Nationwide reviews martech stack, seeks new CRM agency

Alex Sword


The Financial Services Forum

Building society Nationwide is seeking a dedicated CRM agency for the first time as it looks to transform its communications with customers.

The mutual said the agency would help it overhaul its approach to multi-channel personalisation, aiming to deliver the best customer outcomes from personalisation of any bank in the UK.

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Nationwide also confirmed there was no incumbent agency, as well as stating that this would come alongside a full review of its Martech stack.

The new agency will work closely with brand agency New Commercial Arts, appointed by Nationwide earlier this year to head up its recent rebrand.

Will Rossetti, Director of Personalisation and Performance, said, “For the right agency, this is the opportunity to reset the bar for how financial service organisations should communicate with its customers. And for Nationwide the route to better, more effective, more empathetic communications with customers that lead to stronger relationships.

“We’re excited to be running this process to find the best agency in the marketplace. Getting communications right is critical for us; we’re on a mission to be more helpful, more personalised and better at bringing the unique benefits of Nationwide to members in our comms.”

The recruitment process, run by Tuffon Hall Consultancy, is the latest in a series of major recent changes at Nationwide.

Nationwide has made several personnel changes, including appointing Catherine Kehoe and Richard Warren, both from Lloyds Banking Group, to senior marketing roles.

Most notably, last week saw the mutual rebrand for the first time since 1987, with a new logo and new messaging more obviously geared towards differentiating itself from the big banks.

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