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  5. Royal Bank of Canada: Value Creation Through Personalization

Royal Bank of Canada: Value Creation Through Personalization

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15 April 2020
Zilvinas Bareisis
Bob Meara

Winner of the 2020 Celent Model Bank of the Year

Abstract

In 2016, RBC embarked on an ambitious plan to deliver personalized customer engagement in its digital channels. Beginning with a complete mobile app re-platforming, it launched a series of initiatives that established and refined its personalized customer experience while affecting enterprise-wide culture change, resulting in nearly 100% employee digital fluency and increasingly customer-focused outcomes.

See all 2020 Celent Model Bank winners

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