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Case Study

Rabobank increases click-through rate by 4X

  • Unify customer experiences across physical and digital channels
  • Shift from segments and campaigns to one-to-one customer engagement
  • Use adaptive models to improve next-best-action performance

"If you look at the numbers now going through Pega Customer Decision Hub, they're quite staggering if you stop to think about it. We are now at 1.5 billion interactions per year going through Pega. So that's four million a day...It’s super important that no matter who you talk to or the channel you're interacting with recognizes you and your intent as soon as possible."

The Business Issue

Rabobank has provided services to the Netherlands for more than 125 years. Originally founded as a cooperative bank to support farmers and workers who couldn't access traditional banking, Rabobank has grown into one of the largest food and agribusiness banks globally, with approximately 9 million customers – more than half of the Dutch population.  

With customer interactions becoming increasingly digital, Rabobank faced the challenge of maintaining the same level of personal connection it had built over the years in its physical locations. With legacy technologies and a segment and campaign go-to-market approach, they lacked the flexibility and agility required to deliver on their one-to-one promise. 

The Solution

Using Pega’s Customer Decision Hub on Pega Cloud®, Rabobank unified the customer experience across the app, web, online banking, and call center – leveraging AI and machine learning to detect and understand customer needs, then deliver a relevant next-best action accordingly. 

This centralized marking brain allows the company to analyze vast amounts of customer data from various sources, including customer profiles, behavioral data, and event data, alongside potential offers and assets.  

With their one-to-one approach in place, Rabobank is able to use real-time personalization to have a continuous dialogue with their customers, regardless of the channel – maximizing customer lifetime value and decreasing service costs. 

The Results

With Pega's AI-powered decisioning capabilities, Rabobank achieved highly personalized and relevant customer interactions, driving impressive results: 

  • 4X increase in click-through rate
  • 1.5 billion personalized interactions per year, 4 million interactions per day
  • 208% increase in conversion on marketing efforts
  • 4.7% increase in customer lifetime value
  • 2.4% reduction in cost to serve
  • 25X more customer interactions per year
  • 98.7% of all interactions are fully digital
  • Zero downtime with Pega Cloud
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Related Resources

Read this to understand the principles of one-to-one personalization

How to begin your digital transformation journey

Pega for Financial Services: Consumer Banking

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Desafío: Engagement del cliente Industry: Servicios financieros Área de producto: Customer Decision Hub
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