How NAB intends to use martech to uplift the customer experience

NAB is currently working through modernisation efforts across its marketing technology capabilities as it plans to boost the customer experience.

NAB Executive for enablement and transformation Dylan Keath told Digital Nation the major bank currently has a big program of work underway to modernise our marketing technology.

“We’re constantly working on ways to attract great people, upskill and retain our talent at NAB. We have invested a lot in development and upskilling right across the bank, including in marketing.

“NAB has a significant program of work underway to modernise our marketing technology so that customers receive more timely and relevant communications. 

“We want to develop an engaging education and training program that utilises industry and NAB specific content to uplift knowledge of key data, technology and best practice approaches that lead to great outcomes for our customers.

He said to help achieve this, NAB worked with education platform, Association for Data-driven Marketing and Advertising (ADMA).

So far, 150 participants have successfully completed NAB’s ‘MarTech Essentials for Personalisation’ program.

Through the program, participants will learn the fundamentals of how data and technology build personalised customer experiences.

“This is on top of the Mediaweek Mini MBA in Marketing that has been completed by more than 200 colleagues and means we now have a marketing function equipped with the latest tools to better serve our customers,” Keath said.

Digital Nation understands a post-course survey showed graduates from the course were four times more confident in using the bank’s data and tools after completing the program.

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