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New era for the bank’s relationship with its customers

Bankia undertakes to make its customers’ lives easier with its new brand claim: 'That simple’

The entity announces its new brand positioning within its strategy of continuing to place the customer at the center of the company's activity.
 

Communication Bankia

By  Communication Bankia

Publish on 
13 September 2019 - 13:45

  • According to José Ignacio Goirigolzarri, chairman of the entity, “with this brand claim, we establish the framework for Bankia’s relationship with its different stakeholders. We describe our products and services and we state the kind of experience we want for our customers”
  • The claim summarises our ease-of-use philosophy, in which the company already has a good position and a distinctive, credible and relevant characteristic of the bank, as it has been applying this principle to its products and services for years.
  • It is also coherent with the closeness value, which is key in Bankia’s strategy and a demanding, ambitious and transformative challenge for the bank

Bankia launches its new brand claim: ‘That simple’. This initiative marks the beginning of a new era for the bank, which undertakes to make its customers’ lives easier every day.

‘That simple’ expresses a new positioning for Bankia, born after years of effort to turn this brand promise into a reality. Right now, being a Bankia customer is easier than ever. And this is because of all the efforts of the entity into digital innovation, aimed at speeding up and streamlining bank operations, thanks to its commercial network and all the people working at the bank.

For instance, Bankia customers can pay using the main digital platforms, have remote access to a personal consultant to solve any financial needs at any time and are exempt from commission fees in mortgages and other basic services just by having a payroll account.

The claim summarises the bank’s ease-of-use philosophy, in which the company already has a good position and a distinctive, credible and relevant characteristic of the bank. It is also coherent with the closeness value, which is key in Bankia’s strategy and fundamental to understand and meet customer needs. Moreover, it is a demanding, challenging and transformative effort for the entire bank.

According to José Ignacio Goirigolzarri, chairman of the entity, “with this brand claim, we establish the framework for Bankia’s relationship with its different stakeholders. We describe our products and services and we state the kind of experience we want for our customers”.

Making banking easier is a challenge, and accepting it positions us as an entity that is committed to its customers and their needs.

José Ignacio Goirigolzarri
Chairman of Bankia

“Making banking easier is a challenge, and accepting it positions us as an entity that is committed to its customers and their needs”, added Goirigolzarri.

All this is in line with the ultimate goal of focusing the activity of the company on customers, but not just that. It is also an internal challenge aimed at all of Bankia’s employees, who know that ‘making it easier’ is the result of a complex and arduous process that gives their job meaning.

Ease-of-use

“Ease-of-use is a mobilising concept, as it entails good service from a current perspective. It applies to both online and offline operations and it appeals to both current and potential customers”, said Silvia Bajo, Corporate Brand Director at Bankia.

The concept covers three different groups of attributes: first, availability, effectiveness and agility; second, an efficient and high-quality service; and third, closeness and commitment.

‘Let’s start with principles’, after the arrival of the first management team and ‘Let’s keep working’, have been Bankia’s previous claims. They both had an external component and a very significant internal focus and were defined by the restructuring process undertaken by the entity.

‘As easy as that’ is the beginning of a new era for the brand and for the bank itself. It is particularly focused on customers and aimed at positioning Bankia as the best bank in Spain, in which customer satisfaction is one of the key elements, along with efficiency, solvency and profitability, as established in the 2018-2020 Strategy Plan.

In order to communicate this position, Bankia will start a marketing campaign known as ‘Acronyms’. “Banks have acronyms for everything, the only thing we did not use them for is the only thing that matters to people: to be understood and to make things easier”, said Bajo.

In this case, the campaign revolves around the ATRM, the ‘Acronyms That Really Matter’, the motto of the campaign. Moreover, new acronyms have been created: ICU (‘I completely understand’), OCIHT (‘Of course I have time’) and WAYWA (‘What are you worried about’), sentences that express the attitude of the bank towards its customers, highlighting closeness and ease-of-use.

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CONTACT

External Communication Direction

Virginia Zafra de Llera
DIRECTOR OF EXTERNAL COMMUNICATION
vzafra@bankia.com

 

Press Relationship

Guillermo Fernández Martín
DIRECTOR OF PRESS RELATIONSHIP
gfernandezm@bankia.com

Mariano Utrilla Cortijo
mutrilla@bankia.com

Irene Rivas García
irivas@bankia.com

Belén Porras Povedano
bporras@bankia.com

María Campos Lages
mcamposla@bankia.com

María José Cabeza Calderón
jcabeza@bankia.com

 

Digital Communication

Ana Bernad Colás
DIRECTOR OF DIGITAL COMMUNICATION
abernad@bankia.com

Leticia Lucio Álvarez
llucio@bankia.com

María Navarro Caballero
mnavarro@bankia.com

   

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