Banco Santander: digital innovation and personalization to improve customer experience

Digital transformation marks the ante and ante después in the way companies and customers communicate, removing physical barriers and optimizing the user experience in virtually all sectors. Banking is one of the industries accelerating digitization by adopting various strategies to offer an integrated and flexible user experience.

Today, all banking institutions have an application and a web through which the customer can perform most of his transactions. Its use is so common and routine that Spain leads the use of mobile banking among European Union countries. Information about Banco Central Europeo (BCE). Advantages for consumers and the euro zone for digital banks65% of customers use these apps in Spain. Information that reflects the great need for the bank to adapt to the customer's needs, prioritizing the user's experience.

Multi-channel and personalization experience

This is the path that Banco Santander has been involved in for several years with the aim of consolidating itself as the best open platform for digital financial services. To do this, the enterprise offers its customers an omnichannel experience, in which most products and services are available across all channels, physically and digitally. Customers can choose their own channel to save time and provide flexibility and convenience to adapt to different circumstances.

The technology deployed to improve the customer experience is reflected in the increased use of digital channels. 75% of customers from the smallest banks use the internet or APP for transactions related to savings products, investment products, loans, cards or payment receipts. The same interest, bank commerce, que presta servicio a autonomos, pymes, empresas e institucións, para las gestions de inversión, gestion de efectivo, trade finance and treasury.

Information about special features of customers and realizability onboarding The Santander España form accelerates these operations for multi-channel companies for fully digital and automated systems. It also extends to the multi-channel customer, with the goal of ensuring the security of the user in getting the information and assistance they need, both in the office, on the Internet, in the app and over the phone.

In addition, the introduction of Artificial Intelligence (IA) has allowed the development of assistance to be significantly improved by application. chatbotinterface that allows you to answer questions asked by customers through tools such as video talkers (bank for video at a distance for customers), later.

Another advantage of digitization is the ability to customize the experience offered to the user. Adapt to this program by prioritizing the services that most interest customers. As for companies, they also have cash disbursement and collection as well as cloud cash management services. Santander's digital channels for foreign trade offer the ability to create and exchange bank guarantees, manage documents or make payments in local currency in all countries where the company operates.

In addition, Santander has updated its dedicated internet factoring y la de commerce exterior y ha creado un nuevo portal en que las companies pueden manejar sus TPV de for completamente digital. Segmentation has been improved to help companies reach their target customers in Santander Boutique, where companies of any size can realize their product and service offering.

Premios a la excellence digital

The quality of Santander's digital services offered to individuals and companies in Spain has been recognized with numerous awards in the past year alone. Last May, Gorus awarded Santander its Monthly Innovation Award for “Best Digital Platform for Enterprises” in Europe. In October, it was Global Finance that awarded the same award to the bank's digital channels for companies. At the same time, it has been awarded “Best Bank for Companies and Organizations” and “Banco Más Innovador del Mundo” in Spain. This is the program retail sales del Santander has been recognized by Global Finance with the “Best Application de Particular Spain” award.