Banco Macro x Qualtrics

In Argentina, where economic conditions can shift within weeks, Banco Macro treats customer experience as more than differentiation — it's protection. "We don't just sell financial products," says Cecilia Gargiulo, Head of Vision 360. "We sell certainty and trust. When your context is volatile, customer experience stops being a nice-to-have — it becomes the only real shield against the loss of trust." Living up to that meant reversing how the bank operated: designing the experience first and letting products follow, not the other way around. It also meant breaking an old habit of keeping customer data with a small central team and instead democratizing it, so every branch — from the capital to a town of 25,000 — could see and act on what its own customers were experiencing.

Banco Macro built a closed-loop system that reads intent, not just sentiment score. In branches and call centers, traditional follow-up applies; across chatbots, digital agents, and the app, Digital Experience Analytics and xFlows pick up where surveys can't reach. "If a customer mentions a keyword like ‘fraud’ or ‘poor service’ in an open comment, the system ignores the NPS or CSAT score and triggers an immediate high-priority ticket or an email to our managers in branch," explains Gonzalo Gómez Oliveira, CX Manager. That logic paid off in a way finance couldn't ignore: correlating experience data with account activity, the bank found that ten NPS points converts directly into 2–3% of account balance — turning CX from a scorecard into a line item leadership now plans around.