K2 – Convergent thinking, developing a more holistic customer view and improved campaign performance for RBS
Business problem
Deliver more relevant and targeted communication to customers to help RBS drive more business value through its’ direct communications programme.
K2 solution
Migrate from generic batch mailings to an “trigger based” event driven approach, comprising:
o A more comprehensive segmentation model
o Driven by actual customer events or experiences
o To deliver more empathetic, relevant and targeted communication
Creating genuine “one to one” communication
Business benefit
An automated campaign planning and selection engine reduced pressure on RBS’s project management resource, which enabled more time for planning and strategic development.
The system delivered reduced time to market ensuring communication is more timely, relevant, and effective
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