The conversation revolved around the financial industry's challenges during the pandemic and Santander's strategy focused on customer experience (CX).
Artigues Fiol explained that the Retail Banking division he leads has dual objectives: on one hand, it is heavily product-oriented—such as in credit acquisition—and on the other, it focuses extensively on customer service models. "As an objective not just for our division, but for the bank as a whole, achieving a comprehensive 360-degree view of our customers is a key strategic priority," highlighted Artigues Fiol. This involves present and future engagement, customer loyalty, and customer centricity, in a framework where "we aim to deliver a relationship model where no one says, 'I don't see any difference between being a customer with a 12-year history with the bank and someone walking through the door requesting a product for the first time today.' To drive this customer-centric approach today, we rely heavily on data intelligence—clustering customers and understanding their specific needs and profiles," he added.
Reviewing the main initiatives they have been driving, the Head of Retail Banking noted that "the primary step is connecting with customers through technological solutions. Digital transformation was already progressing in many areas before COVID-19, but the pandemic led us to prioritize and accelerate it significantly. Today, 1 out of every 3 mortgage loans issued by our bank is fully digital—with only two exceptions: when an appraiser visits the customer's property, and when signing before a notary—despite the underlying complexity of the process itself."
Adapting to the Context
Naturally, the pandemic impacted both the business and the area led by Artigues Fiol: "The initial impact brought uncertainty, lockdown measures, and a slowdown in economic activity. Over time, we adapted; for example, in the mortgage product line, recovery was relatively swift. In fact, in recent months, our volumes have returned to levels nearly identical to the previous year. We adapted quickly by reorienting our product positioning to drive customer acquisition—allowing people to refinance debt held at other institutions under better terms, for instance. We also adjusted our market offerings by lowering rates and providing relief on mortgage closing costs (which the bank absorbed). In the investment segment, we promptly shifted focus toward products that offered better yields and protection, ensuring customers didn't feel locked in while maximizing safety based on their risk profiles."
In parallel with these business agility initiatives, Santander Mexico accelerated digital engagement across product onboarding and management (account openings, closures, etc.): "This strategy was already underway in our division," emphasized Artigues Fiol. "However, the situation accelerated, refined, redirected, and reprioritized these efforts in line with market demands."
A Holistic View of the Customer
Santander Mexico's Head of Retail Banking believes that once the pandemic subsides, there will be a necessary return to a degree of normal routine—impacting everyday habits, economic activity, and personal finances—which will reactivate dynamics currently on hold. "Regardless of the pace of recovery," said Artigues Fiol, "I believe we have discovered new ways to communicate and work, many of which are here to stay. For example, new interaction models developed for banking products, service channels, and support will largely remain standard."
Looking forward, Santander Mexico aims to offer products, services, processes, and tools that adapt seamlessly to customer realities. "I say this keeping a broad spectrum of capabilities in mind for the future: from developing new tools that make interactions easier and more frictionless, to offering tailored service models, including face-to-face in-person advisory with all the dedicated time required," Artigues Fiol pointed out.
He concluded: "Ultimately, this is about adapting to individual realities and taking a holistic view of each customer. The idea is that when a person reaches out to our bank, they are not treated merely as an applicant for an auto loan, a bank account, or an investment, but as a unique customer with their own distinct journey."