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Customers

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The customer is Bankia's greatest asset

Bankia’s goal is to deliver the service that best fits the needs of each type of customer, in order to be the best commercial bank in Spain

RELATIONAL QUALITY MODEL

This commercial strategy is part of a variable environment, since customers are constantly changing their behavior dynamics and constantly generating new demands.

This commercial strategy is framed within a variable environment, given that customers are constantly changing the dynamics of their behaviour and constantly generate new demands. This means the bank has to develop a great capacity to listen, analyse and attend to each customer; just as each of our customers is unique, so, too, are their needs. The customer, and especially his or her feelings and needs, are the focus of this new banking model. In 2018 the bank went a step further in putting the customer at the centre of strategy by introducing the Quality Scorecard, an agile, dynamic tool that gives access to quantitative and qualitative information about what customers think.

This process has been demonstrating, from the very outset, clear improvement in the value that branches provide to their customers and greater customer satisfaction with the bank, because this is one of main pillars of the Group’s 2018-2020 Strategic Plan. Bankia is a pioneer in ensuring that its professionals have customer experience certification. In 2018 the certification drive was extended to all the regional and area head offices, which have demonstrated their compliance with the highest management standards and results.

86.90%

satisfaction customers


7.76%

in customer service

ANALYSE THE CUSTOMER

Imagine the customer. Anticipate who it is.

EARN THE RIGHT TO THE MEETING

Include the customer in the conversation, give recognition. Arouse an interest in our bank.

EARN THE RIGHT TO ASK

Explain our interest in helping. Connect with the customer's interests listen.

GENERATE TOUCH

Generate a personalised proposal, centred on the customer's interests. Provide contacts with the bank and offer a proposal that leads to a contract and strengthens the relationship.

TARGETED FOLLOW-UP

Generate a long-term relationship. Customer and Bankia grow together.

CUSTOMER SERVICE DEPARTMENT (CSD)

These good results flow from the policy of placing the customer at the heart of what Bankia does, paying priority attention to the customers' feelings and needs in order to advance and improve our worth as a bank day by day.

In this respect, another important element of the listen-to-the-customer strategy is the Customer Service Department (CSD). The CSD is an independent body which helps improve the bank's relations with the people who use its services. Amongst other functions, the CSO is shortening response times to incidents reported by users, as well as providing prompter and satisfactory solutions.

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