Call centre operations moved to two call centres in India in 2003 when the Spanish bank was still operating as Abbey in the UK.
Customers, the bank says, have become frustrated with dealing with offshore call centres.
The bank has been dogged by reports of poor customer service. Keith Moor, brand and communications director at Santander, recently told attendees at Marketing Week Live! that the bank’s record on service was “poor”.
It has recently been relaunched in the UK with a new strapline “driven to do better”. The line, the bank claims, demonstrates that it is changing and will continue to.
Recently installed chief executive Ana Patricia Botín has made improving service a priority.
Botín claims the decision to return call centres to the UK is a “great example” of how it is “redefining Santander UK and putting our customers first”.
She adds: “This is a major step for us and I am determined that we will do even more to improve the service we offer as I plan further initiatives later this year to build on the progress we are making.”
An additional 500 staff will be hired to work in its Glasgow, Leicester and Liverpool call centres.