At a time of unprecedented digitalisation, marked by excessive information and significant changes in customer habits, quality of service and the customer experience stand out as pillars of our business strategy.
Bankinter understands the customer experience as a dynamic and adaptable concept, covering all possible interactions: from visits to our branches to the use of digital platforms, contact with our telephone banking and the management of specific products. An exceptional customer experience reinforces credibility and trust in our brand, transforming customers into brand ambassadors.
At Bankinter, we are committed to continuously increasing the number of customers who actively recommend our services, in the knowledge that this leads to more stable and profitable long-term relationships. Our main objective is to maintain the positive perception of the 55.7% of customers who already recommend our services, and to improve the experience of the 35% (34.9%) who are satisfied, so that they also become active promoters of the entity's activity. This approach seeks to expand the base of loyal and satisfied customers.
Technology will be a catalyst for success in achieving this:
The aim is to optimise every interaction with the customer, responding to their growing expectations. We are pursuing an effective omni-channel approach to gathering feedback, which enabled us to reach the notable milestone of surveying 40% of the Bank's active customers in 2023, in order to anticipate needs and offer immediate responses, showing our constant commitment to solving their problems and making them feel unique to Bankinter.
As always, at Bankinter, technology is at the service of its main value proposition: personalised service, which remains key to ensuring customer loyalty. Service quality is intimately linked to human connection, empathy and authenticity. Therefore, for Bankinter, it is crucial to balance technology and the human factor, being committed to customer-centric teams capable of adding value in the most complex or critical interactions.
The aggregate index of quality perceived by customers in Spain and Portugal in 2023 stood at 45.2% (+4.9% on 2022), measured through the Net Promoter Score (NPS). In Spain, the score was 46.3% (+6.7%), with the quality perceived by customers improving in 61.6% of the branch network. The NPS was 47.5% for those aged over 65 (+12.7% compared to the average for all individuals surveyed).
The NPS at Bankinter Portugal was 36.1% (-3.5%), with improvements in 35.1% of branches.
The trend in the level of customer satisfaction remained very positive in 2023: In Spain, 55.7% (+4.7%) of customers said they would recommend Bankinter, with dissatisfied customers standing at 9.4%. In Portugal, 48.7% (-3.7%) of customers said they would recommend Bankinter, with dissatisfied customers standing at 12.7%.
In terms of communication channels with the bank, customer satisfaction with our websites and apps was notable in 2023, with an NPS of 52.8% (+11.6%) in Spain and 65.4% (+2.4%) in Portugal.
Telephone banking and the branch network also maintained high levels of recommendation, except for Banca Telefónica Portugal, where the fall is explained by the change in the customer service model due to the introduction of a virtual assistant to support the increase in the volume of calls received.
*2022 figures for Portugal have been updated due to standardisation and integration processes.
In 2023, in Spain, 39 of the bank's website and app processes were evaluated (18.2% more than in 2022), providing information on the design, usability and functionality of these digital assets. This gave the technical teams daily information on perception, reasons for dissatisfaction and customer suggestions for improving processes for the websites and apps.
The opinions of users of the platforms and websites continued to improve, with the aggregate NPS standing at 52.8% (+11.6%).
In the transformation of internal processes, 63 processes were measured in real time in Spain.
The bank's Central Services have collaborated closely with the branch network with the shared objective of providing customers with excellent service. All the teams support the staff in our branch networks with the maximum agility of the processes, and in support, training and information, improving the results of the quality indicators for the areas involved.
The information provided by the internal surveys (performed regularly in 2022 and in 2023, with excellent levels of participation by the bank's employees) provides the basis on which Central Services designed the continuous improvement plans.
In 2023, in Spain and Portugal, 136 internal quality measurements were carried out, which provided a very high volume of opinions and suggestions, all of which were key to the definition of more than 350 initiatives that have been implemented to improve processes and their digitalisation, as well as to offer internal customers excellent service in line with their expectations.
In Spain, the degree of satisfaction with Central Services has continued to improve. The Net Satisfaction Score (NSS) was 58.8% in 2023 (+8.6% compared to 2022).
The overall satisfaction level at Bankinter Portugal was 40.5%. The main improvement actions have focused on:
Bankinter remained one of the leading entities in Spain for the objective quality of its commercial banking networks in 2023, according to the EQUOS RCB-2023 study, which was carried out by an independent company. This study measures the objective quality of the commercial service provided to potential customers in the branch network of the main Spanish financial institutions using the mystery shopping technique.
Bankinter stood out in numerous aspects, such as customer service, speed of service, product explanations, and the time dedicated to giving explanations to customers during visits.
Bankinter Portugal scored much higher than the sector average, retaining its leadership of the 14 banks analysed.
Bankinter will continue to place the customer and customer perception at the centre of its commercial strategy, with an aggregate NPS target higher than the target set for 2023.
To achieve this, three accelerators for success will be prioritised in the financial year 2024.
The team will continue to monitor the voice of the customer and employees, with the internal quality survey being one of the main tools and part of our corporate culture. The development of joint improvement actions with each of the 56 areas will continue in order to boost change and promote transformation processes, ensuring that these changes are implemented in a timely manner.
We use first and third-party cookies for analytical and statistical purposes and to show you personalised advertisements based on a profile compiled from your browsing habits (e.g. pages visited). For more information, click on our Cookie Policy. You can accept all cookies by pressing 'Accept' or personalise your choice by clicking on MANAGE OR REJECT COOKIES.