Business banking switch - business unusual for RBS

RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.

Campaign details

Brand: RBSAgency: SavantaCountry: UK

Synopsis

This is far from the usual customer retention and acquisition programmes. Research has been pivotal in delivering a ground-breaking outcome: a bank motivating its own customers to switch to a new bank.

As part of the conditions attached to the financial support from UK Government during the financial crisis, RBS needs to reduce its market share and increase competition in the SME banking market. RBS therefore had to create an environment where eligible customers of Royal Bank of Scotland and NatWest switched to a challenger bank - whilst...

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