Santander turns to social media to help address “poor” service perception

Marketing Week Live! 2011: Santander is to ramp up use of social media in the hope of improving the “dialogue” it has with customers, as part of the banking group’s ongoing efforts to improve customer service.

/g/l/a/Santander.jpg

Speaking at Marketing Week Live! in London today (29 June), Keith Moor, brand and communications director at Santander, said it was developing its social media platforms  to engage with customers.

The commitment comes as the brand is relaunched in the UK with a new strapline “driven to do better”.

The line has been introduced, Moor adds, to demonstrate that the bank is changing and will continue to.

He admitted that customer service has been “poor”, partly because of problems caused by integrating the Alliance and Leicester and Bradford and Bingley businesses bought in 2008 but also because of long-standing process problems at Abbey National, which Santander bought in 2004.

All three now operate under the Santander name but the bank continues to be dogged by reports of poor customer service. Recently installed chief executive Ana Patricia Boti has made improving service a priority.

A staff retraining programme with the aim of improving customer experience is ongoing, Moor said, with more initiatives to come later this year.

“Innovation is not just about products but also customer experience,” he said.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here