Customer focus


Customer focus:
being the best bank for quality
and reputation

Strategic objectives

To foster the customer experience and improve satisfaction and recommendation levels.

To consolidate CaixaBank’s reputation as the standard-bearer for responsible and socially-committed banking.

To be a benchmark for corporate governance.

2017 milestones

Service quality indicators fared extremely well in the year across all business segments. This will enable the bank to reach the strategic objectives initially envisioned for 2018. The bank is working on new surveys measurements and areas for improvement in the key moments in the experience of customers and employees alike, so as to continue strengthening levels of quality and recommendations.

It was named best bank in Spain by Euromoney and Global Finance and has succesfully renewed its presence on the indices featuring the world’s most demanding banks when it comes to the responsible management of their financial business, including the Dow Jones Sustainability Index World and Europe, the FTSE4Good and the CDP index. The bank is also developing a socially responsible banking master plan, which will include social welfare and environmental initiatives and foster financial inclusion and education.

When it comes to controlling conduct risk, the bank is strengthening its control and compliance culture through communication and awareness plans targeting the entire organisation, together with training course that focus on the code of ethics, the anti-corruption policy, the internal code of conduct and anti-money laundering. It has also enhanced its key know-your-customer (KYC) and cash management processes.

Meanwhile, the bank continued to improve its corporate governance in the last year, by increasing the number of independent directors, who now account for 50% of total members, appointing a Lead Director from amongst the independent directors and commissioning an external assessment of the Board.

Priorities for 2018

Completing the roll-out of the customer and employee experience methodology, identifying key moments in their experience and launching new surveys and measurements to flag areas for improvement and ensure their swift implementation.

Ensuring compliance with the most demanding corporate social responsibility and corporate governance standards.

Raising awareness in the organisation of conduct risks and enhancing the control and compliance culture.


Internal customer satisfaction index
Scale of 0 to 10
Internal Net Promoter Score (NPS)*
As a percentage
*Difference between the percentage of customers who would
recommend the entity compared to detractors.
Volume of microcredits granted
In million €

A trustworthy bank

CaixaBank is committed to offering a high quality service, based on proximity and responsible action, contributing to sustainable economic and social development in the areas where it is active. With this objective in mind, it is working to be the leading bank for service, customer trust and socially responsible banking.

Convenient banking

CaixaBank has the largest commercial network in the country, with the most branches (4,874) and the most extensive ATM network (9,427). This scale and reach enables it to offer convenient and high-quality service, with branches that act as advice centres and digital channels that facilitate flexibility and adaptation to emerging customer needs.


CaixaBank believes proximity is one of the foundations of better and more effective service:

It has a presence in every Spanish town with more than 10,000 inhabitants, and 94% of those with more than 5,000, demonstrating its unparalleled commitment to its customers.

It has 161 Store branches, with a new and more technological branch model that is, at the same time, also more personal, accessible and convenient, extending opening hours to 18:30 from Monday to Thursday.

The extensive reach of the network facilitates commercial effectiveness, in a country where 43.2% of customers rate proximity as the main factor in choosing a bank.1

1. Source: FRS Inmark 2017. The second most important factor is quality of service, for 21,1% of custumers.


CaixaBank has the most digital customers in the country, complementing its model of personalised advice with a firm commitment to digitalisation:

It is the leader in adopting mobile solutions, with a large number of mobile terminals for its commercial team, enabling them to serve customers outside the branch.

The adoption of technological solutions – such as data pool – enables the bank to offer tailored service through better knowledge of the customer.


CaixaBank facilitates access to its products and services for as many people as possible:

It has a broad range of products and services, differentiated for each type of market segment.

Through MicroBank, the social bank specialising in micro-finance.

Through the elimination of physical and sensory barriers.

Huge commercial network
Branches in Spain
(4,681 retail branches)

Presence in
cities with more
than 10,000 residents

Employees with
mobile devices

Of offices


AA rating for internet
accessibility under the Web
Accessibility Initiative

CaixaBank has the largest branch network in the country and is the only entity present in 203 towns
2017 Socio-economical Impact Report HomeBanking MicroBank Accessibility

The customer experience

As part of the continuous improvement that characterises CaixaBank, the traditional service model is evolving towards generating unique and memorable customer experiences: this is what we call having a customer-centric approach. This customer-centric approach enables CaixaBank to offer the highest quality, and to deliver the best customer experience.

