CaixaBank trains to better accompany Seniors

The Spanish bank CaixaBank recently formalized its new strategic and affinity ambition to better meet the needs of its Seniors clientele. For this, it will rely in particular on the training of its employees on a large scale and on an increasingly personalized approach to customer relations. It thus seeks to capitalize on a generalization of its qualitative efforts.

FACTS

• CaixaBank has said that it will train more than 30,000 of its employees to help them better support senior bank clients.

• Specific training modules will therefore be offered to the various teams to raise awareness and train the bank's employees at several levels, depending on their role and position within CaixaBank (from the sales network to management).

• Caixa's objective is to ensure that all its employees benefit from consolidated knowledge on the subject of the support of the Seniors in order to finally better meet their specific needs.

• Senior managers of the Bank will be the first to receive this new "Generation+" affinity training program. Divided into 3 modules, the program will initially seek to provide generic information on this category of clients and their care needs. It will then allow us to explore affinitarian financial products.

• CaixaBank points out that the content of its training is approved by experts in gerontology.

ISSUES

• Ensuring the quality of its action : CaixaBank estimates that there are nearly four million customers over the age of 65. This coverage of the market is therefore a major responsibility and a fundamental issue in the qualitative management of its customer relationship.

• Strengthening its affinity strategy CaixaBank is long committed to better meeting the specific needs of Seniors. Its ambition to train its staff today is thus punctuating other initiatives, notably in the form of the deployment of its training system.mobile agencies (who serve 70% of clients over the age of 70) Decision in March 2024 to ensure the loss of autonomy caused by neurodegenerative diseases.

PERSPECTIVE

• The deployment of affinity strategies is obviously not a novelty in financial services. Several actors have similar ambitions to improve the management of their relationships with their clients by capitalising on a strengthened service tailored to the needs of each target. And age is obviously one of the key factors in customer categorization.

• Financial Education Week, supported by the Ministry of Economy and Finance, takes place for the thirteenth year in France between 17 and 21 March. It has, of course, prompted several actors to present their affinity initiative to the Young people.

• And for the Seniors, besides CaixaBank, other actors are also mobilizing and even making it for some their full-fledged specialization, such as the New Bank Charlie In the United States, for example.

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