CaixaBank has announced a large-scale training initiative to enhance customer service for elderly clients. More than 30,000 employees will undergo training as part of the bank’s ongoing efforts to prioritize and improve services for senior citizens.
With a customer base that includes over four million individuals aged 65 and older, CaixaBank has been actively committed to prioritizing senior customers since 2022. This latest initiative aims to further strengthen that commitment by equipping employees with the necessary skills and knowledge to address the specific needs of this demographic.
Comprehensive employee training program
The training program, titled ‘Generación +,’ will launch in March and be tailored to employees based on their roles and responsibilities. It will extend across the entire commercial network, as well as to corporate service departments, including Legal Advisory, Corporate Risk, Compliance, Internal Audit, and Insurance. CaixaBank’s management committee will also participate in the program.
The program consists of three modules. The first two provide a broad overview of demographic trends and key challenges in elder care, emphasizing ethical considerations, legal rights, and proper customer interaction. Gerontology experts, including Dr. Javier Yanguas, PhD in Psychology, have endorsed the content. The third module focuses specifically on priority and personalized attention for senior clients, covering topics such as financial products, care protocols, and CaixaBank’s evolving commitment to elderly customers.
Enhancing accessibility and personalized services
In addition to employee training, CaixaBank has implemented several measures to enhance customer service for seniors. These include priority service at branches, unrestricted access to cashier services, and a dedicated phone line (900 365 065) for senior clients. The bank also offers digital literacy sessions to assist older customers in navigating online banking tools.
With the introduction of its Strategic Plan 2025–2027, CaixaBank plans to further reinforce its senior customer service model. This includes expanding its advisory teams and improving in-branch services to ensure quick and efficient assistance without requiring prior appointments.
