Royal Bank of Scotland • Customer Success Story

A new banking philosophy for enhanced customer loyalty

Data-driven decisions help Royal Bank of Scotland transform its organizational processes, improve employee engagement and deliver excellent customer service

Learn how RBS is using advanced analytics from SAS to redefine the way it conducts business, as it strives to become the No. 1 bank in the UK for customer service, trust and advocacy by 2020.


  • Become the top bank in the UK for customer service, trust and advocacy.
  • Visually explore and interact with data quickly and easily to guide better business decisions.
“We chose SAS because we wanted a single organization to deliver our advanced analytics across the whole of the bank’s data estate. Data is enabling us to drive transformational change across the RBS Group that allows us to achieve our ambition of earning customers' trust by serving their needs better than any other bank.”
Christian Nelissen • The Data Guy at RBS
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.