Royal Bank Of Scotland Aims To Repair Reputation With Customer Service Focus

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RBS is banking on decisioning and analytics from Pegasystems to help it become the number one UK bank for customer service

The Royal Bank of Scotland (RBS) has chosen to implement customer decisioning software from Pegasystems, a Massachusetts-based software company attempting to empower enterprises with strategic business applications.

RBS, which suffered reputational damage during the financial crisis, will use Pega to ensure every customer interaction is consistently personalised, relevant, and contextual across all journeys and channels. The capability to serve customers this way is a key component in achieving the bank’s stated aim of becoming the “best bank for customer trust, advocacy, and service by 2020″.

Strategic approach

Alan Trefler, founder and CEO of Pegasystems said: “RBS is taking a strategic approach to becoming a bank of the future by focusing on enhancing its customer relationships. It’s an honor to be part of their journey.”

customer serviceRBS is headquartered in Edinburgh, Scotland, and services 17 million customers in the UK & Republic of Ireland with personal, business, private banking, and corporate finance services. The Bank will use Pegasystems applications to leverage big data, predictive analytics, and real-time decisioning to deliver the right insight into every customer interaction in every channel. The ability to respond with speed, agility, and accuracy in a highly automated way using everything the bank knows about its customers will allow the bank to respond quickly to changing customer demands, improve its customer service, and build deeper customer relationships.

In today’s customer driven environment, banks struggle to provide services that are simple, trustworthy and valuable across personal, business, and corporate lines. Successful customer engagement must provide a personalised experience based on customer interest and needs, and everything the bank knows about its customers. Interactions also need to adapt in real-time, as the context of the customer changes based on a Tweet, interaction with a mobile app or as a customer changes location.
Christian Nelissen, the Bank’s head of data and analytics, commented: “Every time we interact with a customer, whether that is face-to-face or online, we want to be able to influence that conversation using everything that we know about our customers. We want to really help customers get the most out of their banking relationships and step in to help when we see them struggling with something.

“Using Pega software, we have come a long way, and we are now ready to make the next investment in our capability. To achieve our ambitions, we need a highly automated application that is resilient, robust, and able to rapidly analyse data and manage high-volumes of inbound and outbound traffic.”

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