Bankia wanted to increase customer satisfaction and business impact by providing customers with a way to ask questions about complex products like insurance options and mortgages, without increasing stress on existing call center resources.

As part of its customer-centric approach to banking, Bankia understood the importance of meeting customers on the channels they prefer.

However, customers could only use the webchat if they were logged in to Bankia’s app or website. As a result, they were missing opportunities to create a frictionless experience.

The primary objective for Bankia was not to close the deals as soon as possible, but instead to increase the customer satisfaction rate while customers were researching products.

The proposed solution was to leverage a new communication channel for high-value pages that would:

Increase customer satisfaction

compared to existing channels

Improve customer service efficiency

by automating parts of the customer journey

Drive qualified leads to sales channels

for further nurturing