A central pillar of BBVA’s transformation was to bring consistency to its data-driven processes and customer services. As a bank with operations around the world, it needed to provide the same standard of experience to customers everywhere, while simultaneously empowering regional teams to personalise their services for local needs.
“We set out to build a culture of co-creation, connecting our people, knowledge and operations across geographies to develop a best-practice approach and roll it out across channels,” says Macedo.
Adobe Analytics facilitated this collaboration allowing BBVA’s many teams to communicate and share insight using a single global language. Today, every team can capture, interpret and present data on BBVA’s customer experience and marketing performance using a common taxonomy and tagging approach. These insights are then combined and analysed using simple dashboards to drive rapid, informed decision-making.
Adobe Analytics has proven particularly helpful during the COVID-19 pandemic. With access to data on BBVA’s digital sales, mobile app usage, service performance and customer behaviour, the bank’s leadership team has stayed one-step ahead of the many market shifts they have faced since March 2020.
“The fact that we had a consistent global data model in place was a godsend during the pandemic,” says Macedo. “We were able to create rapid reports that consolidated all the vital information our leadership team needed to navigate a challenging time.”