BBVA is forging ahead with the development of new AI-generated customer experience metrics that bring together information from multiple customer touchpoints, including phone conversations, complaints, and interactions through the website and mobile app, all in compliance with applicable data protection regulations. These capabilities transform information that was previously difficult to analyze systematically into a more complete picture of each customer’s experience. In this way, the bank complements insights from satisfaction surveys such as the Net Promoter Score (NPS) with analysis of customers’ actual experiences across their interactions with the bank.

In Spain, BBVA now uses generative AI to analyze transcripts of phone calls and conversations through the ‘My Conversations’ channel to identify the precise reasons customers contact the bank. In Mexico, AI systems also analyze more than 220,000 monthly calls between customers and remote relationship managers, as well as approximately 4,000 monthly calls from business customers to customer service centers.

These capabilities make it possible to uncover customer needs that had previously gone unnoticed across millions of conversations. As a result, BBVA can identify potential friction points in digital journeys and learn how customer interactions evolve over time, providing a clearer understanding of the customer experience from the moment an issue arises until it is resolved. By linking abandoned transactions in the mobile app with subsequent contacts with customer support, AI can also pinpoint the underlying causes of these issues and generate valuable insights to improve the digital experience.

“For years, we’ve asked our customers what they thought about their experience. Today, we can build a comprehensive view of their interactions with the bank by analyzing hundreds of thousands of conversations, helping us better understand what they need, what concerns them, and where they encounter difficulties. We’re entering a new era of customer insight, with the goal of turning that knowledge into richer, more personalized, and more distinctive relationships,” said David Arconada, Global Head of Listen & Know Your Customers at BBVA.

The bank also employs generative AI to enrich the insights it obtains from Net Promoter Score (NPS) surveys. In Mexico, the bank processes between 10,000 and 20,000 NPS surveys every day. Rather than simply interpreting numerical scores, AI categorizes customer comments, identifies the main drivers of dissatisfaction, and combines those findings with information from digital channels. For example, if one customer reports friction while using the mobile app, digital analytics can identify other customers experiencing the same issue. This enables teams to detect problems more quickly and continuously improve products and services.