The digitalisation of society is already a reality, creating new opportunities for people to progress, but it also deepens the intergenerational gap. The boom in online life -from shopping to banking- comes at the unwanted cost of excluding a large percentage of the population, especially the elderly, who do not have the skills or resources needed to adapt to the age of technology.
Banking is one of the sectors that has stepped forward to tackle the exclusion of the elderly, who represent 20% of the population and have contributed over the last forty years to the economic development of our country. This strategic priority materialised for the first time in 2021, with the signing by the banking associations of the 'Strategic Protocol to reinforce the social and sustainable commitment of the banking sector'. This document was followed in February 2022 by the 'Ten principles for personalised service for the elderly', a set of measures that outlined a roadmap for banks to follow to improve face-to-face service and promote the training of senior customers in digital channels.
The financial sector's efforts have been reflected in the satisfaction of senior customers, who have already noticed improvements in customer service since the signing of the ten principles. The results of the survey conducted by the research consultancy firm Inmark place satisfaction percentages at 81% in the case of the personal manager, at 75% for digital channels and at 72% when it comes to the physical branch. In addition, the study reveals that 90% of respondents can successfully complete a transaction initiated via the internet or mobile phone.
To attain these figures, banking institutions have embarked on the implementation of financial inclusion initiatives aimed not only at improving customer service, but also at promoting financial education to train senior customers in the use of digital banking, with the aim of boosting their independence and autonomy. Among the most significant advances, 91% of ATMs and digital channels have been adapted to the usability requirements of this group and 81% of branches now operate extended opening hours for face-to-face service, a measure that has benefited more than 6.3 million people. At the same time, nearly 70,000 employees have received training to offer personalised service to senior customers. In addition, in line with their commitment towards financial and digital literacy, credit institutions have launched training programmes in finance, technology and cybersecurity for those over 65, an initiative that has already been taken up by more than 245,000 customers.
The banking sector's work in favour of financial inclusion is not possible without a firm commitment to active listening and continuous dialogue with associations and representatives of the elderly, with the aim of addressing their concerns and responding quickly and promptly to their demands.
Today we celebrate the European Day of Solidarity and Cooperation between Generations, an occasion that highlights our commitment as a society to the elderly in the face of rapid technological change. Remaining world leaders in digitalisation while reinforcing personalised service to the elderly through in-person channels is at the heart of the banking industry's action plans. But moving forward as prosperous and inclusive digital societies requires going beyond ambitious sectoral plans. The challenge is enormous, and addressing it successfully will only be possible if we foster the collaboration of public and private entities while raising awareness in civil society that, in order to grow in the digital era and build the foundations of a digitalisation in which we all have a place, the key is to work together.
