Five Questions With: Brian Azar

Brian Azar is Santander Bank’s regional president of southern and western New England.
The bank last year launched a new service line called “Santander Select,” designed specifically for its wealthier customers, and it’s now offering it for the first time in Rhode Island at its Lincoln branch at 622 George Washington Highway.
Azar talks with Providence Business News about the new service, how it’s done thus far in other markets, such as Boston and New York, and whether there are any plans to expand.

PBN: Can you tell our readers who may be unfamiliar with Santander Select a little more about the service?
AZAR:
With Santander Select, clients have access to a personal banker and a financial consultant who help them make the right financial choices to plan for their future and grow their wealth. In addition to the one-on-one attention from a personal banker, clients have access to a dedicated suite of Santander’s most valuable products and investment services. They also have access to Santander Select Member Services, a dedicated VIP direct service line, no-fee access to more than 30,000 Santander ATMs globally for Select World MasterCard Debit Card holders, no international transaction fee for debit card purchases, a concierge service, trip insurance and priority access to airport lounges.

PBN: You’re now offering the service for the first time in Rhode Island at Santander’s branch in Lincoln. Why now and why Lincoln?
AZAR:
We are always looking at ways to enhance our customers’ experience at all of our locations. After the success of the Santander Select program at our pilot locations in Boston and New York last year, we wanted to expand the program to additional branches. Customers, especially those in our Rhode Island locations, were inquiring about Santander Select and requesting further information on how to become a member. In determining the initial Select location in Rhode Island, Lincoln was chosen due to its highly trained staff and a demonstrated customer need for personalized and differentiated servicing.

PBN: Santander Select first launched in Boston and New York in 2014. What sort of response to the service have you gotten from customers?
AZAR:
We know from speaking with our customers that they are always looking for ways to make the most of their money. Santander Select gives our customers comfort in knowing that we are helping them build their personal savings and planning for the future. We have received an overwhelming positive response from our customers. They truly appreciate the specialized service that we offer through Select. This response and the success of the program are some of the main reasons why we have expanded the service to additional locations such as Lincoln.

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PBN: What about the service would you say is most popular among customers?
AZAR:
We have seen very positive feedback from new Select clients regarding the level of personalization and service they receive from being a member. Both legacy and new bank customers who have become Select members have enjoyed the exclusive customer service line, having access to a dedicated banker, and the differentiated suite of services Select offers.

PBN: Santander says it plans to expand Santander Select throughout its Northeast footprint. Can you give our readers any idea of what that might look like in Rhode Island?
AZAR:
We plan to expand this service in 2016, including offering it at more branches in Rhode Island. Though the exact locations have yet to be determined, it remains our goal to offer an elevated and personalized banking experience for our customers that may require this type of service to meet their unique needs and goals.

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