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RBS needs to analyze customer activity holistically – across transactions, account changes, calls, and web chat – in order to personalize service for different types of customers. All of these varying customer interactions and touchpoints offer important insight into how to optimize the customer experience.


  • RBS wanted to build a complete picture of customer activity and communication, most useful of which is online chat data.
  • While online chat is becoming their customers’ preferred customer communication channel, the log data was largely unstructured and hard to derive insight from.

Solution with Trifacta

  • Trifacta allows RBS to optimize its processes and inform agents on how to best interact with customers online, reducing the time spend on data preparation by 15x.
  • Analysts can intuitively leverage diverse customer data in Hadoop to build a 360-degree view of their clients.

Company Background

RBS provides a wide range of products and services to personal, commercial and large corporate and institutional customers through its two principal subsidiaries, The Royal Bank of Scotland and NatWest, as well as through a number of other well-known brands including Citizens, Charter One, Ulster Bank, Coutts, Direct Line. It is a leading banking partner to major corporations, financial institutions, government and public sector clients around the world. For more information visit

“With Designer Cloud powered by Trifacta as a partner, we are on our way to building a world-class data capability that will help us better understand and better serve our customers.”



Watch our recorded webinar where we examined how The Royal Bank of Scotland creates rich 360 degree customer profiles

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Top data wrangling use cases in leading organization, such as PepsiCo, Royal Bank of Scotland and Kaiser Permanente, as presented at Strata NYC

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Head of Data Science and Customer Decisioning Jessica Cuthbertson talks about how RBS uses Trifacta to provide personable customer service

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Trifacta CEO Adam Wilson and Head of Data Science and Customer Decisioning Jessica Cuthbertson discuss the importance of shifting data supply chain towards those with a business context.

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How the Royal Bank of Scotland wrangled unstructured web chat data at scale to uncover deep usage insights and dramatically improve its customer service

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The Royal Bank of Scotland presents how they’re improving customer experience with big data wrangling on Hadoop at Strata London 2016

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