BBVA IN SWITZERLAND
Javier describes a fundamental shift in the bank’ s operating model:“ We have evolved from an operational-centric bank, where the focus was on improving transactional efficiency, to a customercentric bank, where the customer is the centre of our actions.”
This transition has taken shape in multiple ways, shifting from physical, letter-based client interactions to a multichannel approach. Clients can now buy and sell traditional and digital assets through e-banking platforms or mobile applications.
The bank has also evolved from a traditional model to identifying and exploring advancements in technology including blockchain and the digitalisation of assets, representing a significant leap forward in the banking sector.
Eva Blaya, Chief Financial Officer( CFO) of BBVA in Switzerland, emphasises that digital transformation requires more than technological upgrades.
“ The key to approaching digital transformation is not just seeing it as a technology upgrade but as a fundamental shift in how the business must evolve and operate,” Eva explains.
The role of leadership in driving transformation The successful digital transformation at BBVA in Switzerland highlights the critical roles played by both the CFO and COO in navigating this complex journey.
Eva’ s role as CFO has evolved significantly beyond traditional financial management.“ The role has significantly evolved during digital transformation,
“ CFO is no longer just the guardian of financial performance but has become a key driver of digital transformation”
EVA BLAYA, CFO, BBVA IN SWITZERLAND
adapting to new technologies and a more dynamic business environment,” she notes.
As businesses increasingly rely on digital tools and data, the CFO’ s responsibilities have expanded to include more strategic, technologydriven leadership.
This evolution encompasses new areas such as leveraging advanced analytics in decision-making and ensuring that data translates into actionable insights.
CFOs are now responsible for driving automation in areas like financial reporting, which improves efficiency and frees up resources for more strategic initiatives. Eva highlights that this operational agility is a cornerstone for building competitive advantage.
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