Customer portraits

Dave, 54.

A small business owner, living in the South-West with his wife and daughters.

Dave is 54, lives rurally in the South West with his wife and his 8 and 11 year old daughters. He is a small business owner, running an electrical contract company. His wife is a dental surgeon. He sees himself as quite old school in his habits as a customer, though he buys on the internet for certain things such as electronic goods and clothing. Dave is a big Liverpool fan.

“I was with Santander for 30 years. I had a problem with them, and changed to M&S last year. How can you let a customer of 30 years just walk away, without asking ‘Why are you leaving? What can we do to keep you?”