Helping NatWest Build a Trusted Customer Permissions Framework
NatWest Group wanted to enhance how customer communication preferences were managed across the organisation, giving customers greater transparency and control over how they chose to engage with the bank.
Working closely with NatWest's data, marketing, legal, risk and governance teams, Talan helped deliver an enterprise-wide programme focused on customer choice, transparency and consistency.
The Challenge
As a large and complex banking group, NatWest manages customer communications across multiple brands, products and channels. The bank identified an opportunity to create a more consistent and scalable approach to managing customer communication preferences, improving visibility, governance and customer experience across the organisation.
The Solution
Talan supported NatWest in designing and implementing a strategic permissions management capability that provided a trusted view of customer preferences across the Group.
Key elements of the programme included:
- Improving the quality and consistency of customer permissions data
- Supporting a large-scale customer preference refresh programme
- Redesigning customer consent journeys using clear, customer-friendly communications
- Helping establish a centralised permissions capability
- Embedding governance, controls and ownership across the organisation
- Providing insight through monitoring and performance dashboards
The programme established a trusted and governed framework for managing customer preferences, enabling a more consistent approach across brands and channels.
The Impact
The programme delivered significant benefits for both NatWest and its customers, including:
- Greater customer choice and transparency
- Improved customer trust and experience
- A consistent, enterprise-wide approach to permissions management
- Increased marketing effectiveness across multiple franchises
- Stronger governance and confidence in customer preference data
- A scalable foundation to support future business and customer engagement initiatives
The programme has since been recognised by both the British Data Awards and DataIQ, reflecting its success in strengthening customer choice and transparency while delivering measurable business value at scale.
The Client's Perspective
"Being able to proactively communicate with our customers is central to our purpose as a bank. Having trust in our marketing permissions and understanding customers' preferred channels of communication is a critical step in helping us achieve that purpose."
Graham Ward, Programme Manager, NatWest Group
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