Case Study: RBS grows savings balances with CLEAR

RBS lifts savings balances 12% with CLEAR

The customer, RBS, faced the challenge of needing to increase its capital reserves and identified an opportunity to capture £7.5BN in savings from its existing customers who were using other providers. The vendor, CLEAR, was tasked with turning this commercial strategy into a winning customer proposition through services including customer strategy, brand strategy, and proposition development.

CLEAR's solution involved a rigorous analysis of customer segments to refocus targeting, followed by qualitative research that uncovered key tensions with saving. This led to a new brand proposition: “To help transform customers’ lives through the power of saving.” The impact was a 12% increase in savings balances from key segments within three years and a growth in UK savings market share from less than 8% to nearly 10%.

RBS