Data as a huge opportunity

Bankinter has been a pioneer in transforming data into commercial opportunities. That's why the evolution of banking towards the digital world and the intensive use of data is inherent to the nature of the entity. In this connection, Bankinter has come a long way, both from the perspective of more digital customers and the perspective of networks and channels, which are highly accustomed to harnessing commercial opportunities based on data, algorithms and models.

The systematic transformation of data into commercial opportunities is channelled through the Customer Relationship Management (CRM) division, which comprises mathematicians, engineers, economists, IT specialists and data scientists. Here, data is analysed in depth, creating business rules, algorithms or models and commercial actions are defined and customer interactions overseen.

In 2018, the new General Data Protection Regulation came into force in the European Union, regulating aspects including but not limited to the extent to which customers are willing to be contacted by the company, the type of data they want the bank to use and the type of offers they want to be informed about. This regulation, in addition to being positive for consumers, emphasises the dedication with which Bankinter interacts with its customers, ensuring compliance with the regulations at all times.

Over the course of the year, progress has also been made on the construction and improvement of models. In Corporate Banking, efforts have focussed mainly on predicting investment demand, whilst in Commercial Banking, work has centred around models for predicting the contracting of specific products, systems of recommendation and foreseeing possible abandonment. To this end, Bankinter employs new Big Data technologies and programming languages (R and Python). Furthermore, Bankinter uses the power of analysis in CRM in all aspects essential to the business, which helps to appraise corporate expansion opportunities.

On the other hand, CRM harnesses the greater level of customisation possible on the entity's website and app to develop customer interaction, which is increasingly necessary in the digitalised world in which the sector operates.

In 2018, Bankinter continued to increase its commercial activities. Sales managers and private bankers increased their commercial endeavours by 10%. The same rate of growth was seen in dispatches. However, the biggest leap occurred in digital interaction, where the commercial impact doubled.

Other relevant actions in the year were as follows:

  • Commercial banking. Further actions were taken in terms of savings and consumption. What's more, two new lines of growth were promoted: young people, with services adapting better to their profile (like Bizum or Cuenta Joven) and customer digitalisation, with new methods of payment (Apple Pay and the Bankinter wallet). In this digital environment, the entity has incorporated machine learning technology to discover what customers are most interested in based on the channel they use.
  • Enterprise Banking. The entity remains focussed on the objective of increasing loans and receivables, accompanying companies in their day-to-day activities. One action taken was to finance the shortterm payment of taxes, which contributes to investment, fees and collateral business. When advertising this product, the entity used a technology solution acquired last year to perform push notifications sent to devices from which our customers had accessed Bankinter's website, having obtained prior consent.
  • Bankinter Portugal. All advances made in Spain have been transferred to Portugal, to enhance CRM capabilities in the country's business. Bankinter Portugal developed a new platform that made it possible to multiply customer communication and offers transferred to the commercial retail network.

The commercial intelligence function, allocated to the CRM division, provides the entity with in-depth knowledge of what is happening on the market and facilitates the process of allocating demanding yet achievable objectives.

Commercial shares CRM (€ million and % vs. 2017)

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