NatWest focuses on customer-centricity in the cost-of-living crisis

Anna Hamill

NatWest has learnt the importance of a customer-centric strategy during a cost-of-living crisis.

NatWest, the British bank, learned the importance of customer centricity as part of a project to connect the company’s senior executive with customers struggling with the cost-of-living crisis and develop real actions and service propositions in response.

NatWest’s ‘Customer Closeness’ initiative, which was run by the company’s strategic insights team, aimed to connect senior executives with customers. It was this programme that would form the bedrock of a new initiative, helping to provide essential insight into how NatWest’s customers were experiencing the economic downturn. About 30 customers participated, ranging from lower-income customers to affluent customers, pensioners, and small business owners....

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