BBVA Uses Generative AI to Measure Customer Experience Beyond Surveys

BBVA is leveraging generative artificial intelligence to analyze large volumes of customer interactions, moving beyond traditional satisfaction surveys to gain a fuller view of customer experience.

The bank is applying this technology in Spain to phone calls and chats conducted via its app, and in Mexico to over 220,000 monthly calls between customers and remote relationship managers. The AI tools aim to identify customer needs, concerns, and friction points more quickly and accurately.

The bank is also using AI to enrich insights from Net Promoter Score (NPS) surveys. In Mexico, 10,000 to 20,000 NPS surveys are processed daily, with AI categorizing comments and linking them to digital behavior. These insights are also being used to improve internal processes, such as regulatory checks for wealth managers.

BBVA plans to develop models capable of detecting relevant customer situations in near real-time. The broader objective is to enhance customer service by providing more personalized and effective solutions informed by a deeper understanding of the customer context.