higher engagement on WhatsApp than other channels
minutes to reply
out of 10 NPS
It provides banking services to businesses, consumers, and investors, including asset management and insurance services.
With more than 58.8% of customers managing services through digital channels and 40% of sales coming via digital, Bankia has long seen the value in being an innovative digital-forward organization.
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:
Bankia saw WhatsApp as a way to allow both existing and potential customers to contact Bankia without the need to log in or download an app. With messenger, the experience is seamless, personal, and in-line with Bankia's mission.
The scalable nature of the WhatsApp business API means that alongside Hubtype’s ability to integrate with critical business applications and securely centralize customer data, it would remain GDPR compliant.
Hubtype’s open-source technology provides Bankia’s team with the maximum flexibility, something that’s extremely important when starting with an entirely new set of channels.
Bankia also set up protocols to ensure that all the messages received on WhatsApp were answered promptly (under 2 minutes).
63 agents were coached on how to use WhatsApp and maintain the brand's new tone of voice, which was: