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SAN share (Madrid) Negativo_GB 4.609 | -0.21% | 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.

Santander Brand Experience

Santander has taken on the challenge of developing a differentiated brand experience for its more than 100 million clients. Called the Santander Brand Experience, it will transmit the brand’s value and its attributes in the bank-customer relationship.

Santander wants to convey that it is not only a bank that offers the best products and services, but that its way of banking is straightforward and personal, that it is a bank in which to trust, and that its success is based on helping customers to achieve their goals.

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More information

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

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