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FEATURE4 April 2016

The feeling’s mutual

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Features Finance Impact UK

Many businesses claim to have customers at their heart, but the Yorkshire Building Society has changed the way it uses market research, from introducing online panels to an extensive testing programme, to ensure it understands all of its customers, as Bronwen Morgan finds out

The financial services sector has taken a battering since the global recession, with people’s trust in it hit badly. One consequence of this has been that the once unpopular building society model has found new advocates – but, in ...