Company Bio

Royal Bank of Canada (RBC; French: Banque Royale du Canada) is a Canadian multinational financial services company and the largest bank in Canada by market capitalization. The bank serves over 20 million clients and has more than 100,000 employees worldwide. Founded in 1864 in Halifax, Nova Scotia, it maintains its corporate headquarters in Toronto and its head office in Montreal. RBC's institution number is 003. In November 2017, RBC was added to the Financial Stability Board's list of global systemically important banks.

Overview

The bank had a primary business goal of increasing its retail banking customer base. As part of their long-term client-centric strategy to achieve this goal, they had implemented an innovative rewards loyalty program. This allowed customers to accumulate reward points on their card spends and then redeem those points through online shopping, travel bookings, and other redemption options. However, the existing application had limitations in the technology implementation, architecture, and design which were adversely impacting both the application performance as well as the customer experience.

Problem

The bank's initial loyalty program app suffered from technical limitations that negatively impacted both application performance and customer experience, hindering its goal of increasing customer engagement.

Solution

Since Jan 2017, Tangentia has been working as an implementation partner with the bank helping them with their customer loyalty and mobile experience solution. We have worked with the bank across the entire software development life cycle: architecture, design, implementation, testing, and DevOps. Technologies leveraged include Mobile applications (Native iOS as well as Android), Responsive web development, Cloud (Bluemix), service orchestration, and integration interfaces with multiple touch points such as e-commerce, travel booking API, social media connectors, CRM, Salesforce, and others. Application performance issues were addressed by moving business logic out of the client into the server side, leveraging cloud infrastructure for scaling. During this partnership, we were able to help the bank revamp the overall mobile experience for their customer loyalty program.

Our Impact

The revamped mobile solution for loyalty rewards resulted in a significant improvement in application performance as well as the digital experience. Through this solution, the bank was able to drive engagement with millions of customers on a daily basis. The solution helped the bank offer their customers a combination of meaningful
and valuable rewards and made it easy to attain great redemption experiences. The bank won multiple awards for customer experience and engagement, loyalty & advocacy, and customer service innovation at a prestigious loyalty rewards conference in the USA.

Highlights

The bank wanted to grow its customer base and implemented a loyalty program with reward points. The existing loyalty program app had performance and user experience issues. Revamped app improved performance, user experience, and helped win customer experience awards.