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SAN share (Madrid) Negativo_GB 4.003 | -1.03% | 17:35

Customers, quality and satisfaction

Customers are at the centre of Banco Santander’s business model. Knowing how to listen, understand their needs, respond with innovative solutions and forge close and lasting ties forms the bedrock of Santander’s commitment to customers.

The Bank has a customer base of 121 million people worldwide, all of whom acknowledge it as a solid and dependable institution with the strength needed to move forward.

By geographical area, Latin America has the largest share of customers (43%), followed by continental Europe (31,4%), the United Kingdom (21,8%) and the United States (4,1%). Retail commercial banking and consumer finance continue to be santander’s main differentiator, representing 99.8% of its entire customer base.

The most enduring relationships with customers, and those which deliver the greatest added value, are generated and serviced in the Bank’s branches. Santander has 13,030 branches, most of which are to be found in the ten main markets in which it operates, and which go to make up the largest branch network in the international banking world.

In addition, the Group provides services through other channels such as Internet and telephone banking, and mobile banking.


The corporate complaints system sets out to improve customer service using unified criteria capable of settling complaints in a clear and transparent manner, in compliance with local regulations, based on agile and efficient governance systems and reporting directly to the senior executive in each location.

Along these lines, in each country the Group has a team specialised in claim management, which makes use of a systematised set of processes for recording, management, analysis and monitoring of incidents and complaints received. These are classified based upon a variety of typologies, which allows the cause of the customer dissatisfaction to be identified along with the problems to be addressed and, as the end result, the solutions appropriate for each case.

For Banco Santander, a formal complaint is any complaint made by customers and local regulatory bodies and presented in any one of the Bank’s different channels or at customer service desks.

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You can access detailed information for 2018 through our Responsible Banking report.

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