Relationship with customers

Intesa Sanpaolo aims to be a reference point for its customers, responding to their needs and maximizing their satisfaction through a careful monitoring of the quality of service provided and perceived.

Active Listening

For the Bank of Territories Division, the management model in this field is guided by the active listening of Retail customers and Companies on the experiences of the use of services on different channels and in the many opportunities of interaction with customers and ability to turn feedback into continuous improvement interventions.

The Guide Tool is an integrated system of surveys and analyses throughout the life cycle of relations with the Bank, in a perspective of listening and analysis and subsequent corrective action.

Attention to the customer is characterized from:

  •  the monitoring of satisfaction and the collection of opinions and suggestions to identify opportunities for improvement both in products and services and in interactions with the Bank
  • an approach oriented to the protection and satisfaction of the customer, measured by the detection of the Net Promoter Score (NPS), the judgement that detects the willingness to advise the Bank
  • the definition and monitoring of quality KPIS, measured through four indices (NPS and indexes of excellence in service, operational and credit) whose results, published within the SEIok portal, contribute to the determination of the Premium Result Variable of branches and areas of the Bank of Territories Division
  • prompt and timely management of complaints that detects the causes of dissatisfaction by allowing to identify any corrective interventions to reduce the operational and reputational risks.

As early as the design phase of the new products, the evidence from customer behavior assessments and market benchmarks can detect latent needs and become a support for the definition and design of products and services. Particularly important for highly innovative services is the next phase of recognition of the liking of new projects that, thanks to the involvement of target users in focus groups and use tests, allows to suggest refinements of the proposals already during their conception.

Customer experience surveys monitor customer listening on an ongoing basis during the actual use of products and services: at this stage, the detection process is activated downstream of an interaction with the Bank and identifies the factors of satisfaction and dissatisfaction to select the aspects on which to intervene. Of particular importance are the surveys aimed at monitoring the satisfaction on key "moments of contact" with the Bank, such as meetings in the Branch or, in the case of Business clients, the visits of the Manager in the Company. In addition to continuous detections, specific in-depth investigations are activated to meet specific information needs.

Listening to the customer is integrated and enriched with the point of view of the employees who are called to express their perception of the relationship with customers, products, processes and services provided to the branch network by internal structures. This intervention model allows us to gather suggestions on strategic, behavioral and organizational issues. 



In a context of rapid and significant changes in technology, the Bank has made sure that its services are accessible anytime and anywhere through a number of channels. The integration of all channels, physical and virtual, enables continuous bank-customer dialogue and ensures an excellent user experience thanks to simplified processes and more efficient and effective communications.


With 9.2 million multi-channel customers in Italy, Intesa Sanpaolo is the country's first digital bank. During the year 6.1 million customers connected at least once to the new App. Intesa Sanpaolo Mobile allows simplicity and security, as well as wide flexibility of use. Inside, there are over 700 thousand active XME Pay, the digital wallet of Intesa Sanpaolo that allows customers to pay in stores with cards or directly from the account, save loyalty cards and identity documents; it also allows you to make online purchases in complete safety, with the ability to create virtual cards to be used only once or with defined duration; integrate Masterpass, the Mastercard solution that allows payment on ecommerce apps and sites without typing the card number; it also includes account-to-account payment methods with ATM Pay®, the solution for exchanging money for example during a chat.

On the foreign perimeter, the DigiCal program (digital channels - physical branches, digital channels and branches) has continued, aimed at strengthening the integration between the physical and digital channels.

In recent years both the new website and the Mobile APP have been developed according to criteria of full accessibility. For this reason, we have collaborated and verified the two channels by a specialized company in the sector (ASPHI Onlus Foundation) and we collaborate permanently with a group of our blind colleagues.

For Enterprise and Corporate customers, we have launched a transformation program based on new digital channels, tools and processes. The program, still ongoing, has already implemented significant developments including the New Portal for Companies, signed by more than 320,000 companies, with 20 million transactions per month, equal to 140 billion euros transacted.

In addition, with the new App Inbiz, 170,000 users can approve millions of transactions even on the move or consult balances and movements of all accounts, including on other banks.


Branches continue to represent for Intesa Sanpaolo the physical location of the distribution network, where customers find support and assistance in person, especially for more complex operations. There are around 3,700 branches in Italy and around 1,000 abroad. Intesa Sanpaolo's presence in the various Italian regions is significant, with market shares of no less than 12% in most regions.

The attention to the "physical location" of the reception was particularly developed with the project of the New Branch Layout which produced a significant change in the methods of meeting with the customer: modular physical spaces place reception at the center, with areas to living in common and the proposal of artistic and cultural events. The new branch model, conceived in 2014 also through listening to customers, was implemented in the following years and at the end of 2019 is present in 229 branches.

