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Case Study

RBS delivers personalized customer experiences

  • 3.5 Billion customer interactions per year

  • 6X Increase in response rate

  • 10-1 Return on Investment

"We’re creating an environment where we know our customers individually, and we want to use what we know about our customers to really understand what’s important to them – so that we can be there in the moments that matter."

Decisioning Services Lead, RBS

The Business Issue

Following the global financial crisis, the Royal Bank of Scotland (RBS) was in a hyper-competitive market; it needed to work harder to attract and retain profitable customers. To build a strong base of retail accounts, the bank had to reinvent themselves – moving from a purely sales-driven culture to a customer centric organization, that engaged every customer, one-to-one, across channels.

The Solution

With Pega, RBS has re-built its customer approach around the concept of “Personology”, leveraging real-time data and decisioning to present relevant next best actions to more than 17 million customers, across inbound, outbound, owned, and paid channels.

Instead of only focusing on sales offers, RBS now uses everything that they know about their customers to make sure every engagement adds value, and is based on what is right for the customer in that moment.

The Results

Since implementing Pega, RBS has experienced major performance improvements including:

  • 21 Channels integrated in 4 years
  • 35% Of all new product sales attributed to decisioning
  • 5X Increase in digital lending
  • 20% Improvement in balance retention
  • 35% Less impressions (waste)
  • 18 Point increase in NPS

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  • Industry: Financial Services
  • Product Area: Pega Marketing
  • Product Area: Pega Marketing for Financial Services
  • Challenge: Cross-Selling/Up-Selling
  • Challenge: Customer Loyalty
  • Challenge: Customer Lifetime Value
  • Product Area: Marketing
  • Product Area: Customer Decision Hub
  • Product Area: Pega Customer Decision Hub