Customer centric, a comprehensive challenge
1. Active listening to customers and employees
Focus groups, interviews and surveys
Customer experience

Customer focus: listening to customer needs and adapting to these.

Knowing the customer better: This is the starting point for transformation of the “Moments of truth” that are important to the customer, when they want CaixaBank by their side, transforming negative experiences and reinforcing positive ones.

Employee experience

Focusing on the employee and their relationship with the customer: listening to what employees need to deliver the best customer experience.

Identifying internal areas for improvement: optimising internal services through analysis of objective indicators (times, resolution percentages, etc.).

2. Diagnostics, measurement and follow-up
Customer Satisfaction Index (CSI)

In-house indicator of perceived service quality.

NPS (Net Promoter Score) recommendation index

Measures the percentage recommendation of CaixaBank by its customers.

CaixaBank Service Quality Index (ICS)

In-house indicator of quality perceived by branch employees.

3. Improving the experience
Identifying mechanisms to improve and transform our services
to offer the best customer experience and achieve service excellence
Customer Satisfaction Index (CSI) for business
Scale of 0 to 10

Customer journey

CaixaBank prepares a graphic representation of the customer journey to facilitate monitoring and improve the moments when it is in contact with its customers. The chart shows some of the critical moments in the customer experience for all of our businesses:

Moment of Truth (MoT): a very important contact from the customer’s perspective.

Moment of Pain (MoP): an interaction that could result in us losing the customer if it is not resolved satisfactorily.

In 2017, CaixaBank worked on transforming the Moments of Truth and Pain in the customer relationship based on the information collected about these moments, to improve the customer experience.

The Customer journey in retail branches

Customer service

Our relationship with our customers and management and thorough analysis of their complaints, enables us to identify opportunities to improve our products and services. In 2017, CaixaBank further consolidated the new model for managing customer requests and complaints that it implemented in 2016. The objectives of this model are to enhance customer trust, anticipate dissatisfaction and meet the requirements of supervisors.

This model and the active management of the standard channels for contact made available to customers enable us to focus on improving customer satisfaction.

CaixaBank’s Customer Service Office (SAC) is responsible for handling and resolving customer complaints and claims. This office has no connection with our commercial services. It performs its duties based on its independent judgement, applying customer protection regulations, regulatory requirements and best banking practises.

The work of the SAC is complemented by the Customer Service team (AC), which administers customer queries and requests, and complaints involving service quality and reputational aspects affecting the corporation.

Continuing our customer-centric model, we worked to foster a culture of prevention in 2017. One major development in the year was an initiative offering comprehensive support for the management of customers showing early signs of discontent with the Bank. This has been rolled out in more than half of the branch network. It involves working with the branch network to identify situations that might affect customer satisfaction, so that we can rectify perceptions, eradicating potentially damaging issues. The preventive service will be rolled out definitively across all of our territory in 2018, and we will continue developing other strategic initiatives to prevent and anticipate needs.

A certified management and service model

EFQM European Seal of Excellence for its management model

In 2016, CaixaBank renewed its EFQM (European Foundation for Quality Management) seal, which recognises continuous improvement in the management of the business. The bank scored 650 points in its external assessment, putting its management amongst the best in the country. This will be renewed again in 2018.

AENOR certification for specialist businesses

CaixaBank has renewed its AENOR Conform Excellence certification for financial customer service and attention in Europe in company banking (Companies, International and Foreign Trade), which recognises its excellent customer service and management. The certification for individual customers will be renewed in 2018.

2017 Consolidated Financial Statements, management report and audit report EFQM Seal of Excellency Costumer Service

Socially responsible banking

CaixaBank works to promote its model of socially responsible banking, based on a firm commitment to all of its stakeholders and the adoption of best practices in this regard. It also contributes to resolving the most urgent economic, social and environmental challenges.

