Case Study: Royal Bank of Scotland achieves 20% higher mortgage retention and personalized customer experiences with Pegasystems

Royal Bank of Scotland Group Delivering Personalized Customer Experiences

The Royal Bank of Scotland (RBS) needed to rebuild and grow its retail business after the global financial crisis by attracting and retaining profitable customers in a hyper‑competitive market. The bank's challenge was to move from generic communications to a personalized, one‑to‑one marketing approach that could strengthen customer relationships across channels.

RBS implemented the Pega Marketing Application and omni‑channel Customer Decision Hub to unify customer data and deliver next‑best‑action recommendations across web, branch, contact center and outbound channels, designing 100+ customer journeys and handling over two billion interactions a year for 17 million customers. The program delivered measurable results: mortgage retention rose 20%, web‑to‑branch appointment scheduling increased from 0% to 40%, approvals for campaigns shrank to days, and the initiative achieved a 10:1 ROI in 2015 while driving deeper, more relevant customer conversations and loyalty.

Royal Bank of Scotland

Jessica Cuthbertson

Head of Data Science & Customer Decisioning