Balance Sheet at 31 December 2010 of BBVA

The complaints managed can be classified as follows:
Type of Complaint to the Customer Care Service
Percentage of
Complaints
Assets products 30.8%
Operations 17.9%
Investments - Derivatives 14.8%
Commisions and expenses 14.7%
Customer information 8.9%
Financial and welfare products 4.3%
Collection and payment services 3.8%
Insurance 1.6%
Other 3.2%
Total 100.0%
The complaints handled in 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
In favor of the person submitting the complaint 1,507
Partially in favor of the person submitting the complaint 846
In favor of the BBVA Group 2,836
Total 5,189
The principles and methods used by the Customer Care Service 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 2010, 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 perceptions of quality. An action plan has also been put in place in order to
improve claim response times.
The Customer Care Service has participated actively in projects and initiatives from the various units,
conveying the criteria issued by the regulators with a view to improving and optimizing the Bank’s processes
and the service it provides to its customers.
b) Report on the activity of the BBVA Customer Ombudsman
The following is a summary of the 2010 annual report outlining the activities of the Customer Ombudsman, in
accordance with the provisions of article 17 of Ministry of Economy order ECO/734/2004, of March 11, on
customer service departments and services, and Customer Ombudsmen for financial institutions:
Statistical summary of the grievances and complaints handled in 2010.
The number of customer complaints received by BBVA’s Customer Ombudsman in 2010 was 1,809. Of
these, 56 were finally not processed as they did not fulfill the requirements of the Ministerial Order ECO/734.
98.34% of the complaints (1,779 case files) were resolved within the year and 30 complaints had not yet
been analyzed as of December 31, 2010.
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