A UK building society’s existing personalisation strategy lacked alignment and focus, making it difficult to measure success in customer engagement. Optima partnered with the organisation to refine its approach, embedding clear KPIs and a technology-driven framework. The result was a strategy that placed the customer at the centre, improved reporting, and delivered significant commercial impact.
Context:
The rise of challenger banks has raised customer expectations in retail banking. Customers now demand tailored products and personalised content and will switch providers if their needs aren’t met.
The building society’s personalisation efforts were fragmented, lacked measurable outcomes, and had limited insight into customer behaviour. The organisation needed a clear, data-driven strategy that aligned organisational priorities, improved accountability, and built a culture of customer focus.
Outcome:
A new personalisation strategy that delivers measurable improvements in customer engagement
Strengthened customer focus across the organisation, supported by improved reporting
A future-state roadmap designed to embed sustainable adoption and long-term impact
Clearer alignment between strategic objectives, customer needs, and measurable business outcomes
What we delivered:
Refined and aligned the personalisation strategy to close gaps and focus on customer value
Designed a reporting framework with clear KPIs to track impact, support accountability, and guide planning
Developed a comprehensive business plan combining technology, processes, and data to enable sustainable adoption
Supported company-wide rollout, embedding a customer-first mindset and ensuring staff could deliver the new approach at scale
Testimonial: “By aligning strategy with customer priorities, we helped embed personalisation that delivers measurable impact today, while building a roadmap for sustainable growth in the years ahead.”
— Director of Consultancy, Optima Partners
