Case Study

Santander UK brings one-to-one customer engagement to life

  • Unified inbound and outbound marketing

  • Automated engagement with real-time event triggers

  • Increased relevancy of offers using predictive models and machine learning

"We have a single brain that provides the next best conversation for each customer based on their current context and all of their previous interactions with us. This allows us to deliver optimized propositions that maximize that customer value."

The Business Issue

Santander UK’s mission is to “‘Help people and business to prosper.” However, disjointed legacy systems and a campaign-based marketing strategy made it impossible to deliver the desired results.

Santander was selecting customers in batch to meet campaign objectives by channel. But because their channels were not connected, customers received conflicting messages based upon where they chose to engage.

And to make matters worse, the channel-specific campaigns were often leveraging data that was weeks old. Meaning by the time Santander UK was able to engage they were showing irrelevant information and offers.

The Solution

With Pega, Santander UK is evolving their customer engagement to become more customer centric with better quality conversations with their customers.

Santander UK analyzes customer attributes in real time to identify their customers' needs – from managing their money, to buying a home, to starting a business – and uses this information optimize each engagement for customer value.

Santander uses Pega to optimize both inbound and outbound channels including: Web, mobile, online banking, paid media (Facebook, Twitter, Google), email, SMS, direct mail, in branch, ATMs, and in the call center.

The Results

Since implementing Pega, Santander UK has:

  • 46M+ conversations optimized per month
  • 2,000 customer attributes analyzed in real time
  • Improved CSAT, ESAT (employee satisfaction), customer loyalty, and commercial performance

Related Resources

  • Learn how Santander markets successfully in a highly-regulated industry.
  • See How to Move From One-to-Many Segmentation to a One-to-One customer approach.

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  • Industry: Financial Services
  • Product Area: Pega Marketing
  • Product Area: Pega Marketing for Financial Services
  • Challenge: Cross-Selling/Up-Selling
  • Challenge: Customer Loyalty
  • Challenge: Customer Acquisition