Jonathan Holman, Head of Digital Transformation at Santander, discusses the initiatives he’s leading in partnership with his award-winning team to accelerate digital transformation at Santander. https://www.tamr.com/santander

1. How Santander UK Accelerates Digital
Initiatives by Mastering Customer Data

2. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Speakers
2
Jonathan Holman
Head of Digital Transformation: Corporate &
Commercial Banking
Santander UK
Ravi Hulasi
Head of Strategic Sales Engineering at Tamr

3. How Santander Accelerates Digital Initiatives by Mastering Customer Data
About Santander Group
● Number 55 on the Forbes Global
2000 Leading Companies list
● Operates in Europe, South
America, and North America
● $8.93 billion profit in 2019
● 145 million customers
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About Santander UK
● 14.4 million customers
● £22.3 billion UK corporate loans
● £981 million profit

4. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Corporate & Commercial Banking
Prospecting Onboarding Decisioning Fulfilment Monitoring Exit?
CCB - Core Activities
The Core
4
Sector Strategy
Credit Risk
Criteria
FinCime
Criteria
Proposition
Matching
Application Forms & Data
Permissions
Product Forms
Credit Risk needs
Assessment
FinCrime
Assessment
Credit Approval
FinCrime / KYC Approval
Price / Return
Product
Functionality
Digital Services
Setup
Product Enablement
Portfolio & Returns
Additional Solutions
Reviews &
Restructuring
Ongoing Alerts /
Comms
FinCrime
Criteria
Credit Risk
Criteria
Product / Price
Strategic Alignment
Contracts & Signing
Security

5. Customer
Relationship
Management
(CRM)
Salesforce
Customer
Digital
Services
Onboarding,
Servicing,
Products Portals
and Channels
Decisions,
Workflow &
Operating
System
nCino
Document
Production &
e-Signing
SpringCM +
DocuSign
Four Components of ‘the Core’
The Core
Prospecting Onboarding Decisioning Fulfilment Monitoring Exit?

6. CCB – Digital Architecture
Auto-Reconciliation & Single
Customer View
Portfolio View of Customers
& Products
Machine Learning &
VisualisationCustomer
Records
Systems Core Banking
Platform(s)
Major Loan Platform
Invoice Finance
Platform
Trade Finance
Platform
FX / Rates Platform
Intelligent Document
Storage & Indexing
UK Entity
Data
Accounting
Data
(Ingestion &
API)
Open Banking
Data
UK Identity
Data
Screening
Data (inc
Adverse
Media)
Legal & Relevant
Financial
Institutions Data
Global
Entity Data
Global Identity
Data
CRM
Customer
Digital
Services
Decisions,
Workflow &
Operating
System
Document
Production &
e-Signing
Risk Rating &
Modelling
Data Aggregation and Visualisation
Customer Risk
Assessment
Credit Risk Decision
Engine(s)
Screening Platform and EngineMachine Learning Models & Visualisation
Web & Mobile
Customer Data
APIs
Payments Hub
Secure Logon
Secure Digital
Chat
Data Lake

7. Digital Onboarding
Salesforce
Prospecting
activities and
opportunity
pipeline
management
DueDil
Entity Profile &
Hierarchy
information, and
audited financial
statements
Quadient
Customer
Interaction
through dynamic
Digital
Onboarding Form
Docusign
Customer e-
signature for on
application &
mandate capture
nCino
Application
management &
FinCrime Risk
assessment
Core Banking
Platforms
Customer records
& accounts
opened
automatically
Salesforce
Automatic sync of
systems for
pipeline status
update and
onboarding case
closure
Robotic Process
Automation
Application data
parsed and
distributed to
multiple systems

8. Digital Credit Risk
nCino
Credit case creation &
automated risk rating, including
subjective assessments, pricing,
security, and covenant
management
Validis & BizAnalyser
Permissioned /
OCR Financial MI
(with permission
from customer)
Salesforce
Prospecting
activities and
opportunity
pipeline
management
DueDil
Entity Profile &
Hierarchy
information, and
audited financial
statements
nCino - Decisioning
Automated decisioning
or sanction and workflow
management for credit
committee cases
Fractal Labs
Open Banking-enabled
transactional history from UK
banks (with permission from
customer) – with cash flow
forecast

