RBS: The Always On Customer Brain

Today's customers expect organizations to provide relevant, consistent and personalized experiences in all phases of their engagement journey. To do this, you need an evolved CRM system, one with a brain at its center that leverages Big Data, is analytical, learns, contextually adapts, manages your decision making across all your strategic customer relationship applications and choreographs your actions. Pegasystems' Vice President for Decision Management and Analytics, Rob Walker, will explain how the Customer Decision Hub can play this role, and increase the effectiveness of your customer interactions in all channels – leading to optimal experiences for your customers and vastly improved value to your company.

Christian Nelissen, The Data Guy, will show how RBS is using this concept to transform the way the bank interacts with customers to deliver the personalized customer experience of the 1970's at the scale and complexity of today.


  • Christian Nelissen, The Data Guy, RBS
  • Dr. Rob Walker, Vice President Decision Management and Analytics, Pegasystems


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