CUSTOMER FOCUS
Corporate Responsibility Report 2008
22
In addition, the Group designed a complaint
servicing reference model. The Group’s different
banks took part in the drawing up of the model
which enables the comparison and description of
different local models with an aim to identifying
strong points, possible improvements and good
practices. We have thus managed to considerably
widen the reach of the information on this matter.
With this project, the BBVA Group seeks to
obtain a structured and coordinated process for
transforming and improving complaint
management, external, corporate and local
reporting models and a differential, institutional
asset with special impact in terms of responsibility
and reputation.
Another leading line of work in 2008 is related
to the permanent quest for improvement in the
service offered to its customers. Consequently,
BBVA promoted a methodological review of the
internal customer voice for central areas and staff
units in business areas.
Advances in the identification of customer and
supplier internal relations across units help pinpoint
possible improvements in internal processes.
In addition, each of the Group’s banks took
special measures to raise customer satisfaction:
• Bancomer Q (BBVA Bancomer): It is an internal
seal of quality and service which acknowledges
retail banking and investment and private
banking network branches that work to achieve
consistently high standards.
Complaint activity before
the banking authorities (1)
Spain
Mexico
Argentina
Colombia
Chile
Peru
Portugal
Venezuela
Proceedings before the banking authorities
for every €1,000m of activity (2)
2008
1 1
294 267
15 52
275 268
34 30
29 29
8 4
153 103
(1) Each country regulates the criteria for admitting complaints in a different manner.
(2) Criteria for obtaining both Active Customers and Activity was standardised from
2007 to 2008.
Scope: BBVA Gruop
2007
• Implementation of quality indicators
adapted to each of the banks enabling continued
measurements from a customer viewpoint.
• doy Calidad soy Diferente (BBVA Banco
Provincial): a campaign directed at improving
the quality of ATMs and points of sales.
One of the most important tools used by BBVA
in its commitment to continuous improvement and
customer satisfaction is the figure of the Customer
Ombudsman. The Ombudsman is an independent
professional whose function is to protect and
defend the interests of customers who believe that
their rights have been transgressed in some way by
the company.
Individual customer satisfaction levels
(Percentage)
Own external
ratings C.A.C.O. (1)
Spain
Mexico
Argentina
Colombia
Chile
Peru (2)
(1) CACO: Branch Customer Care Questionnaire.
(2) In 2008, the CACO survey was not carried out in Peru.
Scope: BBVA Group
Average number of days in settling
a complaint (1) (days)
13
BBVA Banco
Francés
20
8
33
2008 2007 2006
76.9 78.6 78.5
85.5 86.7 87.4
83.8 83.8 83.4
79.2 75.6 75.8
82.1 79.2 80.5
– 79.4 81.8
11 11
11 11
9 8
BBVA
BBVA
BBVA
BBVA Banco
BBVA
BBVA Banco
Chile Spain Bancomer Continental Portugal Provincial
(1) Corporate Complaints Management Report 2008 and 2007.
Scope: BBVA Group
2008 2007
9 12
10
7
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