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July 23 2025

Putting Customers First in Digital Strategy | Tina Hughes, Yorkshire Building Society

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Tina Hughes from Yorkshire Building Society gave her thoughts on what going digital truly means for financial institutions and why it’s so important. Instead of focusing on the tools themselves, Hughes said that digital should be seen as a way to make things easier, like sending payments or messages faster.

For Hughes, the real advantage of going digital is what it lets you do for the customer. She says its not about having the latest technology, it’s about making things easy and frictionless experience for the customer. It’s about giving people simple, friendly tools that they actually want and need.

Hughes said that companies should spend less time on the digital and focus more on the problems they’re trying to fix, as the right technology is only beneficial if it meets customer needs simply and easily. This view of going digital is a good reminder that in a world full of new terms and platforms, making the customer happy is still what matters most.a

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