Santander was already breaking the rules in retail banking. They wanted to do the same for marketing and digital by creating a future operating model that would bring the customer further up the proposition value chain, enabling everything from new product development through to advanced performance marketing.
Future-focused, customer-first digital transformation? Look no further!
This was a very forward-looking project. Santander wanted to understand how digital, data and tech would disrupt their world over the next 5-10 years and create the operating model of the future. To shape that future, we started by immersing Santander in customer, technology, macro-economic and FS trends.
Through insights, analysis and collaborative workshops we defined the future operating model and identified the guiding principles for delivering marketing excellence and a new way of delivering outcomes.
The operating model was anchored in agile principles, held lightly and applied specifically to a Santander culture and context.
We designed and executed a transformation programme, supported by ongoing training and development that has equipped the team with the knowledge, skills and confidence to not only respond to its own transformation but to identify opportunities in this rapidly changing digital age.
"A creative, exhaustive and productive programme was carried out with enthusiasm, diligence and, above all else, open, exploratory mindsets. Essential qualities to making the marketing function fit for purpose in a digital age."
Former CMO, Santander UK
We knew Transform would bring unparalleled knowledge, skills and experience to this project, but their meticulous approach, enthusiasm and creativity has really made the difference. The journey hasn’t always been linear, but their focus on staying true to our ambition and communicating that clearly and consistently to our teams has been critical to the programme’s success. An awesome team to collaborate with.
Head of Marketing Transformation, Santander UK