One of the BBVA Group’s most relevant tools for improving customer satisfaction is the Customer Ombudsman Offices being set up by countries. In 2013, the dissemination and presence of UNE (specialized unit) has continued to be boosted in Mexico, both within the bank (BBVA Bancomer) and with the regulator, in order to increase notably the number of customers served through this channel. This significantly contributes to improve the customer-bank relationship and to create long-term relationships. New customer care models have also been implemented together with the national banking authority, with BBVA Bancomer now playing a pioneering role in this area, thus maintaining its leadership position in customer care in Mexico.
In accordance with the stipulations of Article 17 of the Ministry of Economy Order ECO/734/2004, dated March 11, regarding customer care and consumer ombudsman departments at financial institutions, and in line with the new "Regulations for Customer Protection in Spain" of the BBVA Group approved by the BBVA Board of Directors on September 27, 2011, regulating the activities and powers of the Customer Care Service and Customer Ombudsman, a summary of related activities in 2013 is included below.
The Customer Care Service processes all the grievances and complaints addressed to the Customer Ombudsman and to the Customer Care Service itself, except for those which under the new Regulations are the responsibility of the Customer Ombudsman.
12.1 Report on the activity of the Customer Care Service department in Spain
Statistical summary of the grievances and complaints handled in 2013
The number of customer complaints received by the BBVA Group’s Customer Care Service in Spain in 2013 is 19,063 (9,582 in 2012), of which 1,111 have finally not been processed because they did not meet the requirements of Ministerial Order ECO/734. A total of 90.2% of the complaints, 17,132 cases (7,670 in 2012), have been resolved within the year, and 820 complaints (831 as of December 31, 2012) had not yet been analyzed as of December 31, 2013.
According to the type of complaints managed in 2013 and 2012, their distribution is as follows:
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| Type of Complaint to the Customer Care Service | Percentage of Complaints | |
|---|---|---|
| 2013 | 2012 | |
| Insurance | 57.4% | 26.0% |
| Assets products | 8.9% | 21.1% |
| Operations | 13.5% | 16.9% |
| Commisions and expenses | 7.0% | 8.9% |
| Investments - Derivatives | 0.7% | 11.2% |
| Customer information | 2.9% | 6.7% |
| Financial and welfare products | 0.7% | 2.9% |
| Collection and payment services | 2.9% | 1.8% |
| Rest | 6.0% | 4.6% |
| Total | 100.0% | 100.0% |
The complaints handled in 2013 and 2012, broken down by the nature of their final resolution, are as follows:
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| Final Resolution for Complaints to the Custumer Service Center |
Number of Complaints | |
|---|---|---|
| 2013 | 2012 | |
| In favor of the person submitting the complaint | 7,260 | 1,720 |
| Partially in favor of the person submitting the complaint | 3,675 | 1,513 |
| In favor of the BBVA Group | 6,197 | 4,437 |
| Total | 17,132 | 7,670 |
The increase in the number of complaints lodged in this period is due basically to mortgage floor complaints (62.1% of complaints for asset operations in 2013 correspond mostly to mortgage floor complaints).
The principles and criteria used by the CCS to resolve complaints are based on the application of the rules on transparency and customer protection and best banking practices. This department takes its decisions independently, notifying the various units involved of any actions which require review or adaptation to regulations.
Recommendations or suggestions
In 2013, the Customer Care Service has implemented various initiatives in order to ensure compliance with best practices. These initiatives include:
- Setting up of Internal Quality Committees to inform of developments on transparency and good banking practices.
- Setting up of the Quality Legal Services Coordination Committee to analyze the situation in Regulatory Bodies and propose actions that would improve the early management of complaints.
- Training programs on specific aspects of the Bank of Spain's criteria (auxiliary accounts, documentation to provide to the customer for loans, etc.) that would promote proper decision-making in the resolution of complaints lodged by customers, in each of the different topics.
- Publication of guidelines and criteria on the Quality Portal for dissemination to the branch network.
