One of the BBVA Group’s most relevant tools for improving customer satisfaction are the Customer Ombudsman Offices being set up by countries. In 2012, 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 Board of Directors of BBVA on September 27, 2011, regulating the activities and powers of the Customer Care Service and Customer Ombudsman, a summary of related activities in 2012 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 2012
The number of customer complaints received by the BBVA Group’s Customer Care Service in Spain in 2012 is 9,581 (9,628 in 2011), of which 1,080 have finally not been processed because they did not meet the requirements of Ministerial Order ECO/734. 90.2% of the complaints, 7,670 (8,578 in 2011), have been resolved within the year and 831 complaints (250 as of December 31, 2011) had not yet been analyzed as of December 31, 2012.
According to the type of complaints managed in 2012 and 2011, their distribution is as follows:
Download Excel
| Type of Complaint to the Customer Care Service | Percentage of Complaints | |
|---|---|---|
| 2012 | 2011 | |
| Insurance | 26% | 21% |
| Assets products | 21% | 17% |
| Operations | 17% | 16% |
| Commissions and expenses | 9% | 12% |
| Investments - Derivatives | 11% | 12% |
| Customer information | 7% | 7% |
| Financial and welfare products | 3% | 5% |
| Collection and payment services | 2% | 5% |
| Rest | 5% | 4% |
| Total | 100% | 100,0% |
The complaints handled in 2012 and 2011, broken down by the nature of their final resolution, are as follows:
Download Excel
| Final Resolution for Complaints to the Custumer Service Center |
Number of Complaints | |
|---|---|---|
| 2012 | 2011 | |
| In favor of the person submitting the complaint | 1,720 | 2,609 |
| Partially in favor of the person submitting the complaint | 1,513 | 1,747 |
| In favor of the BBVA Group | 4,437 | 4,222 |
| Total | 7,670 | 8,578 |
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 2012, the Customer Care Service has implemented various initiatives in order to ensure compliance with best practices. These initiatives include:
- Setting up of the Product and Segment/LOB Quality Committees: in 2012, the CCS has set up a specific complaints Committee with the Product Unit, as well as a Committee with the Segment Units and LOBs, 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.
- A Preferred Securities Committee has also been set up which is assisted by the Legal Services Units in Spain and Portugal and by Communication, in order to unify criteria and adopt the required decisions related to the complaints lodged by customers in this respect.
12.2 Report on the activity of the BBVA Group Customer Ombudsman in Spain
The following is a summary of the 2012 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 2012
The number of customer complaints received by BBVA’s Customer Ombudsman in 2012 is 1,655. Of these, 150 have finally not been processed as they did not fulfill the requirements of Ministerial Order ECO/734. 86.52% of the complaints, 1,432, have been resolved within the year and 73 complaints (59 as of December 31, 2011) had not yet been analyzed as of December 31, 2012.
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:
Download Excel
| Type of Complaint | Number of Complaints | |
|---|---|---|
| 2012 | 2011 | |
| Insurance and welfare products | 432 | 439 |
| Assets operations | 392 | 498 |
| Investment services | 459 | 309 |
| Liabilities operations | 129 | 243 |
| Other banking products (cash, ATM, etc.) | 55 | 138 |
| Collection and payment services | 39 | 124 |
| Other | 149 | 266 |
| Total | 1,655 | 2,017 |
The details of the complaints resolved in 2012 and 2011, broken down according to their final resolution, are as follows:
Download Excel
| Final Resolution | Number of Complaints | |
|---|---|---|
| 2012 | 2011 | |
| In favor of the person submitting the complaint | 16 | 44 |
| Partially in favor of the person submitting the complaint | 686 | 1,089 |
| In favor of the BBVA Group | 730 | 693 |
| Total | 1,432 | 1,826 |
Based on the above, it can be concluded that more than 42% of customers bringing a complaint before the Customer Ombudsman in 2012 (56% in 2011) 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 2012, we would highlight the following:
- 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.
- 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, 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 2012, the number of complaints examined or resolved by the Customer Ombudsman and subsequently presented by the customer before the supervisory bodies is 169.