Digital transformation is marking a before and after in the way companies and customers connect, eliminating physical barriers and optimizing the user experience in practically all sectors. Banking is one of the areas that has accelerated its digitalization the most, adopting a wide variety of strategies to offer a integrated and flexible user experience.
Nowadays, all banking entities have an app and website through which the client can carry out the vast majority of their operations. Its use is so common and routine that Spain leads the use of mobile banking among the countries of the European Union. According to the report of the European Central Bank (ECB) Consumer payment preferences and banking digitalization in the euro area65% of customers use these applications in Spain. A fact that reflects the great need that banking has to adapt to customer needs by focusing on the user experience.
Multichannel experience and personalization
This is precisely the path in which he is immersed. Santander Bank for several years with the aim of consolidating itself as the best open platform financial services digital. To this end, the entity offers its clients a multichannel experience, in which the vast majority of products and services are available in all channels, physical and digital. The client can start an operation in one channel and continue in any other, thus having flexibility that allows saving time and adapting to different circumstances.
The technology put at the service of improving the customer experience is reflected in the growing use of digital channels. In retail banking, more than 75% of customers use the website or the APP for procedures related to savings products, investment products, credits, cards, or bill payments. This same percentage is reached in commercial banking, which provides services to the self-employed, SMEs, companies and institutions, for the management of investment products, cash management, trade finance and treasury.
Individual clients and companies have the possibility of making the onboarding and open an account in Santander Spain completely digitally and automated and have a single multi-channel signature to access all their operations. Multichannel also extends to customer service, with the aim that the user has the security of receiving the information and assistance they need both in the office and on the website, the app or by telephone.
Besides, the implementation of Artificial Intelligence (AI) has allowed the development of assistance to have a substantial improvement with the implementation of chatbotan interface that allows answer the questions raised by clients through tools such as video tellers —video banking to serve customers remotely—, among others.
Another advantage that digitalization offers is the possibility of personalizing the experience offered to the user. In this way, the client can adapt the app to their liking, giving priority to the services that interest them most. In the case of companies, they also have payment and cash collection services, as well as cash management in the cloud. For foreign trade, Santander’s digital channels offer them the possibility of creating and modifying bank guarantees, managing documents or making payments in local currency in all the countries in which the entity operates.
Furthermore, Santander has renewed the website dedicated to factoring and foreign trade and has created a new portal in which companies can manage their POS in a completely digital way. In Santander Boutique, where companies of any size can make their product and service offerings, segmentation has been improved to help companies reach their target customers.
Digital Excellence Awards
The quality of the digital services that Santander offers to individuals and companies in Spain has been recognized with numerous awards during this last year alone. Last May, Qorus awarded the Monthly Innovation award to Santander for the MBest Digital Platform for Companies of Europe. In October, it was Global Finance that granted this same award to the bank’s digital channels for businesses. At the same time, he awarded him as Best Bank for Companies and Institutions andn Spain and how Most Innovative Bank in the World. In turn, the app retail del Santander has been recognized by Global Finance with the award Best App for Individuals in Spain.
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