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Case Study

Standard Chartered Bank creates seamless customer experiences with real-time personalization

  • One centralized decisioning brain offers next best actions across markets
  • 10X average increase in click rates
  • 193% increase in response for top engagement actions

“I call it the ‘twenty-four seven.’ It's an always-on brain. You serve the customer anytime, anywhere, on any channel – which is very critical.”

The Business Issue

Standard Chartered Bank, created by the merger of two prominent banks the Standard Bank and the Chartered Bank, has a rich history spanning more than 160 years. With 653 branches, 83,000 employees, and a presence in 59 countries, the bank's mission extends far beyond profit. Its slogan "Here for good" embodies its commitment to doing right by its customers and communities.

But the bank relied on an underperforming legacy platform hosted on-premises for customer engagement. Disjointed systems and a lack of centralized data meant customers received disconnected, sometimes conflicting messages, and intrusive banners in the app.

The bank knew it needed to implement a multi-brand strategy, which would enable it to serve its diverse markets with a single platform. Standard Chartered set out to connect every customer, channel, and product to create a seamless and personalized banking experience.

The Solution

Already a Pega customer, Standard Chartered consolidated its two instances of Pega Customer Decision Hub™ into one single decisioning engine serving customers across multiple markets.

The bank also migrated to Pega Cloud®, which enabled it to upgrade to Pega 8.2 over a single weekend – a significant improvement compared to past experiences, where upgrades could take six months or more.

Standard Chartered’s enterprise-grade, centralized decisioning brain analyzes unique customer profiles and their journeys across various channels, enabling the bank to deliver personalized and relevant next best actions in milliseconds. This ensures every customer interaction is tailored and optimized regardless of channel, leading to enhanced customer satisfaction and engagement.

Pega's predictive and adaptive analytics, coupled with real-time data and business rules, have reduced complexities and enabled intelligent decision-making at Standard Chartered. Every customer is centrally served through Pega’s real-time interaction management (RTIM) brain. By leveraging these capabilities, the bank has been able to provide intelligent virtual assistants, sophisticated fraud detection, improved case management, and seamless collaborations – resulting in a consistent end-to-end experience for the customer.

The Results

  • 10X average increase in click rates
  • 193% increase in response for top engagement actions
  • 10X increase in click rates
  • Three to four months to go live in a new market
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Desafío: Engagement del cliente Industry: Servicios financieros Área de producto: Customer Decision Hub
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