- Furthermore, it has maintained the specific complaints Committee set up in 2012 with the assistance of the Product Unit to convey proposals and recommendations and thus promote the implementation of actions aimed at improving the transparency, good practices and quality offered to our customers.
12.2 Report on the activity of the BBVA Group Customer Ombudsman in Spain
The following is a summary of the 2013 annual report outlining the activities of the BBVA Group’s Customer Ombudsman in Spain, in accordance with the provisions of Article 17 of Ministry of Economy Order ECO/734/2004, dated March 11, on customer service departments and services, and Customer Ombudsmen for financial institutions:
Statistical summary of the grievances and complaints handled in 2013
1,992 customer complaints were received by BBVA’s Customer Ombudsman in 2013. Of these, 115 have finally not been processed as they did not fulfill the requirements of Ministerial Order ECO/734. A total of 97.92% of the complaints, 1,838 cases, have been resolved within the year, and 39 complaints (73 as of December 31, 2012) had not yet been analyzed as of December 31, 2013.
The grievances and complaints handled are classified in the table below in line with the criteria established by the Complaints Service of the Bank of Spain in its half-yearly requests for information:
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| Type of Complaint | Number of Complaints | |
|---|---|---|
| 2013 | 2012 | |
| Insurance and welfare products | 364 | 432 |
| Assets operations | 1,192 | 392 |
| Investment services | 117 | 459 |
| Liabilities operations | 97 | 129 |
| Other banking products (cash, ATM, etc.) | 29 | 55 |
| Collection and payment services | 33 | 39 |
| Other | 160 | 149 |
| Total | 1,992 | 1,655 |
The details of the complaints resolved in 2013 and 2012, broken down according to their final resolution, are as follows:
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| Final Resolution | Number of Complaints | |
|---|---|---|
| 2013 | 2012 | |
| In favor of the person submitting the complaint | 1 | 16 |
| Partially in favor of the person submitting the complaint | 794 | 686 |
| In favor of the BBVA Group | 1,043 | 730 |
| Total | 1,838 | 1,432 |
Based on the above, it can be concluded that 43.25% of customers bringing a complaint before the Customer Ombudsman in 2013 (42% in 2012) are in some way satisfied, either as a consequence of the final resolution of the Ombudsman or because of its role as a mediator between the customer and the entities composing the BBVA Group.
The Customer Ombudsman's decisions are based on current legislation, on the contractual relationships in place between the parties, on current standards on transparency and customer protection, on best banking practices and, especially, on the principle of equity.
Independence is an essential aspect of the Customer Ombudsman. The decisions handed down by the Ombudsman in favor of the customer are binding on the affected Group entity.
Recommendations or suggestions
Among the various initiatives implemented by the Group at the behest of the Customer Ombudsman in 2013, the following are worth noting:
- Recommendations have been made on adapting the product profile to the customer profile, with special emphasis on the need for greater provision of accurate information on the products offered to customers by presenting them with all necessary data and documentation to that end.
- The main purpose is to promote compliance with regulations on transparency and customer protection, providing criteria and possible actions for improvement, and paying special attention to its mediation between the customers and the Entities in order to reach an amicable agreement, within the limits set by regulations.
- In partnership with Quality, Legal Services in Spain and Portugal, and the Customer Care Service, a Complaints Committee has been set up, which meets on a monthly basis with the participation of various of the Group's Units and Areas in Spain to discuss and share problems, ideas or suggestions related to the grievances and complaints lodged by the customers, in order to improve the Group's complaints system and thus contribute to providing better and more satisfactory care to the customers.
- Group representatives are in constant contact and meet regularly with the Complaints Service of the Bank of Spain, the CNMV and the Spanish General Directorate of Insurance and Pension Funds, with the common goal of harmonizing criteria and fostering more robust customer protection and security.
Customers not satisfied with the resolution of the Customer Ombudsman can appeal before the Bank of Spain, the CNMV or the Spanish General Directorate of Insurance and Pension Funds. The Ombudsman always informs the customers of this option.
In 2013, the number of complaints examined or resolved by the Customer Ombudsman and subsequently presented by the customer before the supervisory bodies is 222.