New Socially Responsible Banking Master Plan

A plan with 5 priority lines of action

• Inspired by our corporate values: quality, trust and social commitment

• Prepared with social, environmental and governance criteria

• Responds to the global challenges facing society

• Incorporates best practices recommended by the regulator

• Continuously re ects the concerns of our stakeholders

Plan which meets ESG criteria
(EnvironmentalSociallyGovernance )



Reinforce ethical action and ensure exemplary conduct that enhances the trust of customers, shareholders and society in general



Incorporate the best corporate governance practices and reinforce responsible policies and the management of reputational risk



Share in the fight against climate change by managing climate risk, gradually integrating environmental criteria into the portfolio and reducing the carbon footprint


Financial inclusion

Offer a bank for all, which is close and accessible, and fosters inclusion and a nancial culture, and contributes to answering the most important social concerns



Promote and channel charitable and philanthropic action among staff and customers through programmes and activities to improve welfare and bolster the bank's commitment to society


CaixaBank approved a Human Rights Policy in 2017, supplementing its Code of Business Conduct and Ethics, CSR Policy, Anti-Corruption Policy and Defence Sector Policy.


In 2017, CaixaBank created an internal channel for questions and operations that might result in breaches of its corporate responsibility policy, and therefore reputational risk.

Commitment to sustainability initiatives

CaixaBank is involved in numerous domestic and international sustainability initiatives, such as the Equator Principles and the Spanish Group for Green Growth. It has also held the presidency of the Spanish Network of the United Nations Global Compact since 2012.

In addition, VidaCaixa, the bank’s pension plan and insurance manager, and CaixaBank Asset Management, the bank’s mutual fund manager, are signatories to the United Nations Principles for Responsible Investment.

CaixaBank is part of the main international sustainability indexes (such as the DJSI and the FTSE4Good)

CaixaBank collaboration with the Welfare Projects of the ”la Caixa” Banking Foundation

The “la Caixa” Banking Foundation is the largest foundation in Spain and one of the biggest foundations in Europe, with a budget for its Welfare Projects of €520 million in 2018. CaixaBank collaborates actively in fostering and implementing its programmes through a strategic alliance.

€44.4 million channelled through CaixaBank branches for local social projects.

More than 30,000 jobs facilitated for vulnerable people through the Incorpora programme, working with more than 10,800 companies throughout Spain.

More than 10,000 participants (including over 5,500 active CaixaBank Group employees) in the ”la Caixa” Volunteers Association, with more than 1.2 million beneficiaries since launch.

More than 2.9 million children vaccinated through the “la Caixa” Banking Foundation’s contribution to the GAVI Alliance.

CaixaBank is contributing to achieving the United Nations Sustainable Development Goals through this Alliance, its own activities and other collaborations.

Promotion of long-term savings and financial education

CaixaBank manages 26.4% of Spaniards’ savings insurance and 23.5% of their pension plans.

220 CaixaBankFuturo events on retirement planning, attracting some 8,600 people.

227 financial education workshops for vulnerable groups, attracting more than 3,250 people.

18 training courses in economics and markets for 1,150 retail shareholders.

Contribution to the most urgent social needs

MicroBank, the leading social bank specialising in micro-finance in Europe.

CaixaBank has provided assistance to more than 600,000 families with mortgages and financial difficulties since 2009. It runs a Mortgage Customer Advisory Service, with a free telephone helpline.

The largest volume of social housing in Spain, in collaboration with the ”la Caixa” Banking Foundation, with more than 32,000 flats with rents below market levels.

Some 14,000 employees have taken part in the bank’s Social Weeks (44% of the branch network workforce and 78.6% of the international network), with local volunteering activities.

Participation in the fight against climate change

€6.70 million in ecoFinancación funding, with 648 operations.

3,189 MW in installed capacity in the 19 renewable energy projects financed during the year.

Plan to be carbon neutral in 2018.

Signatory to RE100, a global initiative involving companies committed to consuming 100% of their energy from renewable sources.

Included on the CDP’s “Climate A list” index of global leaders in the fight against climate change, for the fourth consecutive year.

Further information at:
Analysts and sustainability ratings Corporate Social Responsibility Policy CaixaBank Chair of Corporate Social Responsability Grupo Español de Crecimiento Verde (in Spanish) UN Global Compact UN Principles for responsible investment CaixaBank Asset Management (in Spanish) 2017 Socio-economical Impact Report “la Caixa” Banking Foundation Internal protocol governing relations with “la Caixa” Foundation, CriteriaCaixa and CaixaBank Corporate Responsibility Volunteering Microdonation Programme (in Spanish) CaixaBank Futuro (in Spanish) MicroBank GAVI, the Vaccine Alliance CaixaResearch RE100 VidaCaixa CDP