Banco Santander turned to Mormedi for help to analyze the customer experience in its new headquarters in Madrid. We should be able to detect the things incoherent with their brand image and the values that the bank wanted to transmit: simple, personal and fair.
The main challenge was to define what should be the ideal model of attention at the main office of the financial institution for each customer segment, from the select to the casual visitor. It was necessary to achieve an adequate balance between personalized service and self-service; customers more accustomed to receive near, close service, should be educated in the use of online banking through the implementation of the most innovative technological tools.
Previous branch insights
We envisioned customer experience through a 3D purpose-built office model. We carried out 11 focus groups with 50 people, including customers and employees to detect critical points and advantages of the new offices, and finally, we put into practice through four customer journeys the ideal customer experience in the new main offices from four different approaches: technological, spatial, protocols and processes.
Likewise, we defined precisely the roles of employees to ensure that their participation was aligned with the bank’s objectives, so that they will cooperate with the proper functioning of the new office.
We created a new customer experience that modernized the image of the Banco Santander offices thanks to the implementation of innovative technology and strategic design of new models of service and sales tools. Thanks to the new dynamics of customer service, employees unloaded a significant deal of work so that they could focus on commercial activities and, thus, achieve their goals and progress in the company.
We created a new customer experience that modernized the image of the Banco Santander offices thanks to the implementation of innovative technology and strategic design of new models of service and sales tools.
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