Satisfaction surveys are no longer the only way BBVA gains insight into its relationship with customers. The bank is now using generative artificial intelligence to analyze hundreds of thousands of customer interactions, providing a more complete picture of the customer experience.
„It harnesses this technology to process selected conversations in Spain across channels such as phone calls and chats between customers and relationship managers through the bank’s app, as well as more than 220,000 monthly calls between customers and remote relationship managers in Mexico. The goal is to identify customer needs and pain points more quickly and reliably, enabling more personalized and effective service. These capabilities are deployed in compliance with applicable data protection regulations.” – according to the press release.
BBVA is forging ahead with the development of new AI-generated customer experience metrics that bring together information from multiple customer touchpoints, including phone conversations, complaints, and interactions through the website and mobile app, all in compliance with applicable data protection regulations. „These capabilities transform information that was previously difficult to analyze systematically into a more complete picture of each customer’s experience. In this way, the bank complements insights from satisfaction surveys such as the Net Promoter Score (NPS) with analysis of customers’ actual experiences across their interactions with the bank.” – BBVA said.
In Spain, BBVA now uses generative AI to analyze transcripts of phone calls and conversations through the ‘My Conversations’ channel to identify the precise reasons customers contact the bank. In Mexico, AI systems also analyze more than 220,000 monthly calls between customers and remote relationship managers, as well as approximately 4,000 monthly calls from business customers to customer service centers.
„These capabilities make it possible to uncover customer needs that had previously gone unnoticed across millions of conversations. As a result, BBVA can identify potential friction points in digital journeys and learn how customer interactions evolve over time, providing a clearer understanding of the customer experience from the moment an issue arises until it is resolved. By linking abandoned transactions in the mobile app with subsequent contacts with customer support, AI can also pinpoint the underlying causes of these issues and generate valuable insights to improve the digital experience.” – the bank explained.
“For years, we’ve asked our customers what they thought about their experience. Today, we can build a comprehensive view of their interactions with the bank by analyzing hundreds of thousands of conversations, helping us better understand what they need, what concerns them, and where they encounter difficulties. We’re entering a new era of customer insight, with the goal of turning that knowledge into richer, more personalized, and more distinctive relationships,” said David Arconada, Global Head of Listen & Know Your Customers at BBVA.
The bank also employs generative AI to enrich the insights it obtains from Net Promoter Score (NPS) surveys. In Mexico, the bank processes between 10,000 and 20,000 NPS surveys every day. Rather than simply interpreting numerical scores, AI categorizes customer comments, identifies the main drivers of dissatisfaction, and combines those findings with information from digital channels. For example, if one customer reports friction while using the mobile app, digital analytics can identify other customers experiencing the same issue. This enables teams to detect problems more quickly and continuously improve products and services.
These insights are also highly valuable for relationship managers. Ahead of each customer conversation, they can access an automatically generated summary providing invaluable context about the customer’s most recent experiences with the bank. This overview helps them better understand the reason for the contact, the customer’s recent journey, and the broader relationship context, allowing them to deliver more personalized service and resolve questions and issues more efficiently.
Beyond improving the customer experience, these capabilities are also improving internal processes. In Mexico, BBVA has begun using AI to automatically verify that wealth managers comply with mandatory regulatory requirements during certain investment transactions. Previously, this task required manually reviewing only a small sample of conversations; now it can be performed at a much larger scale.
The bank added: „The next step is to develop models capable of understanding relevant situations almost in real time. The ultimate goal is for these capabilities to enable the bank to identify certain customer needs or issues more quickly and provide faster, more personalized, and more context-aware responses for each customer.”
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