Santander Portugal + IZO + Qualtrics

Accelerating customer retention and financial impact with predictive CX

Tackling retention challenges with customer experience

As one of Portugal's largest banks, Santander Portugal launched a Customer Experience Transformation project in 2019 to tackle retention challenges and optimise touchpoints across the customer journey. Despite its size, the bank needed a strategic, data-driven approach, sponsored by the CEO, to integrate advanced metrics and ensure decision-making was centred on the customer experience. Their goal was to move beyond basic measurement and significantly improve their market ranking.

 

Santander

Building NPS culture with closed-loop feedback

In partnership with IZO and Qualtrics, Santander PT implemented a comprehensive, phased Voice of the Customer (VoC) programme, strategically embedding Net Promoter Score (NPS) into its culture. The programme scaled rapidly, evolving to include detailed qualitative questionnaires and piloting the collection of unstructured data (text and voice) to build predictive models and personalise interactions. Most critically, the deployment of a "close the loop" feedback process enabled direct, real-time intervention to recover dissatisfied customers.

Santander's customers

Santander Portugal Achieved

17+

 increase in NPS points

55%

churn reduction after the inner-loop process

€300K+

in annual profitability from customer retention

About Santander Portugal

Santander Portugal is one of Portugal's largest and most established financial institutions, operating as part of Banco Santander, a global banking group with operations across Europe, North and South America, and Asia. With a strong presence throughout Portugal, Santander offers a comprehensive range of banking and financial services to individual, business, and corporate customers, including retail banking, wealth management, insurance, and investment solutions. Committed to digital innovation and customer-centric transformation, Santander Portugal focuses on delivering seamless, personalised experiences across all touchpoints while maintaining its position as a trusted financial partner. The bank employs thousands of professionals across Portugal and serves millions of customers through its extensive branch network and digital channels.
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Industry
Financial Services
Organisation Size
Enterprise
Region
EMEA
Products In Use
CX