Challenges are not just for young people. The older ones also undertake certain challenges without giving up the support of others. “We are not afraid of facing new challenges, such as the speed of change and the advancement of technology,” say the protagonists of the first installment of Nosotros, the new CaixaBank microprogram in which people of all ages and profiles will share their vital experiences, while assessing the impact that the entity has on the small day-to-day decisions of each one of us.
In its first chapter, Nosotros focuses on seniors, on that 21% of the population in Spain who in 2020 were 65 years of age or older, according to data from the National Institute of Statistics (INE). This is a percentage that has been increasing in recent years, since in 2001 those over 65 represented 16% of the population. A sample with enough weight to take them into account. “It is also important that they think of you and give you a hand, for example, with managers for seniors in the bank’s offices or products designed for us,” they say.
With more than four million customers over the age of 65, CaixaBank is the leading entity in senior customers and has a specific program to reinforce customer service and offer them an adapted service. In fact, CaixaBank was the first bank in Spain to create the figure of a manager specializing in care for the elderly. These are banking professionals with specific training in gerontology and dedicated to offering support based on closeness, trust and quality contact.
In 2023, the entity estimates that it will have two thousand senior managers throughout its network. More than half of them are already operational and serving customers, who can contact them by going to their branch, by direct phone and even by WhatsApp, to make it easier for them. Not surprisingly, CaixaBank is the first entity certified by AENOR as an organization committed to the elderly. The figure of senior managers is just one example of the many initiatives undertaken by CaixaBank.
The entity maintains notebook support for customers over 26 years of age who so wish. In fact, they can request it at their office and it is provided at no additional cost. There is also no additional maintenance fee for its use. And it is that it is very common that, in the network of offices of the entity, the largest in Spain, with more than 3,800 branches throughout the country, every day there are customers who come to update their book.
The frequent use of the passbook among the elderly has meant that the financial institution has completed the installation of the passbook module, for reading and updating, in its entire network of ATMs. In this way, customers can use any point in the entity’s network, made up of more than 12,000 ATMs in Spain, to check their balance and movements with the instrument they prefer: mobile, card and the usual book.
In addition, the service for senior customers at ATMs has been reinforced with the implementation of a simplified menu of operations, CaixaFácil, designed for people less familiar with new technologies. The customer does not have to select anything to activate it: as soon as they enter their passbook or card, the system automatically identifies their preferences and, if applicable, activates the simple menu, which offers the usual operating options with a larger typeface. adapted size and design.
But this is not the only thing that the entity offers in its accompaniment to seniors. CaixaBank organizes digitalization training sessions for its customers to help those who want to be more familiar with it improve their use of ATMs and digital banking. In 2022, he carried out more than 3,000 sessions of this type, with an excellent evaluation by the attendees. More than 15,000 people signed up for one of these formations.
In parallel, the offices with a cash desk offer the possibility of over-the-counter service. CaixaBank has strengthened this service especially for seniors, and has increased the number of times they can carry out operations over the counter without any added cost, from four to five times a month. In addition, since March 2022, there is no time limit of any kind: as long as the branch is open, customers can go to it.
In this new space owned by CaixaBank, around one hundred people, in a broad and representative sample of our society, of all profiles and of all ages, will be able to express themselves, get excited and claim. Throughout six chapters, young people, adults, families, entrepreneurs, people motivated to learn and those who also believe in the value of sustainability will be the first-person protagonists of these stories.
Nosotros reaffirms CaixaBank’s commitment to be close to people and to society as a whole, and to be part of their lives, their reality and their needs. And to support people in everything that matters to them and help them with their financial needs. Within the framework of the new claim launched by CaixaBank You and I, We, the entity seeks to reflect the needs, priorities, situations and, ultimately, everything that matters to the diverse public to which the entity is directed. Because being closer to people makes it easier for them to achieve everything they set out to do.
