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Innovation 21 Jun 2022

BBVA migrates customer care services to the cloud to improve service

The strategic agreement with Genesys®, a leader in cloud customer experience orchestration, is enabling BBVA to introduce the advantages of cloud computing in its centers in Spain and Latin America. Both entities are already working together to migrate remote customer care services in these regions, where they have been able to reduce waiting times, thus improving customer satisfaction levels through BBVA’s use of the Genesys Cloud CX™ solution.

The migration of customer services from their own servers to the cloud is enabling customer demand to be managed more efficiently by providing an integrated view of all their interactions with the bank, from start to finish, regardless of the channel used (web, app, telephone or branch). In addition, the Genesys Cloud CX solution allows the quality of service provided by agents to be evaluated in real time, enabling continuous monitoring to constantly improve the service provided to customers.

The goal for 2022 is for around 7,500 BBVA agents to use this solution to offer a more personalized experience. A figure that will be around 10,000 positions across the Group (80% of the total in this area) by 2023. “Migrating to the cloud allows us to differentiate ourselves in a very competitive environment, responding to regional requirements and addressing our global objectives. We are now able to create solutions in our channels that enhance the role of agents, with the benefit this brings to our customers,” explains José Luis Elechiguerra, Global Head of Engineering at BBVA.

It is a solution that puts the customer at the center, identifying, among other things, the reason for the call. Since 2019, it has reduced customer waiting times by 42% and shortened response times by 45% in countries such as Peru. This has contributed significantly to improving customer satisfaction levels in the case of Peru, positioning BBVA as the first choice in the Andean country. In the digital sphere, the bank is managing to resolve 82% of interactions automatically in the first instance, being even closer to its Peruvian customers.

In Spain, this technology has helped to reduce the resolution of non-urgent customer requests from 7 to 2.5 days; in the case of urgent requests this figure is from one day to one hour. This significant improvement in response times is due not only to the implementation of the Cloud platform, but also to the unification of the development team with the production team, following the DevOps methodology.

Cloud possibilities

The collaboration between BBVA and Genesys has also resulted in great progress in the provision of customer services in all the countries where the bank operates. This has enabled the bank's remote agents to increase the number of queries handled and even improve the ratio of sales through remote channels, as has already happened in Spain, Mexico and Peru. In addition, it has enabled the implementation of a remote manager model in three months, which did not exist in Uruguay, Argentina and Colombia.

The bank's top engineering manager points out that the Genesys Cloud CX solution has been key to BBVA's ability to respond to the challenges posed by the COVID-19 pandemic. In the worst moments of lockdown, BBVA was able to keep managers operating remotely, ensuring their health and that of customers by responding to their queries through digital channels. “We continue to make progress in our process of transforming our relationship models. Genesys is enabling us to meet the demands of today while preparing for the challenges of tomorrow,” he adds.

Meanwhile, Olivier Jouve, Executive Vice President and General Manager of Genesys Cloud, said, “in the Experience Economy, businesses need to have the cloud and digital technology infrastructure in place to meet customer and employee expectations today. BBVA is succeeding by focusing on creating truly differentiated experiences that inspire trust and loyalty. Through Genesys Cloud, we’re working together to transform its operations and customer service capability, well-positioning BBVA as a digital banking leader built for the future.”

The remoteness of services has multiplied exponentially and customers are demanding remote solutions for all services offered by the bank. As it consolidates the process of migrating customer services to the cloud, the bank is exploring how artificial intelligence (AI) and Genesys Cloud automation can be used to further enhance the experience for both employees and customers, expanding the range of services and maximizing the opportunities offered by these technologies.