Published: 25 June 2024
As service interactions move to digital channels, customer service and support leaders must find new ways to connect with and engage customers. Santander Bank uses a specialized platform to humanize the digital relationship, while maintaining its inherent efficiencies.
Santander’s customers are increasingly using digital channels, resulting in fewer human interactions.
To address this, Santander embraces “digital humanism,” using technology to enhance human interactions rather than automate them.
The bank incorporates the human service element into digital interactions, using customer data and analytics to drive engagement.
Santander aims to maintain the convenience and efficiency of digital channels, while delivering value-enhancing and engaging interactions.
To deliver humanized customer interactions that drive engagement in the digital space:
Design the digital contact interface around customer needs and preferences to encourage adoption.
Embed the digital experience in the larger channel strategy to create a seamless and
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Analysts:
Michael Rendelman, Van To
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