Santander: The road to becoming a customer empowered bank

Santander Consumer Bank in the Nordics has decided to become Customer Empowered across departments, across projects, and across borders. UserTribe has set out to guide and facilitate the entire process, to help the global player reach its strategic ambition.

“When you have experienced the value of getting unfiltered, honest feedback from your customers, working without it feels like being blindfolded.”


After seeing what involving customers could do for their business development, the employer of 195,000 people in 324 offices around the world decided to seek UserTribe’s help for a continuous strategic integration of behavioral customer insights.


Seeing the great potential of Customer Empowered BusinessTM Santander Consumer Bank wants to address and solve some of these strategic struggles:
• The bank does, as a whole, have only little insight into how customers experience doing business with them
• National learnings and best practices are only rarely implemented in sister offices across borders
• Only seldomly is there any time to measure and evaluate outcomes of projects and take key learnings on to the next projects.


UserTribe has helped facilitate the process and secure the idea of Customer Empowered BusinessTM strategically into management and processes. Currently, we are assisting employees and management in discovering the best possible way to include customers in every phase of their projects. The results will ensure the launch of the right development processes, regardless of which department or country is the initiator. We help them include stakeholders in projects and secure a deeper integration of learnings. Also, we write executive briefs on do’s and don’ts across borders, based on national learnings regarding customer behavior.


Santander Consumer Bank is currently on its way to becoming Customer Empowered across divisions, branches, and even country borders – for now, Norway, Sweden, Denmark and Finland divisions have started the process. We’re looking forward to seeing results very soon.

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