9. Digital Fulfilment
nCino
Post-credit approval
workflows
dynamically
generated and
assigned to relevant
business unit
Docusign
Customer e-
signature capture
on facility letter &
security letter
Docusign CLM
Facility letter generated and
dynamically updated as it is
negotiated on-platform with
customers & solicitors
Limit marked and
payments instructed
automatically on loan
booking platform – funds
drawn to Customer
AlfanCino - Drawdown
Drawdown and
payments completed via
nCino, limit sent to loan
platforms automatically
nCino - DocMan
Documents version controlled
and automatically stored
against compliant categories &
placeholders

10. How Santander Accelerates Digital Initiatives by Mastering Customer Data 11
What’s Live?
Duedil CallCredit
ComplyAdventure
& Dowlones
Valiidis &
BizAnalyse
r
Fractal Labs
LegalinX
& Link
RFI
D&B GB Group
Quadient Salesforce
SpringCM &
Docusign
nCino
Tamr
ALFA v5.45
Aquarius &
Confirming
SPA
BankTrade IRIS & Murex
DataRobot & MicrostrateNuxeo
Partenon(s) LoanIQ v7.2
BDP &
GBO
NetReveal Encompass
Saas
SaasSaasSaasOn Prem
PCSM and AI
Engine (TBC)
Customer Risk
Assessment
Actico
Saas
Saas Saas Saas Saas Saas Saas Saas Saas
On Prem
On Prem
Saas
Saas Saas Saas
On Prem
Saas

11. How Santander Accelerates Digital Initiatives by Mastering Customer Data
The business case for mastering customer data
● Corporate and commercial division implemented a
new credit lending system called nCino
● Successful implementation of nCino required a single
view of each retail customer to accurately calculate
financial exposure
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12. How Santander Accelerates Digital Initiatives by Mastering Customer Data
What goes into a golden record?
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○ Entities involved in trades
○ Pricing information
○ Analyst opinions
○ Government lists of certain
individuals
Reference data Internal data
○ Salesforce
○ Multiple CRM systems
containing hundreds of
thousands of records
Single customer view

13. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Challenges with creating a golden record
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Requires extensive manual work Does not scale
Inefficiency and cost Duplicate data

14. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Business Outcomes from Mastered Customer
Data
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Better informed
loan decisions
Meet
regulations
Better use of
IT resources

15. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Overall Strategy
• Market Leading Configurable SaaS
- Partners whom we like now and whose Roadmaps
we like.
• Cloud Hosted
- Continuous releases and DevOps.
• API Integration
- Continuity of Data and Connected Ecosystem
• Data Driven & AI
- Insights for Customers and Colleagues, Intelligence
and Optimised Decision Making
CX / Efficiency / Business Transformation, Via Digitisation
Aligned to & Integrated within the Business
• Faster Horses
- Standardise, Simplify, Speed Up & Automate
Distribution.
- Creating the possibility of a just-in-time
supply chain.
• Intelligent Distribution
- Predict / Prompt / Focus on the Delivering
the right product at the right time to the
right customer.
• Dynamic Products
- Intelligent products dynamically moulded to
Customers.
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How We Execute Phases We Execute

16. How Santander Accelerates Digital Initiatives by Mastering Customer
Data
Today’s Customer Mastering
Environment
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17. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Why Use Human-Guided Machine Learning to
Master Data
Before: Data Scientists spent months and
100% of energy preparing data
Today: ML can do 80% of
data mastering lift...
…. Enabling Data Scientists to put
final touches on the last 20%.
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18. How Santander Accelerates Digital Initiatives by Mastering Customer Data
Case Study: Leading U.S. Insurance Company
Using customer mastering to boost engagement
● Customer 360: Segment customers at the
individual, household, and organization level
● Trust: Data consumers had little confidence in
the results
● Enrichment: Take advantage of a vast set of data
from external providers
Solution
● Integration: Build a complete view of customer
profiles across multiple business divisions and
external enrichment providers
● Maintenance: Rules-based system was difficult
to maintain.
● Scale: Existing rules-based process took over a
day to run, company direction was to deploy a
cloud-native solution
Technical Challenge
SolutionBusiness Challenge
● Rapidly create matching models at the
desired level of granularity
● Human-in-the-loop review workflow for
increased governance
● Rapid alignment of new sources into target
data model
● Machine learning overcomes differences in
data format and content, reducing the time
to onboard new sources
● Updates to the machine learning model
can be made without code changes
● Cloud-native solution can be deployed to
provide elasticity and ephemeral resource
usage
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19. How Santander Accelerates Digital Initiatives by Mastering Customer
Data
Questions
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