NatWest Transforms its Product-Centric Brand to Customer-Centric

RBS Group

Since 1968, NatWest (part of the RBS Group) has led with great products and skilled channel management. While both capabilities have secured the bank’s market position, executives knew a superior customer experience would be necessary to sustain its leadership in the digital age.


NatWest collaborated with its SapientRazorfish team to design an approach that would seamlessly integrate its digital strategy with a customer-centric framework to deliver on the customer brand promise of “We are what we do.”


NatWest App


The SapientRazorfish team designed and deployed a new design framework, including a mobile banking solution to unite and extend NatWest’s brand and value proposition with that of its parent, RBS Group.

The intuitive, secure app helps customers manage their money — from checking their balance to making international payments. The new design is fully driven by user needs, equipping customers with easy-to-use tools to help them integrate the process of achieving their goals with the bank’s full portfolio of offerings.

I don't know how I would cope without this app; it's great if you regularly send secure cash codes to teenagers

Nat West App

Behind the scenes, the customer experience is managed with advanced analytics to keep bank managers aware of the types of behavior that deliver high customer satisfaction. This analysis informs the bank’s continuous improvement strategies to assure it achieves its success metrics and key performance objectives. 

NatWest Apple Watch App


The transformed brand experience delivers 24-hour banking in your pocket with security in the palm of your hand. Outcomes have exceeded expectations:

  • The app has a 5-star rating in the Apple store and is a leading app in customer experience as measured by NPS (Net Promoter Score to measure Customer Loyalty)
  • One user reports: “I don't know how I would cope without this app; it's great if you regularly send secure cash codes to teenagers”
  • Winner of several awards including Best Banking App (British Bank Awards 2017), FSTech (best use of technology in financial services), HERMES (best mobile), Digiday (best interactive content) and LOVIES (web services and applications) 

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