Juan Pablo Granada, who leads the CIV firm, notes that traditional banking, microcredit, and retail sectors did not show gains compared with 2020. As a result, three consecutive years of low satisfaction, referral, and loyalty metrics persisted across these areas.
The study covered five major Colombian cities Bogotá, Medellín, Cali, Barranquilla, and Bucaramanga, with a total of 3,300 face‑to‑face interviews conducted with adults over 18, using random sampling to capture real-world experiences. During the pandemic, brands like Scotiabank Colpatria, Banco de Occidente, and Davivienda earned the highest support scores from customers.
In 2021, Banco Caja Social, Davivienda, and Scotiabank Colpatria emerged as the top performers, largely due to advances in their digital banking channels. Customers increasingly relied on web portals, mobile apps, digital wallets, and virtual cards to complete transactions without visiting a branch or waiting for a banking agent, any time of day or night.
The report highlights that the economy faces ongoing challenges and a slower if not cautious recovery. Without proactive measures from government and financial institutions, Colombian families and small businesses may feel the sting of a sluggish rebound for longer than hoped, Granada warns. Across the market, more than half of financial consumers now conduct virtual transactions via the web and especially through mobile apps, which have been rapidly adopted. While customer experience on these digital channels generally outpaces that of traditional options, contact centers lag behind in satisfaction and effectiveness.
Overall, the shift toward digital channels reflects a broader trend toward convenient, accessible banking that minimizes the need for in-person interactions. Banks continue to refine user experiences, focusing on speed, security, and simplicity to meet evolving customer expectations as adoption grows across diverse segments. This dynamic is shaping how banks design services, respond to feedback, and allocate resources for digital transformation in the Colombian market, with implications for consumers and small enterprises alike, as cited by Lare Publica.