NCR Australia has won a $42.4 million contract to develop an enterprise data warehouse for the Beijing-based China Construction Bank (CCB).
The contract is for the implementation of a data warehousing system to manage CCB's customer relationship management campaign. CCB is believed to be the first bank in mainland China to build a CRM application of this scope, said NCR's manager of financial services for Asia Pacific, Mark Taylor.
The software project is in its first phase for the bank which had revenues of $US12.6 billion last year and is ranked in Fortune Magazine's Global 500 as the fifty-third largest commercial bank in the world. The bank has around 30,000 branches in China, and offices in New York, Hong Kong, Frankfurt, Tokyo, Seoul and Singapore.
Specifically, phase one of the project will allow the bank to achieve a single view of the customer and its customer relationships by centralising all the bank's data across its business functions and branches.
The system will let CCB target China's wealthiest consumer and commercial regions within its six provinces; 90 per cent of CCB's total business is drawn from retail banking, Taylor said.
The system uses NCR's Teradata warehouse tool to build related applications like CRM and Teradata's Value Analyser to analyse customer ROI.
NCR's communications campaign management tool, CRM 4.0, will sit on top of the Teradata warehouse application, managing CCB's communication across its call centres, e-mail and direct marketing campaigns, Taylor said.
In phase two of the project, NCR will build credit risk measurement functions into the system, allowing CCB to develop asset and liability management, and balanced score card capabilities.
According to Taylor, CCB's previous information systems did not allow for this level of sophistication in customer analytics. "CCB didn't know all of the products it offered, or the different customer relationships around its products," he said.
NCR CRM 4.0 was first developed for the National Australia Bank two years ago to support the retail banking giant's CRM campaign, Taylor said.
Overall, the data warehousing system is aimed at enhancing CCB's management efficiency, thereby increasing the bank's competitiveness.
A key driver behind the software project was China's recent entry into the World Trade Organisation which, according to Taylor, will place the CCB under fierce competition from international commercial banks as well as Australian retail and commercial banks over the next few years.
The system is expected to go live in March 2003.