One of the BBVA Group’s most relevant tools for improving customer satisfaction are the Customer Ombudsman Offices being set up by countries. In 2011, the dissemination and presence of UNE (specialized unit) has been 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.
On September 27, 2011, the Board of Directors of BBVA approved the BBVA Group’s new Regulations for Customer Protection in Spain. These regulations govern the activities and powers of the Customer Care Service and the Customer Ombudsman, including the preparation of a summary of the activities carried out in 2011 .
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 2011
The number of customer complaints received by the BBVA Group’s Customer Care Service in Spain in 2011 is 9,628 (9,591 in 2010), of which 800 have finally not been processed because they did not meet the requirements of Ministerial Order ECO/734. 94.8% of the complaints, 8,578 (8,577 in 2010), have been resolved within the year and 250 complaints (467 as of December 31, 2010) had not yet been analyzed as of December 31, 2011.
According to the type of complaints managed in 2011 and 2010, their distribution is as follows:
| Type of Complaint to the Customer Care Service | Percentage of Complaints | |
|---|---|---|
| 2010 | ||
| Insurance | 20.9% | 21.1% |
| Assets products | 17.0% | 13.4% |
| Operations | 15.8% | 9.8% |
| Commisions and expenses | 12.4% | 30.7% |
| Investments - Derivatives | 12.3% | 6.0% |
| Customer information | 7.3% | 3.4% |
| Financial and welfare products | 5.4% | 9.0% |
| Collection and payment services | 4.8% | 4.2% |
| Rest | 4.1% | 2.4% |
| Total | 100.0% | 100.0% |
The complaints handled in 2011 and 2010, broken down by the nature of their final resolution, are as follows:
| Final Resolution for Complaints to the Custumer Service Center | Number of Complaints | |
|---|---|---|
| 2010 | ||
| In favor of the person submitting the complaint | 2,609 | 2,113 |
| Partially in favor of the person submitting the complaint | 1,747 | 1,353 |
| In favor of the BBVA Group | 4,222 | 5,111 |
| Total | 8,578 | 8,577 |
The principles and methods 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 adopts its decisions independently, notifying the various units involved of any actions which require review or adaptation to the related regulations.
- Recommendations or suggestions
In 2011, the Customer Care Service aided in the resolution of a significant number of claims, working closely with customers in branch offices. This encouraged amicable settlements to disputes which, undoubtedly, boost customer satisfaction and perception of quality. Moreover, it has implemented an action plan aimed at reducing customer complaint response times, which have been cut significantly.
In addition, by working closely with customers in the implementation of certain initiatives and procedures, the Customer Care Service has ensured that the criteria issued by the regulators are present in its decisions, improving perception and customer service.
12.2 Report on the activity of the BBVA Group Customer Ombudsman in Spain
The following is a summary of the 2011 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 2011
The number of customer complaints received by BBVA’s Customer Ombudsman in 2011 is 2,017. Of these, 132 have finally not been processed as they did not fulfill the requirements of Ministerial Order ECO/734. 97.07% of the complaints, 1,958, are resolved within the year and 59 complaints (42 as of December 31, 2010) have not yet been analyzed as of December 31, 2011.
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:
| Type of Complaint | Number of Complaints | |
|---|---|---|
| 2010 | ||
| Insurance and welfare products | 439 | 737 |
| Assets operations | 498 | 651 |
| Investment services | 309 | 451 |
| Liabilities operations | 243 | 284 |
| Other banking products (cash, ATM, etc.) | 138 | 125 |
| Collection and payment services | 124 | 110 |
| Other | 266 | 269 |
| Total | 2,017 | 2,627 |
The details of the complaints resolved in 2011 and 2010, broken down according to their final resolution, are as follows:
| Final Resolution | Number of Complaints | |
|---|---|---|
| 2010 | ||
| In favor of the person submitting the complaint | 44 | 81 |
| Partially in favor of the person submitting the complaint | 1,089 | 1,339 |
| In favor of the BBVA Group | 693 | 1,092 |
| Total | 1,826 | 2,512 |
Based on the above, it can be concluded that more than 56% of customers bringing a complaint before the Customer Ombudsman in 2011 (54% in 2010) 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, the contractual relationships in place between the parties, 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 2011, we would highlight the following:
- On behalf of the Ombudsman, the corresponding departments have been notified of suggested ways to improve the Group’s complaints processes in order to improve and increase satisfaction with the Customer Care Service.
- Contractual compliance with the requirements imposed by MiFID Directive regulations has been subject to special monitoring.
- Operational recommendations to improve the customer service and defense system, as regards implementation of the electronic signature.
- Recommendations have been made on adapting the product profile to the customer profile, on advertising and advertising messages, and on streamlining the process of wills.
- 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, all with a 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 2011, the percentage of complaints examined or resolved by the Customer Ombudsman and subsequently presented by the client before the supervisory bodies is 7.5%, considerably lower than in the previous year, which is 10.5%.