The project implements the most stringent regulations for the removal of architectural barriers and in 2014 was acknowledged by FIABA Fondo Italiano Abbattimento Barriere Architettoniche, which recognised its full compliance with the requirements regarding accessibility for people with reduced mobility. 
Proximity also means that the bank is available at all times, guaranteeing cost-effectiveness, safety, transparency and online help in choices and navigation.

Online branch

The Integrated Multichannel project leads to integrating the skills of the branch network people with the potential offered by the development of technology to give customers a better service and experience in the relationship with the bank.

Integrated with the internet banking platform, the Online Branch is the Bank’s remote interaction channel that operates alongside the physical branches located throughout the country. With over 1,300 employees, it works through 18 operating points with online managers and coordination staff.

At the end of the year, 141 Remote Managers are also active, offering a free personalized distance consulting service, with extended hourly coverage, in synergy with the Network, for dedicated assistance, operation and subscription of products.


At the end of 2019, the Intesa Sanpaolo Group had a network of about 7,600 automatic teller machines (ATM, MTA e self-service staff-assisted banking terminals) in Italy and 3,100 ATMs abroad.
In Italy, all the machines are aligned to the international management standard for cards with EMV microprocessors.
The “Donations” function is active at all branches to allow customers to make free donations to the bank’s main partner non-profit associations (Bambin Gesù, Agire, Anlaids, AIBI, Malawi, AIRC, Città della Speranza, Amico Charly, Lega del Filo d’Oro, Banco Alimentare, Per Emma onlus, Famiglie Nuove and Padova Ospitale).

To allow visually impaired or short-sighted people to withdraw cash, view their account balance or top up their mobile phone at ATMs, Intesa Sanpaolo has partnered with Unione Italiana Ciechi (Italian Association for the Blind) and developed an initiative that allows them to operate autonomously and safely.

For short-sighted customers, for the same functions, all self-service machines were fitted with a high-visibility display format (yellow font on a black background), activated, as in the case of the headset jack for visually impaired customers, by pressing the “5” key - easy to find thanks to a raised mark - before inserting a card.

Digital business support

Intesa Sanpaolo also wanted to exploit web potential to allow Italian companies to make themselves known, thus increasing their business and seizing new opportunities for development. Partnerships have been launched and several business matching platforms made available: 

  • Tech-Marketplace that promotes contacts among start-ups, tech SMEs and companies. The platform is co-promoted in the framework of "Una crescita possibile" ("A possible growth") with Confindustria Piccola Industria
  • Opportunity Network that helps organizations of any industry and country to share business opportunities, confidentially, with selected business partners worldwide
  • Created in Italia which is an e-commerce portal that promotes Italian excellence in food and tourism sectors.

Transparency to Customers

"Banking Transparency" is meant to give customers information more clear and understandable at all stages of the relationship with the bank, through simplicity of language, transparency of information and alignment of conditions within the various transparency documents relating to the same product/service.

A section of the Bank's website presents the main transparency documents of the offer. In particular, the Information Sheets of the products and services offered, the specific Guidelines (The Current Account, The Home Mortgage, The Consumer credit) and the Reports on the conditions offered to customers are available at the branches and in the section of the website, so that they can be viewed, saved and printed.

Investor protection

With reference to the area of investments, following the entry into force of the MiFID II Directive and the European Regulations on investor protection, the Bank has further strengthened its model in order to be able to offer a higher level of protection to investors and greater transparency in the negotiations that take place on the financial instruments markets. In particular, Intesa Sanpaolo has introduced new obligations in terms of governance of financial instruments, knowledge requirements and competence of the personnel responsible for providing investment services as well as ex ante and ex post information on costs, charges and incentives for financial products and services offered.

Within the Progetto Multicanalità Integrata (Integrated Multichannel Project), information sheets and pre-contract documents were made available on the WEB platform for the distance marketing of financial products.

Conformity assessments

The new products and services marketed by Intesa Sanpaolo, as well as the changes to existing products and services, are subject to compliance clearing, a prior verification of compliance with applicable regulations. In the same way, innovative projects that involve the start-up of activities or inclusion in new markets, are assessed in advance to ensure substantial and formal compliance with internal and external regulations. Conformity assessments are conducted in compliance with the principles of fairness and protection of the customers' interests and also relate to the quality of the information provided and to the consistency of the same services, products or transactions with the expectations of the customers to whom they are addressed.

