NBK streamlines web publishing process

National Bank of Kuwait (NBK) has streamlined its web publishing process to accelerate the delivery of information to its web site, nbk.com.

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By  Matthew Southwell Published  November 25, 2002

National Bank of Kuwait (NBK) has streamlined its web publishing process to accelerate the delivery of information to its web site, nbk.com. Furthermore, the deployment of Microsoft’s Content Manager Server (CMS) 2001 and Commerce Server 2000 has enabled the finance house to increase site personalisation and improve its ability to cross-sell to customers through one-to-one marketing.

Before upgrading its Microsoft based web site, NBK’s internet & e-business department had to collect information from each division of the bank in word documents, convert them to HTML, and then load them onto the web server.

“We have a lot of news that we need to publish in real time, whether it is publishing information for customers, such as rate changes, or news about the bank that we need to get out to customers quickly. Doing this in the old fashioned way meant that it could take up to two days to publish [the information] and by then it was often too late,” explains Golnar Mahmoudi, head of internet & e-business at NBK.

Now each department is able to create its own web pages and control its own content whenever it needs to. “By deploying CMS we have done away with all the bottlenecks associated with manually updating the web site. Changes and updates can now be made instantaneously because each area of the bank has a content editor so they can update their content as they need to,” says Mahmoudi.

Although each department of NBK has taken responsibility for the content of its web pages, the internet & e-business division still has final approval of the pages before they go live. To ensure that this process does not recreate the bottlenecks experienced with the old system, the bank is using CMS’s built in workflow engine.

“The content providers across the bank do whatever they want to their content and then they press submit, which sends an e-mail to the person designated to do quality assurance for that division. From here they check that the template is right, the text is right and so on before publishing it to the internet,” explains Mahmoudi. “Also, the interface of CMS is one that everyone is familiar with because it looks like Word. It is very simple to do,” she adds.

In addition to accelerating its web publishing process, CMS has allowed NBK to increase the amount of personalisation possible on its site. Not only can users customise the site by selecting from a number of predetermined preferences — something that 8000 new users have already done — but the bank can also push relevant information to each customer.

“By using Commerce Server we have been able to personalise content and the web site no longer looks like a brochure. Also, because the web site is integrated with our CRM application, we know the exact banking habits and profile of each customer. This means that when they next log onto the site we can cross-sell to them,” explains Mahmoudi.

“CMS has made it easier for individual departments to communicate with customers directly, which in turn strengthens the relationship between the bank and its partners and customers. We can now deliver targeted content of interest to site visitors and use the web site to communicate and market products and services to strategic customers,” she adds.

Moving forward, the bank is looking to integrating NBK.com with its online banking presence, Watani Online. In future, the homepage will guide users to the application process, which is housed on the finance house’s secure banking platform.

“The strategy for the NBK web site is to create value for the customer. Value creation is about addressing customer needs; it is providing accurate information and giving them the tools, resources and information that are valuable to them. As we look to revamp Watani Online and bring the two sites closer together we will continue to do this,” says Mahmoudi.

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