BBVA
BBVA | Modernization of the Customer Feedback Management System
BBVA sought to modernize its customer feedback management process and centralize case management on a single platform. We implemented a solution that streamlined operations, improved information availability, and simplified compliance with regulatory requirements.
- Industry
- Capabilities
- Regions
- 🇦🇷 Argentina
- Published
- July 2026
The Company
Founded in 1857, BBVA is one of the world’s leading financial institutions, operating in more than 25 countries and serving millions of customers across Europe, the Americas, and Asia. The bank provides a broad portfolio of retail, corporate, wealth management, and digital banking services, supported by a strong commitment to innovation and technology. With digital transformation at the core of its strategy, BBVA continuously invests in modernizing its digital platforms, evolving customer channels, and expanding data- and AI-driven capabilities to deliver faster, more personalized, and secure financial services.
The Challenge
BBVA launched the migration of its case management system to Salesforce CRM to modernize its technology platform and centralize processes within a single solution. The challenge was to provide a more agile experience for internal teams, optimize case management and resolution, and ensure the generation of reports required by the Central Bank of the Argentine Republic (BCRA).
The Solution
We assembled a multidisciplinary team of 12 specialists to support the migration of the system to Salesforce. After analyzing data and business processes across multiple areas of the bank, we validated operational workflows, designed an API-based integration architecture, and executed an incremental migration using the Ether platform.
Working closely with BBVA teams and other technology partners, we delivered the planned MVPs progressively, ensuring a controlled transition with minimal impact on day-to-day operations.
Benefits
- A faster, more intuitive user experience for case management.
- Greater efficiency in handling and resolving customer requests.
- Automated regulatory reporting with the ability to add new reports as needed.
- Centralized, readily available information to support business processes.
- A reusable knowledge base that supports operational continuity.