BBVA is now using generative AI to analyze hundreds of thousands of customer conversations across Spain and Mexico, moving beyond traditional satisfaction surveys to build a more complete picture of the customer experience. The bank processes phone calls, chats in its app, and more than 220,000 monthly calls with remote relationship managers in Mexico to identify needs and pain points faster, enabling personalized service while complying with data protection regulations.
From surveys to real-time conversation analysis
For years, BBVA relied on customer surveys like the Net Promoter Score (NPS) to gauge satisfaction. Now, generative AI transcribes and analyzes selected conversations from phone calls and the 'My Conversations' channel in Spain, as well as interactions on the website and mobile app. The technology uncovers customer needs that previously went unnoticed across millions of conversations, identifying friction points in digital journeys and tracking how interactions evolve from the moment an issue arises until it is resolved.
Scale of deployment in Spain and Mexico
In Spain, AI analyzes transcripts of phone calls and app-based conversations to pinpoint the reasons customers contact the bank. In Mexico, the system processes more than 220,000 monthly calls between customers and remote relationship managers, along with approximately 4,000 monthly calls from business customers to service centers. Additionally, between 10,000 and 20,000 NPS surveys are processed daily in Mexico, with AI categorizing comments and identifying drivers of dissatisfaction.
Linking digital behavior to customer pain points
By connecting abandoned transactions in the mobile app with subsequent customer support contacts, the AI can pinpoint the underlying causes of friction. This allows teams to detect problems faster and improve products continuously. The bank also combines AI-derived insights from NPS surveys with digital analytics to identify other customers experiencing the same issues, even if they haven't reported them.
"For years, we've asked our customers what they thought about their experience. Today, we can build a comprehensive view of their interactions with the bank by analyzing hundreds of thousands of conversations, helping us better understand what they need, what concerns them, and where they encounter difficulties. We're entering a new era of customer insight, with the goal of turning that knowledge into richer, more personalized, and more distinctive relationships," said David Arconada, Global Head of Listen & Know Your Customers at BBVA.
Why this matters for customer support
For customer support professionals, BBVA's approach signals a shift in how AI can augment service teams. Instead of relying solely on post-interaction surveys, teams can now surface real-time insights from live conversations. This means faster identification of recurring issues, better understanding of customer needs, and the ability to personalize interactions based on a complete history of touchpoints. The model shows how AI can transform raw conversation data into actionable improvements, reducing friction and increasing satisfaction without adding manual effort.
Your membership also unlocks:
