NatWest unlocks significant customer lifetime value with hyper-personalized messaging
See how the bank connected 33 digital and physical channels with Pega.
of all sales prompted by Pega NBAs
interactions personalized annually
digital and physical channels connected
The Business Issue
NatWest Group has been helping people, families, and businesses thrive for 300 years. But legacy systems and disjointed processes meant the storied institution faced challenges delivering truly personalized customer experiences. Outdated systems limited their decisioning capabilities across channels, and the bank realized that while its existing setup seemed progressive, it was manual, resource-intensive, and lacked scalability.
They also faced complexities caused by managing rules, actions, and treatments using spreadsheets. The need for real-time data integration was critical, as NatWest initially relied on batch data that was often outdated.
As customer expectations evolved, NatWest needed to scale and modernize its decisioning framework to support personalized customer journeys across multiple touchpoints. With more than 19 million customers and a diverse portfolio of brands and product offerings, they 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.
Pega 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. Using it, NatWest created an always-on brain that unifies 33 channels across three franchises and offers up next best actions for 19 million customers.
By leveraging the Pega 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 NBAs
- 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 1–2 weeks, down from six weeks
NatWest’s shift from product-centric to engagement-focused strategies led to a remarkable increase in service and nurture 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.
Hear more about their journey in their PegaWorld session.
Decisioning done in real time.
Deliver relevant and empathetic experiences.
"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.”