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June 16 2025

How Is OakNorth Keeping Customer Service Personal? | OakNorth’s Senior Director of Marketing Hugo Oliveira Souza

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Hugo Oliveira Sousa, who is the Senior Director of Marketing at OakNorth Bank, talks about how the bank manages to combine quick digital services with personal touches in their savings business. Right now, OakNorth has around 300,000 personal savings customers. When it comes to answering calls, they average just 7 seconds, and even during busy times, it’s only about 60 seconds—way quicker than most standard banks.

Hugo emphasizes that it’s not just about fast responses on the phone, but also about having an app and online services that make calling less necessary. The aim is to create a straightforward experience that really addresses the specific needs of their customers. He mentions a common pitfall for many companies: trying to cater to everyone. When they try to appeal to various customer groups, from wealthy investors to fresh grads, it gets tough to create services that actually fit anyone.

At OakNorth, they concentrate on making products that combine handy automation for simple tasks with real human help when it’s needed. By not trying to cover every issue for every customer, they keep satisfaction high and find a good balance between digital and personal support as they grow.

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Hugo Oliveira Sousa

Hugo Oliveira Sousa

OakNorth

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