Latin America is a central part of BBVA’s Radical Client Perspective programme, which makes flawlessness, innovation and global standards in customer experience the first plank of its long-term group strategy.
Launched last year, the programme ramps up customer experience targets and innovation, including around AI, while fundamentally rethinking much of the product suite and delivery of it.
As part of Radical Client Perspective, BBVA rethought products across Latin America to ask ‘what if’ it had to redesign each product from scratch, based entirely on the customer’s view. At the same time, a new Emotional Balance Account programme is leveraging AI to gain real-time and predictive satisfaction scores for all customers.
Another element of the programme is the implementation of Service Level Agreements compromising 12 red lines which, if crossed, trigger escalation to country or global management for redress.
Our goal is to provide every customer with the best possible experience, regardless of the channel they choose
Carlos Roldán
BBVA has also implemented a negative experiences mitigation plan across the region. This includes new monthly audits of global and market-specific pain points. Its businesses in Argentina and Peru both saw double-digit percentage reductions in negative experiences in 2025, with Colombia reducing negative experiences by 8%.
In Mexico, meanwhile, even rivals make no attempt to hide how BBVA is the market benchmark for retail customer experience, with net promoter scores consistently ahead of other large banks.
LatAm-bred innovation
Many of its global initiatives in the Radical Client Perspective also originated in Mexico. The bank launched its new global app, called Futura, in Spain and Mexico first, bringing a digital experience that is more personalised and more orientated to financial health than before.
Especially in countries like Mexico, the arrival of new digital banks has further elevated customer experience as a priority in the industry. But BBVA believes it can do just as well or better than the neobanks in app, while at the same time seamlessly integrating digital with other channels, including by leveraging its branch network – maintaining a fuller and often more specialised service than digital-only rivals.
“Our goal is to provide every customer with the best possible experience, regardless of the channel they choose,” says Carlos Roldán, global head of radical customer perspective, speaking to Euromoney. “We believe that the ability to seamlessly integrate digital and human interactions will be one of the key differentiators in banking in the future, and a significant competitive advantage for BBVA.”
In Mexico last year, BBVA also used generative AI to upgrade its digital assistant, Blue, as part of a growing global partnership with OpenAI. While Blue is not yet the main way of interacting with the bank, it wants to be ready for a time when it could be.
“Our partnership with OpenAI allows us to leap ahead and reposition our offering once again, just like we did in digital banking in the past,” says Roldán. “It’s another way to differentiate ourselves from our competitors.”