Dialogue with the Consumer Associations

Intesa Sanpaolo has for some time developed an open and constructive dialogue with the Consumer Associations recognized as representative at national level, starting from listening to the requests and finalizing the collaboration at project and technical-operational level. Intesa Sanpaolo signed the framework agreement called "Innoviamo le Relazioni" on 12 April 2019 with all the National Council of Consumers and Users (Ministry of Economic Development). The agreement establishes the formation of six permanent round tables on the topics of greatest interest: Products and Services, Regulations and Authority, Education, Customer Care and Conciliation, Sustainability, Local Relations.

Permanent Conciliation activities continued (see Website Conciliation Agreement) as an out-of-court resolution tool adopted and managed together with Consumer Associations. The conciliation procedure, which concerns the products offered to private customers (current accounts and connected payment cards, mortgages and personal loans), is simple, free and fast and provides for a maximum resolution time of 60 days. The customer can decide to join, without any charge and with the knowledge of not compromising in no way any different roads that wanted to undertake, even later, to protect his interests.

In 2019, 16 applications for permanent conciliation were received.

Media Relation

The main objective is to communicate the initiatives that are strategic or important from an operational viewpoint to all stakeholders, ensuring the utmost transparency. Information is made available through the dedicated section of the website and individuals or entities can also subscribe to a mailing-list to receive press releases and information about major corporate events directly by e-mail or mobile phone. There is also an option for requesting that documentation is mailed to the user’s home address.

Intesa Sanpaolo adheres to UPA (Utenti Pubblicità Associati) and “Codice di Autodisciplina Pubblicitaria” (Publicity Governance Code), promoted by the Istituto di Autodisciplina Pubblicitaria (IAP) to ensure that advertising is transparent, true and correct. The close collaboration with these Associations ensures that any updates or amendments in the regulations to which we have adhered are immediately put into effect. As for advertisements of investment products, all scripts are always submitted to the Legal Affairs Department and to the Compliance Department and when necessary, communicated to Consob to examine their compliance with laws and their adherence to the principles of truthfulness and transparency.

Security and privacy

Intesa Sanpaolo pays great attention to the protection of personal data, of people, processes and treatments carried out within its structures, protecting the rights and interests of its customers and its employees.

The aim, even before legal requirements, is to draw more attention and awareness towards the issues of personal data protection, in the various processing stages within the Bank and the companies of the Group. The commitment is addressed to the Group companies and to their involvement in it and organizational choices on the personal data processing: in-depth analysis of possible threats to the correct processing and confidentiality of data are centrally produced by applying best practices for combating the risks identified. The employees' awareness on these issues is maintained consistently high and is based on a systematic approach in the analysis of the new products designed for customers and the related processes that must comply with Group’s security and privacy policies.

Efforts were increased to raise awareness among its employees, also in response of the Regulation (EU) 2016/679 on data protection.

Personal data protection

In order to monitor the level of protection and security of personal data, a complex process has long been introduced and is constantly updated, that provides the internal certification basis of the service approach for the protection of personal data at the Group level, aimed at continuous improvement.

Essential is the effort aimed at raising awareness among the employees on the precaution which, already ingrained in the daily banking activities, represents the very essence of personal data protection: the training upgrade is intended in general to all the employees and in particular, according to the different needs, to the staff that covers specific roles.

The following activities are kept under constant monitoring:

  • analysis, in terms of personal data protection, of new products or initiatives carried out by the Group banks
  •  processing of customers’ requests with regards to the right of access to their data or pertaining to complaints on the subject.



Fraud prevention

Security management is, for the financial sector, a necessary prerequisite in customer relationships. As well as the traditional issue of physical security, aimed at countering the phenomena of robbery, for some years the attention devoted to combatting fraud and cybercrime perpetrated against customers through the fraudulent use of services offered by the Bank (Internet banking, Phone banking, payment cards, cheques and ATMs) has increased.

Such offences, also known as cybercrime, are committed against customers using increasingly sophisticated technological stratagems and social engineering tactics (especially in the main communication channels like email, phone and social networks).

To prevent and combat these risks, Intesa Sanpaolo has implemented a series of measures in Italian banks and in some of the Group’s international banks, including the anti-fraud system, which analyses all card transactions made through online channels (e.g. Internet Banking). “Suspicious” transactions are checked by a specialist unit and, if necessary, contact is made with the customer concerned as soon as possible.
In the event of ascertainable fraud or attempted fraud, the customer is also assisted in filing a report with the relevant authorities.

All customers are informed on the rules of conduct for proper and safe use of online tools (e.g., updated antivirus software, detection of phishing emails, correct use of personal codes, etc.) and the information is also made available in the "Safety" section of the Bank's website.

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