NatWest

The Challenge

NatWest wanted to strengthen its reputation as a customer-first bank by improving digital and branch experiences. With competition from fintech challengers and heightened customer expectations post-pandemic, the bank needed to understand how customers perceived their services across channels — particularly mobile app usage, online banking, and in-branch support. The goal was to identify friction points, improve satisfaction, and reinforce loyalty.

The Solution

A multi-method programme was established:

Always-on customer satisfaction surveys were deployed across digital touchpoints (app and online banking), triggered after key interactions such as log-ins, transfers, and loan applications.
Pop-up intercepts on the NatWest website captured immediate feedback from users in the moment.
Targeted follow-up depth interviews provided context around customer frustrations and uncovered emotional drivers of satisfaction.
Advanced analytics were applied to verbatim responses, surfacing key themes around speed, ease of use, trust, and service responsiveness.

The Outcome

Insights were delivered monthly, feeding directly into NatWest’s Customer Experience Hub. Key benefits included:

Identification of pain points such as login complexity, slow mortgage application journeys, and waiting times for branch appointments.
Clear prioritisation of fixes, allowing digital teams to release faster, more customer-friendly updates to the app.
Direct follow-up with dissatisfied customers, closing the feedback loop and improving advocacy.
A consistent tracking framework that enabled NatWest to benchmark against competitors and monitor progress over time.

The programme helped NatWest raise Net Promoter Scores, increase mobile banking adoption, and reinforce its positioning as a bank committed to listening and acting on customer needs.

NatWest

The Challenge

The Solution

The Outcome

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