As Europe’s 4th largest retail bank, the RBS Group has an enviable reputation as a highly successful business that drives market innovation.

Business Challenges

• The RBS Group needed to create a new, more customer centric, model for its bancassurance division
• Achieving this required a more detailed understanding about who the ‘core’ Bancassurance customers were and how they wanted the bank to engage with them

Solutions

• Atos Consulting worked with the banks latest research to identify customer segments that would be most receptive to using the bank for life, pensions and investment services
• Once the segments were identified a range of innovative customer propositions were developed to ensure the bank’s offering would be differentiated from other high street banks and building societies

Benefits

• The work undertaken has been used as part of the bank’s Bancassurance strategy programme to identify the future product and service needs of ‘heartland’ bancassurance customers
• The segmentation and proposition development outputs have been a major input to the banks future distribution strategy and provided a common understanding of the key needs and wants of customers