BBVA Uses Generative AI to Measure Customer Experience Beyond Traditional Surveys

BBVA Uses Generative AI to Measure Customer Experience Beyond Traditional Surveys

(IN BRIEF) BBVA is using generative AI to analyse hundreds of thousands of real customer interactions, moving beyond traditional satisfaction surveys to gain a fuller view of customer experience. The bank is applying the technology in Spain across phone calls and chats through its app, and in Mexico across more than 220,000 monthly calls between customers and remote relationship managers. The AI tools help BBVA identify customer needs, concerns, digital friction points and causes of dissatisfaction more quickly. The bank is also using AI to enrich Net Promoter Score survey insights, processing between 10,000 and 20,000 daily NPS surveys in Mexico by categorising comments and linking them with digital behaviour. The insights support relationship managers with automated summaries before customer conversations and are also being used to improve internal processes, including regulatory checks for wealth managers in Mexico. BBVA’s next goal is to develop models that can detect relevant customer situations almost in real time.

(PRESS RELEASE) BILBAO, 15-Jul-2026 — /EuropaWire/ — BBVA is expanding the way it measures customer experience by using generative artificial intelligence to analyse large volumes of real customer interactions, moving beyond traditional satisfaction surveys alone.

The bank is applying AI to selected customer conversations in Spain, including phone calls and chats between customers and relationship managers through BBVA’s app. In Mexico, the technology is also being used to analyse more than 220,000 monthly calls between customers and remote relationship managers, as well as around 4,000 monthly calls from business customers to customer service centres.

The aim is to identify customer needs, concerns and friction points more quickly and accurately, helping BBVA provide more personalised and effective service. The bank said these capabilities are being deployed in compliance with applicable data protection regulations.

BBVA is developing new AI-generated customer experience metrics that combine information from multiple touchpoints, including phone conversations, complaints, website activity and mobile app interactions. This allows the bank to turn information that was previously difficult to analyse at scale into a more complete picture of each customer’s experience.

The approach complements existing satisfaction measurements such as the Net Promoter Score by analysing what customers actually experience during their interactions with the bank.

In Spain, BBVA uses generative AI to analyse transcripts of phone calls and conversations through its “My Conversations” channel. This helps the bank identify the specific reasons customers contact BBVA and better understand how their needs evolve.

The technology also helps uncover customer needs that may previously have gone unnoticed across millions of interactions. By linking abandoned transactions in the mobile app with later contacts to customer support, AI can help identify the root causes of digital friction and generate insights to improve the online and mobile banking experience.

David Arconada, Global Head of Listen & Know Your Customers at BBVA, said the bank is entering a new phase in understanding customer relationships.

“For years, we’ve asked our customers what they thought about their experience,” said Arconada. “Today, we can build a comprehensive view of their interactions with the bank by analysing hundreds of thousands of conversations, helping us better understand what they need, what concerns them, and where they encounter difficulties.”

He added that the goal is to turn this deeper understanding into richer, more personalised and more distinctive customer relationships.

BBVA is also using generative AI to strengthen the insights it obtains from Net Promoter Score surveys. In Mexico, the bank processes between 10,000 and 20,000 NPS surveys every day. Instead of focusing only on numerical scores, AI categorises customer comments, identifies the main reasons for dissatisfaction and combines those findings with information from digital channels.

For example, if one customer reports difficulty using the mobile app, digital analytics can help identify other customers experiencing the same issue. This allows teams to detect problems faster and continuously improve products and services.

The insights are also intended to support relationship managers. Before speaking with a customer, they can access an automatically generated summary that provides context on the customer’s recent experiences with the bank. This helps them understand the reason for the contact, the customer’s recent journey and the broader relationship history, enabling more personalised service and more efficient resolution of questions or problems.

Beyond customer service improvements, BBVA is also using these AI capabilities to enhance internal processes. In Mexico, the bank has started using AI to automatically verify whether wealth managers comply with mandatory regulatory requirements during certain investment transactions. Previously, this work depended on manual reviews of a limited sample of conversations. The new approach allows the process to be carried out at a much larger scale.

BBVA said the next step is to develop models capable of identifying relevant customer situations almost in real time. The longer-term objective is to detect certain customer needs or issues faster and provide responses that are more personalised, timely and informed by the full customer context.

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SOURCE: BBVA