With a highly effective next best action (NBA) decisioning program, NatWest now has connected 30+ channels and pioneered the use of decisioning for outbound and trigger-based decision-making. In this session Natalie Murray, Customer Decisioning Delivery & Product Lead at NatWest, will discuss the importance of data-driven decisioning at NatWest and share specific ways in which the company is using data-driven decisioning today, such as mobile app personalization, in-branch messaging, and online personalization. Furthermore, the audience will understand why adopting a data driven approach is key to success and what decisioning topics NatWest will be addressing in future, such as operationalization, modernization, and GenAI.
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