SUPPLEMENTARY INFORMATION CRR 2008
Corporate Responsibility Report 2008
6
CUSTOMERS: retail (customers of personal banking, young people, migrants, small
businesses and all remaining retail segments), businesses (the self-employed and small
businesses, large companies and major corporations, family businesses and wholesale
banking & asset management) and institutions (public administrations, international
organisations and companies and their dependent national, regional and local bodies, and
private institutions: NGOs/foundations and business associations).
Retail
– BBVA Helpline.
– Satisfaction, efficiency and loyalty surveys.
– Evaluation of the quality of service to customers in branch offices.
– Surveys on the motivations and behaviour of the different
customer segments.
– Studies on brand health and positioning.
– Focus groups for creating, assessing and developing new
concepts.
– Regular meetings with customers to uncover their
expectations/requirements (specific to certain segments).
– Mail shots, telemarketing, SMS.
– Consumer Trends BBVA, which uses a specific barometer to
permanently monitor public opinion both in Europe and in the
Americas. Besides informing decision-making at all levels in the
Group, it performs a duty of public interest by openly disclosing
part of its conclusions through international conferences and
internet publications.
Businesses and institutions
– Positioning studies.
– Satisfaction surveys.
– Surveys on the motivations and behaviour of the different
customer segments.
– Studies on service quality. Customer Voice.
– Focus groups/workshops with customers to gauge their opinion
on specific issues.
All
– Customer Care Service, Complaints Management (SAC). There is
a bespoke system for migrants.
– Customer ombudsman.
– Advertising/media.
– System for monitoring reputation amongst customers.
– Customer consultation on corporate responsibility information.
– www.bluebbva.com and the Blue joven magazine (young people).
– www.bbvadineroexpress.com (migrants).
– Launch of Tú Cuentas (You Matter) aimed at private customers for
the management of personal finance, providing personalised
suggestions through advanced techniques in artificial intelligence.
– Creation of the Actibva financial community as a virtual networking
site whose purpose is to provide all users with financial information
by encouraging social interaction between all those interested in
economics and saving, through a Web 2.0 platform.
– Launch of a marketing scheme in Facebook (Uno-e).
– Roll-out of the Global Customer Intelligence training programme, the
first of its kind in the financial world for specialists in quantitative
analysis. This programme responds to the need to learn more about
consumers, their behaviour and their needs in order to differentiate
ourselves and pre-empt changes in the environment.
– With a view to sounding out the opinion of the sales network on
sundry matters related to the business, marketing schemes, product
launches… BBVA has a tool called Oráculo. This tool consists of an
online questionnaire that is completed every other month enabling
managers not only to provide their own personal opinion but also to
respond as the “customer’s mouthpiece”.
– Manual del Alcalde (Mayor’s Handbook)
– Website
– Transactional websites.
– Each unit’s own channels: commercial networks (branch offices,
advisers, managers, agents and ATMs).
– BBVA IP TV.
The scope of these customer channels is the BBVA Group, except for the following:
– The “System for monitoring reputation amongst customers”, which applies to Spain, Mexico, Argentina, Chile, Colombia, Peru and Venezuela.
– The “Customer consultation on corporate responsibility information”, which applies to Spain, Mexico, Argentina, Chile, Colombia and Peru.
– The websites “www.bluebbva.com” (young people) and the “Blue joven” magazine, which are specific to Spain and are being copied in other
countries.
– Most of these channels have specific features for each country.
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