In 2018, GlobalData’s Retail Banking Survey highlighted the growing importance of Net Promoter Score (NPS) in driving customer acquisition, revealing that 44% of millennials chose their mortgage provider based on recommendations from friends and family.
Yorkshire Building Society (YBS) has embraced this insight, significantly increasing its NPS to 61 as part of its commitment to delivering excellent service. With 150 years of experience, YBS has been undergoing a transformation since January 2020, blending physical branches with an enhanced digital presence to better serve its customers.
Underpinned by its core values of helping people find a home, improve financial wellbeing, and create long-term value, the society has seen substantial growth, with nearly 700,000 new savings accounts and £9 billion in lending in 2023.
Leading this transformation is Ben Sampson, YBS’s Transformation Director, who fosters an environment of collaboration and innovation to ensure the society continues to meet the evolving needs of its customers while maintaining its strong heritage. In this interview, Ben shares insights into YBS’s customer-centric approach and the strategic decisions driving its success.