Balance Sheet at 31 December 2010 of BBVA

The grievances and complaints handled are classified in the table below in line with the criteria established
by the Claims Service of the Bank of Spain in its half-yearly requests for information:
Type of Complaint
Number of
Complaints
Assets operations 602
Investment services 423
Liabilities operations 270
Other banking products (cash, ATM, etc.) 111
Collection and payment services 102
Insurance and welfare products 78
Other 223
Total 1,809
The details of the files resolved in 2010, broken down according to their final resolution, were as follows:
Final Resolution
Number of
Complaints
In favor of the person submitting the complaint 70
Partially in favor of the person submitting the complaint 888
In favor of the BBVA Group 765
Total 1,723
Based on the above, it can be concluded that more than 53% customers bringing a complaint before the
Customer Ombudsman were in some way satisfied, either as a consequence of the final resolution of the
Ombudsman or because of its role as mediator between the customer and the Bank.
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.
The independent nature of the role of the Customer Ombudsman is essential and is a required to earn the
trust of the institution’s clientele. The decisions handed down by the Ombudsman in favor of the customer
are binding on BBVA.
Recommendations or suggestions
Among the various initiatives implemented by the Entity at the behest of the Ombudsman in 2010, we would
highlight the following:
- On behalf of the Ombudsman, the corresponding departments have been notified of suggested ways
to improve the Bank’s claims processes in order to improve and increase satisfaction with the
Customer Care Service; some of these will be adopted over the coming year.
- