Gigabit December 2018
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EUROPE<br />
207<br />
forward – and if you get rid of silos, you<br />
can truly transform the way people<br />
across the organisation behave.”<br />
Santander’s use of data reflects its<br />
commitment to its customers, as well as<br />
how integral a part the bank plays in<br />
people’s everyday lives and in wider<br />
communities. “The human element is<br />
really key, particularly if you’re making<br />
difficult financial decisions,” says Hayes.<br />
“If you’re going to take out a mortgage<br />
which is going to shape your life and your<br />
spending for the next 25 years, you need<br />
to trust and know that you can rely on us.”<br />
A TRUSTED MEMBER OF THE COMMUNITY<br />
“Communities are really important to<br />
us in Santander,” Hayes emphases.<br />
“Santander has targets to make sure<br />
everyone takes part in community work,<br />
be that abroad or locally.” Indeed,<br />
recently a group from the Milton Keynes<br />
office returned from building classrooms<br />
in Cambodia, whilst raising money for<br />
charities closer to home, Age UK and<br />
Barnardo’s, and last year Hayes himself<br />
spent some time helping a local food<br />
bank. “The motivation you get from<br />
making a real difference in your local<br />
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