BBVA in 2012

Introduction: tools for communication and dialog with stakeholders

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BBVA Group is always in contact with its stakeholders to assist them properly and to meet their priorities and expectations

In each country where it operates, BBVA has a wide range of tools available for consultation and dialog with stakeholders. These tools guarantee two things: that customers, employees and shareholders have the appropriate channels available to be assisted; and that BBVA has adequate sources of information to understand the priorities and expectations of these stakeholders in relation to the Entity. BBVA also remains constantly aware of those institutions and individuals that, together with public opinion, set out the agenda for a financial institution such as ours. Specifically, there are three main ways through which stakeholder expectations are analyzed and integrated:

BBVA looks after its stakeholder through specific activity of each area or unity and the regular assessment of its performance. This is carried out by the periodic analysis of CCR from the constant analytic work of BBVA Research

First, there is the specific work of each area in its day-to-day relations with each stakeholder group and the regular assessment of its performance. This is where tools such as the employee satisfaction poll (every two years) and the customer satisfaction surveys come into play. Also included would be the tasks carried out by units such as Institutional Relations. Of particular importance this year was the activity carried out by the European Agencies Coordination Unit (UCOE). The unit coordinates the Bank’s participation in a variety of formal and informal groups in order to improve understanding of the concerns of regulators. These forums aim to create and develop a constructive dialog with regulators on markets and regulatory policies, as well as contributing to the achievement of a balanced regulatory framework. They are a clear example of a tool which enables dialog with regulators, who are increasingly important stakeholders for the financial industry.

Second, and complementary to the above, the Corporate Responsibility and Reputation department (CRR) provides regular analyses of stakeholder demands, priorities and perceptions. At this level are the internal (employees) and external (customers and non-customers) surveys of reputation, public opinion polls (GlobeScan), brand tracking and analyses of BBVA’s online reputation and presence in the media. The latter two complement the polls and public opinion expectations on key issues.

Third is the ongoing analytical work, reports and working documents provided by BBVA Research.

Global and local reports are prepared by aggregating information from different sources, combining the results of a variety of qualitative and quantitative tools. This analyzes what stakeholders expect of us, how they perceive us and the various reasons lying behind these perceptions. This work is reviewed locally and globally with the different units that have the greatest impact on the perceptions of these groups. The aim of the whole process is to identify and implement action plans for improvement.