Coutts: Power to the People – CX and value optimisation through data, tech and marketing automation

Coutts, a private banking company, increased engagement with its clients in the UK by creating a data decision platform that used AI to simplify data access and provide staff with the next best actions to take.

Campaign details

Brand: CouttsLead agency: Merkle

Campaign Overview

Coutts has offered personal service to clients for centuries but faced increasing competition and raised client expectations.

Private bankers were struggling with manual applications that hampered productivity.

A tech revolution was needed.

Strategy

Coutts still prides itself on providing a world-class, personalised service to clients.

Recent trends, including increasing competition, expectations of technology and Brexit uncertainty, raised the stakes and put pressure on the team to be more productive despite having more to contend with.

To combat this, the bank decided to make its service even more personal.

A...

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