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Case Study

NatWest unlocks significant customer lifetime value with hyper-personalized messaging

  • 60% of all sales in the mobile app prompted by Pega next best actions
  • 3.6B interactions personalized per year
  • Centralized AI-powered customer decisioning across all three franchises

“It’s a conversation. Next best action for us is the next conversation to have with the customer … and then [the] Pega Customer Decision Hub helps us decide on which conversation to surface to which customer and which channel at the right time.”

The Business Issue

NatWest Group has been helping people, families, and businesses thrive for 300 years. But legacy systems and disjointed processes means that the storied institution has faced challenges delivering truly personalized customer experiences. The bank realized that while its existing setup seemed progressive, it was actually manual, resource-intensive, and lacked scalability.

With more than 19 million customers and a diverse portfolio of brands and product offerings, NatWest needed a solution to enhance customer engagement, optimize journeys, and integrate AI-driven decisioning to remain competitive in a rapidly evolving industry.

The Solution

NatWest set out to reimagine the customer experience, drive revenue growth, and reduce risk through digital transformation. Recognizing the potential of AI to automate decision-making, the bank invested in Pega Customer Decision HubTM to build a centralized decisioning engine that could deliver tailored experiences to customers across its multiple brands, channels, and segments

Customer Decision Hub is capable of analyzing billions of data points to determine the right course of action – creating timely, relevant conversations with customers based on their specific journeys and needs. By using Customer Decision Hub, NatWest created an always-on brain that unifies 33 channels across three franchises and offers up next-best-action recommendations for 19 million customers.

By leveraging Customer Decision Hub, the bank reduced the time needed to design, build, and deploy next best actions (NBAs) to customers, allowing for more agile responses to market dynamics and customer behavior. NatWest successfully streamlined its operations and scaled its efforts, moving away from tedious manual processes to automated, AI-driven decision-making. Now, the company can offer every customer the right message, paired with the right treatment, delivered at the best time, in the preferred channel across web, mobile, in-person, chat, and email.

The Results

  • 60% of all sales prompted by Pega next best actions
  • 3.6B interactions personalized per year
  • 33 digital and physical channels connected
  • Centralized AI-powered customer decisioning across all three franchises
  • 3.5K always-on next best conversations, 40% of which are now focused on engagement rather than sales (up from 7%)
  • New actions launched in one to two weeks, down from six weeks

NatWest’s shift from product-centric to engagement-focused strategies led to a remarkable increase in customer-centric NBAs. These interactions were designed to foster meaningful conversations with customers, addressing their financial health, challenges, and goals, and contributing to stronger customer relationships.

The adoption of AI and decisioning tools allowed NatWest to scale personalization efforts while maintaining high-quality interactions with customers across its diverse brands and channels.

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Industry: Financial Services Product Area: Customer Decision Hub Solution Area: Customer Engagement
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