The Ombudsman’s resolutions, which are
binding on the BBVA Group, are communicated
to its different units to be acted upon. The
Customer Ombudsman’s activities extend to
all current BBVA Group units, as well as to its
subsidiaries in Spain. Similarly, aware of the
domestic financial environment and the concerns
of the market and policy-makers, BBVA
Bancomer promoted the figure of UNE
Bancomer (Specialised Unit). This independent
figure with its own capacity to resolve acts as
customer Ombudsman and is strategically
focused on continuous improvement and
strengthening relations with customers and
authorities.
ACCESS TO
CREDIT
In the current economic and
financial context, access to
credit is of enormous
economic and social relevance.
In 2008, BBVA continued to accompany its
customers and maintained the flow of credit at
completely normal levels in all the markets in
which it operates. The truth is, at BBVA, we are
aware that providing access to credit is a necessity
as well as a key social demand, and a function that
is inherent in banking. No credit means no banks.
In the present financial crisis, BBVA is one of
the major world companies in a more solid
position as regards liquidity and capital. In these
conditions, BBVA considers it has a greater
responsibility when it comes to providing access
to credit, as, nowadays, those being refused a
transaction have far fewer alternatives to resort to.
The message conveyed by management to all teams
is fully consistent with this responsibility: think
twice before refusing credit.
At the same time, BBVA considers it vital to go
on applying the principle of prudence and facilitate
funding only to those who are able to meet their
payment liabilities. To do otherwise would be
feeding the economic bubble, which, as the current
crisis has demonstrated, would end up by
generating much more serious problems for
borrowers, for the bank and for society in general.
All this is reflected in the figures for last year,
in which lending to customers rose by 7.1% in
the Group to €342,671m. This was indeed the
case despite the sharp fall in credit demand,
which in Spain and Portugal was in excess of
24% in terms of operations arranged. In 2008,
73 out of every hundred applications for credit
received were granted a loan. In 2007, the ratio
was 78%. The similarity between both figures
reflects the fact that the Group’s credit policies
were upheld in 2008, a commitment that BBVA
has renewed for 2009.
ADAPTABILITY At BBVA, adaptability is
understood as meeting the
needs of customers in all their life cycles and in
different situations. In 2008, a year marked by
the global downturn, there were a number of
noteworthy initiatives related to this adaptability:
NOS ADAPTAMOS (WE ADAPT). Under
the title “We adapt to the lives of our customers”
(www.nosadaptamos.es), BBVA has launched a
campaign in response to the current needs of
families and entrepreneurs.
This campaign features highlights such as the
following financial services:
• Hipoteca BBVA (BBVA Mortgage). All
customers who transfer their mortgage held
with another bank will be given €200 a month
during one year to cope with the rise in
interest rates.
• Nómina IPC (CPI payroll). To deal with the
rise in the CPI, BBVA is offering a discount
over two years on the most important directdebit
bills for customers and non-customers
who direct deposit their salary in BBVA.
• Depósito BBVA. A personalised range of
savings products.
• Compromiso Autónomos (Commitment to
the Self-employed). A specific, innovative offer
for the self-employed and retailers. As a first
commitment, €200 will be given towards the
customer’s pension plan, on direct debiting
two bills and social security contributions.
With this notion of adaptability in mind,
BBVA is inevitably aware of the difficulties faced
by some customers as a result of the current
economic situation. The Bank therefore wishes
to accompany anybody, who, in a viable context,
may require, occasionally and as an extraordinary
measure, satisfactory solutions for both parties
involving the renegotiation of terms, the
extension of interest-free periods, flexibility in
payments, etc.
CUSTOMER FOCUS
Corporate Responsibility Report 2008
23
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