The importance of brand purpose in CX
How Santander UK improved NPS scores by developing and integrating the brand’s purpose throughout the business
05/31/2023
Net Promoter Score (NPS) has long been a key metric deployed by CX professionals to determine how likely customers are to recommend a brand. Improving on NPS scores has typically been a key focus for most industries, particularly the financial sector.
At All Access: Voice of the Customer 2023 Joe Goldberg, brand strategy leader at Santander UK, highlighted the correlation between brand strategy and NPS, suggesting that bringing your brand purpose to life throughout the business will have positive implications for NPS.
Goldberg offered an overview of his work at Santander to ensure that the brand purpose remains alive throughout the business and discussed the effect this has had on NPS scores at the bank.
