More communication and less formality has a real business impact
Bankia transforms mortgage and loan support with WhatsApp, driving customer satisfaction and qualified leads.
IVR CALL DEFLECTION
Faster process resolution
About Bankia
Bankia is the fourth largest bank in Spain. It provides banking services to businesses, consumers, and investors, including asset management and insurance services. Bankia differentiates itself through its customer-centric approach. 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.
Challenge
Bankia recognized a growing disconnect between how customers wanted to engage and the tools available to support them. With more people researching mortgages and loans digitally, the bank needed a way to provide timely, accessible guidance without requiring customers to visit a branch or navigate clunky online forms.
Problem
Traditional channels like phone support and email were too slow and rigid for customers exploring complex financial products. Many dropped off before getting the information they needed, and service teams struggled to keep up with volume. The lack of immediacy and personalization led to missed opportunities and low satisfaction during a critical stage of the customer journey.
Goals
Bankia’s primary objective wasn’t to close deals immediately, but to improve customer satisfaction during the research phase, ensuring that potential clients felt supported and informed as they explored financial products.
Project objectives
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
Tailored design solution
Seamless Communication
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.
Scalable and compliant
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.
Flexibility and speed
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).
The results of our collaboration
Scaling with success
The conversion rate on WhatsApp was so good we knew we had to expand from mortgages to add loans also.
The preferred channel
Customers were also willing to reciprocate Bankia's warm, friendly, conversational tone. Resulting in 90% of customers stating that they preferred WhatApp to other channels. Bankia was the first WhatsApp-verified Spanish bank.
We turned our contact hub from a cost center into a revenue generator
Key results of our collaboration
Customers were more likely to interact, ask questions, and complete key actions through WhatsApp compared to traditional channels.
Simplified conversations and faster responses led to more sales-ready prospects entering Bankia’s pipeline.
With automated flows and live agent support, Bankia consistently maintained rapid reply times, improving customer trust and satisfaction.
Customers rated their experience highly, confirming WhatsApp as the preferred channel for exploring complex banking products.
Join the leaders of the banking
If you need a fast, efficient overhaul of your customer service operations, Hubtype is the partner you’ve been looking for. Book a demo today to see how we can transform your business.