How NAB is operationalising digital change

NAB's digital chief, Todd Copeland, shares the operational and cultural changes being made to enable customer-focused digital transformation at the Australian bank

As the largest business bank in Australia with a 160-year history of serving customers, NAB prides itself on being able to converse and connect with customers in a way that meets their expectations. And it’s this very focus on customer experience that is now fuelling the organisation’s digital transformation fire.

Leading the way is NAB’s general manager of digital, Todd Copeland, a technology veteran who has spent the past three years in the bank’s digital and direct segment. As part of a simplification of its organisational structure 18 months ago, Copeland and his team now sit in NAB’s customer management layer.

“As a bank, trust is everything – if you lose that trust and that relationship, you basically don’t have a business,” Copeland told CMO. “The key challenge for us is how to get that balance right, while being able to adjust to our customers’ expectations around having conversations and connections with us.”

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