank of Scotland group, the company spoke to Microsoft about the benefits it gleaned from utilising the software.

In 2011, the prestigious financial services organisation found that its legacy technology was beginning to show its age and decided a full CRM overhaul was needed if the firm was to provide customers with the service they demanded.

David Russell, head of CRM for business & commercial banking for the Royal Bank of Scotland, said: “To improve our business banking division, we wanted to create a consolidated view of all customer touch points and streamline processes to free up employee time to better focus on those customers.”

He explained the bank was also hoping for analytics capabilities that would “allow us to further improve those customer relationships, while driving cross-selling opportunities through value-added customer interactions”.

The personalisation offered by CRM has proven beneficial both to the financial services firm and its customers, declared Mr Russel.

Natwest looked at a host of options beyond the Microsoft version of the software but decided that its integration capacity made it the best option, in addition to the fact that its interface would be more familiar to users across the organisation.

“In order to get the adoption we needed, we knew we didn’t want a system that our users viewed as yet another software program they had to learn and use,” he said – rather, they were aiming for a process that would be considered helpful and intuitive.

Some of the additional benefits cited by Natwest include a rapid return on investment and a boost in customer relationships, with workers able to prepare for meetings in a matter of minutes because the information they need to do so is right at their fingertips.