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BANKIA LISTENS TO ITS CUSTOMERS’ NEEDS AND THE TRENDS IN CUSTOMER DEMANDS, SO AS TO PRESENT RELEVANT VALUE PROPOSITIONS.

Brands only have a place in society if society’s members so decide. That is why it is crucial to discover the reason why people choose the Bankia brand. They will do so based on their experience with the bank and the Bank’s ability to connect emotionally with consumers.

Bankia realises that for that to happen, it must present customers with a value proposition that is relevant to them and motivates them to act. To discover what is relevant, and because it is in the bank’s DNA, Bankia listens to customers’ needs and the trends they follow and asks itself how it can help satisfy those needs.

“MAKING THINGS EASY” AS A MOTTO

One of the things customers want is for banking to be easy, to have an account manager who explains things in simple terms and to be able to find the information they need, perform transactions and get answers to their questions about products and services quickly and easily.

For that purpose the bank has created ‘Bankia Fácil’, a programme that pulls together all the digital and analog solutions that quickly and simply meet customers’ most common needs: withdrawing cash without a card, access to an account manager in a secure channel, always knowing what financing is available or cancelling a product if they are not happy with it.

One of the bank’s fundamental goals is to bring the principle of making things easy to bear on the world of payments. Consumers are no longer afraid of shopping online and, although it can be convenient to shop in local stores, we can find everything we want on the Web.

Technology has become a basic necessity and we increasingly use our smartphones to browse the internet and make purchases. For that reason, last year Bankia reached an agreement with the main digital partners to enable all the bank’s customers, whatever the platform they use (Apple, Samsung, Paypal, Google or Bizum), to make payments from their devices. Hence the ‘No uses dinero’ campaign, because paying with Bankia is easy and safe.

Improvement in the bank's Overall Score
Weeks 1 to 52 (January–December)

Source: GFK
*Weeks 9 to 52

FIRST DOG-FRIENDLY BANK

Another tendency observed in society is that pets, particularly dogs, have become a very important part of many households, with 40% of households having a dog. Aware of the close ties between owners and pets, Bankia has become the first dog-friendly financial institution: dogs are welcome in Bankia branches.

This initiative, together with sponsorship of Perrotón (the biggest urban race with dogs) and the collaboration with Pipper (the travelling dog who recommends places for people who travel with pets), has started to create a space in which Bankia is positioning itself so as to connect with a large part of its audience, showing sensitivity on matters that are crucial to them.

At Bankia we believe we are on the right track and that the work we have done is bearing fruit, as the results of the main brand health indicators show. We shall therefore stick to our principles of proximity, transparency and accessibility during 2019.

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Highlights 2018

Bankia is the first bank to offer its customers all the available digital payment platforms in the market

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Bankia, the first 'dog friendly' bank in Spain

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1.7. Brand (PDF 0,45 MB)

Informe Anual 2018 (PDF 15,23 MB)

Índice de contenidos GRI (PDF 0,18 MB)

Informe de revisión externa (PDF 1,28 MB)

Historical annual reports(Acces key )

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