SUPPLEMENTARY INFORMATION CRR 2008
Corporate Responsibility Report 2008
12
CUSTOMER FOCUS
QUALITY, SATISFACTION AND CUSTOMER SERVICE
BANCOMER Q (MEXICO)
«Bancomer Q» is the quality programme of the retail network, Banking for High Net
Worth Individuals (HNWI ) and the Bancomer line and it aims at:
• Raising the quality of customer service, by means of a system of certification and
acknowledgement of the branch working teams which attain high standards of quality in a
continuous and permanent fashion, thus fostering quality culture and teamwork and generating the
enthusiasm and motivation of the workforce.
• Obtaining customer’s preference and recommendation, and building long-term relations.
• Having a customer Service that clearly differentiates BBVA Bancomer from its competitors.
Within the «Bancomer Q» programme there is a branch progress track, while results, permanence and
the improvement achieved in the indicators considered under the programme are acknowledged with seals
of distinction and titles which are called Categories.
Below is a description of each of them:
1. “Q” Category is awarded to branches whose work is performed with quality, as proved by an
assessment of its indicators and acknowledged by its Customers.
2. “Blue” Category is awarded to branches in Category Q which have kept their indicators at optimum
levels for 3 months.
3. “Silver” Category is awarded to branches which have been in the “Blue” Category for 6 months or
more and have striven to raise the level of qualification of their indicators.
4. “Gold” Category is awarded to branches with excellent results in customer service and which have
maintained their “Silver” Category for 6 months.
The success of the «Bancomer Q» programme depends to a large extent on the impetus from the
management chain. We currently therefore have branches certified to different categories.
CUSTOMER OMBUDSMAN: SPAIN AND MEXICO
SPAIN
The customer Ombudsman is a key figure for BBVA in its commitment to continuous improvement and
customer satisfaction. Its function as an independent figure is to defend and protect interests when they are
thought to have been harmed by some corporate action.
The yearly reports presented by the customer Ombudsman to the organization’s board of directors, and
which are subsequently distributed to the Group’s senior management, contain specific recommendations
for customer’s benefit, since measures that contribute to improving the transparency of the contracts and
transactions entered into are always suggested.
Among the different actions carried out by the Group as a result of suggestions put forward by the
Ombudsman during 2008, the following are worth mentioning:
• Considerable effort was made during 2008 at the Ombudsman’s office to maintain and even improve the
rapidity and quality of response to the BBVA Group’s customers. In this respect, and despite the increase
in the number of complaints last year yet again, over 14%, the average amount of time was still a little
over ten calendar days.
• With respect to BBVA Seguros, S.A., at the Ombudsman’s suggestion, a new life annuities policy has been
introduced with clearer and more exact clauses, thus contributing to greater protection for customers.
• The Ombudsman likewise transmitted suggestions for the improvement of the Group’s complaints management
system to the corresponding departments, aimed at an improved and satisfactory customer service.
Last of all, meetings and contacts are regularly held with the Bank of Spain’s Complaints Service, with
that of the Spanish Securities and Investment Board (CNMV) and that of the Directorate General for
Insurance, with a common aim to unifying criteria and favouring the defence and security of customers.
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