RSA Insurance Group has signed a deal with user experience consultancy Creative CX to improve its experimentation and personalisation capability across the organisation. Creative will provide user experience research and behavioural science insights as well as practical support in the shape of training workshops.

Ceri Balston, head of e-commerce at RSA, said: “We’ve got a brilliant team at RSA and we’re looking forward to working with Creative CX to help us deliver a step change in our experimentation capability.”

Mark Pybus, CEO at Creative CX, added: “We’re looking forward to working in partnership with the fantastic team at RSA, helping to scale the use of experimentation to drive better customer experiences and business performance.”

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