Icono información

Cookie policy

We use our own cookies to improve our services while analysing your navigation habits. If you continue navigating through this page, we understand that you accept their use in the terms laid down in the Policy of Cookies. More information.

SAN share (Madrid) Positivo_GB 3.5275 | 1.23% | 18:00

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 seeks to offer maximum accessibility to both information and the range of products and services available to customers. To do so, in recent years, it has introduced important measures, the main ones being as follows:

  • Promotion of applications for mobile devices in several countries, adapted to the latest technological developments.
  • Development of innovative solutions responding to customer needs.
  • Elimination of physical barriers, installation of induction loops for customers with hearing difficulties, production of documentation in formats for visually impaired customers (large print, Braille, tablets or templates of cheques), etc.

In 2014 the sustainability committee approved a corporate framework to improve accessibility for all people and throughout all channels (branches, cash machines, Internet and mobile banking). The first Branch of the Future was opened in 2015, offering more streamlined processes, more intuitive technology and unique spaces.

Share in Social Networks

More information

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

Go up