Business challenge

With the expansion of its digital clientele, CaixaBank looked to unify its contact center into a single technology platform to improve the customer experience across all channels. 


CaixaBank initiated an organization-wide transformation, focused on creating a streamlined omnichannel support environment with a single telephony and CRM platform on Salesforce.


50+ service phone numbers

condensed to 1 number


in the number of clicks for agents

IBM Watson Responds to over 1 million

inquires each month

Business challenge story

Creating reliable and accessible digital channels

Banking is an industry built on customer trust. For CaixaBank, the leading financial group in retail banking in Spain, creating reliable and accessible digital channels for customers is a critical part of delivering a high standard of trust and compliance. As its customer base grows, the bank saw a large increase in support requests, and needed to build a system that could effectively scale and route inquiries.

Prior to the project, CaixaBank had over ten teams managing various parts of its contact center services, and over 50 different customer support phone numbers. It knew that finding a way to unifying their systems on a single platform would enhance both the customer and agent experience. 

Technology is full of trends but it’s important to focus essential tools to help both customers and employees

Pere Nebot, CIO

Transformation Story

Improving user experience for customers and agents

CaixaBank first chose Salesforce as their new platform of choice due to Salesforce's high potential to scale and innovate, and multi-cloud approach that extends beyond the contact center. Building off its prior work with IBM Watson, Bluewolf was the natural partner to work on this transformation for both their Salesforce and IBM expertise.

User experience was an important building block for CaixaBank's digital strategy. The transformation needed to accomplish three things: efficiently manage the contact center, unify customer service channels, and unify their technology platform - all with a focus on improving user experience for customers and agents.

Results story

Provides employees with the right tools and information

Through the Salesforce platform, CaixaBank now provides employees with the right tools and information to make the best recommendations and build customer relationships. They incorporated AI, including IBM Watson agent-facing chatbots to offset basic inquiries, escalate to live agents when appropriate, and surface answers during customer interaction to reduce case time to resolution. To improve back office productivity, automated workflow processes create consistent customer service journeys while reducing redundant workload for agents. For more straightforward requests, IBM Watson and machine learning with natural language processing enables their support channels to provide nearly one million answers each month. 

business logo


CaixaBank is the leading financial group in retail banking in Spain and one of the most important in Portugal. It has 15.6 million customers and the largest branch network in Spain and Portugal.

Technology and digitisation are key in the bank's business model, resulting in CaixaBank's leadership in digital customers portfolio (6.3 million), the largest in Spain. In addition, CaixaBank has developed projects that have marked technological turning points in the sector, such as the creation of the first cash machines that allow customers to perform operations through facial recognition and without having to enter their PIN; a project chosen as one of the “Tech Project of the Year” at the Tech Project Awards by the British magazine The Banker.

Thanks to its digital transformation strategy, CaixaBank has become one of the highest-rated banks in the world based on the quality of its digital products and services. In 2019, the company was recognized as the “Most Innovative Bank in Western Europe” by the US magazine Global Finance. Moreover, it has been named as the world's "Best Private Bank for client digital communication" at the Wealth Tech Awards by PWM magazine (Financial Times Group)

Solution Components

  • GBS - DSI - iX: Salesforce: Bluewolf
  • GBS - DSI - iX: Salesforce: Smarter Customer Service
  • Watson Assistant

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