Royal Bank of Scotland moves toward a more integrated customer view
A new unit is being developed within the marketing department to provide insights into what products and services are appropriate
The appeal of some things is universal. Take, for example, discovering a new, more customer-centric approach to direct marketing that has increased productivity sixfold while cutting staffing needs in half.
That’s the story at Royal Bank of Scotland, which has transformed its use of direct marketing over the past four years as a result of introducing a marketing automation system. At the same time, it has been able to push response rates to some mailings as high as 34%.
Network
