A people-centric customer experience transformation

BAC is an organization with over 70 years of experience offering financial products and services to 4.9 million customers, served by over 20,000 employees throughout Central America. BAC strives to become a Net Positive bank, thus not only maximizing economic value but also creating environmental and social value.

In this context, BAC is constantly seeking innovation to create differentiated experiences for its customers through service channels. To achieve this, it has relied on cutting-edge Genesys Cloud technology, adopting customer relationship management tools that promote digitization through channels such as video calls and bots.

Moving toward a life-centered experience

For several years, customer-centricity has been the bank’s primary focus — it has placed the customer at the center of everything it does. Its pursuit of excellence has led to a “life-centered” approach, aspiring to be present in the most important moments of its clients’ lives and to facilitate management for the bank’s employees.

“Customer experience is very important to BAC, but we don’t stop there,” said Cinthya Moreno Gómez, Service Channels Corporate Director at BAC. “We are life-centered and understand that both our customers and BAC employees are unique, and we must add significant value to their lives.”

This has been a mission the bank has worked on over the years with some challenges along the way: on-premises infrastructure, disconnected service teams and a high degree of manual work in operational tasks in its contact centers, among others.

Seeking to address these challenges and always aiming to be at the forefront, BAC found that Genesys Cloud provided stability, reliability and a secure cloud environment for the bank’s critical operations.

Greater efficiency with digital channels

Additionally, the use of bots integrated with CRM systems allowed for better customer identification and segmentation, improving service efficiency and reducing its call center volume. The transformation also benefited employees by streamlining processes, enhancing operational efficiency and providing real-time customer insights for more personalized service.

The results speak for themselves. In 2023 alone, BAC successfully conducted over 143,000 video calls across Guatemala, Honduras, El Salvador, Nicaragua, Costa Rica and Panama, achieving an average effectiveness rate of 80%. Specifically, in Costa Rica, video calling boasted an average Net Promoter Score (NPS) of 79 and a first-call resolution (FCR) rate of 85%. Additionally, more than 6,000 products were placed through these calls, with an average closing rate of 11%.

The future

BAC envisions a landscape where the customer is at the heart of the entire operation, regardless of the contact channel they use. The key is to understand their needs and deliver exceptional service. BAC is confident that partnering with Genesys and implementing artificial intelligence tools will help them fulfill its vision.

“Looking ahead with Genesys, our goal is to use new technologies to make interactions seamless,” said Gómez. “The priority is for conversations and interactions with customers to be meaningful both in the voice and digital channels. With the support of platforms like Genesys [Cloud], we have the ability to create relevant and effortless experiences.”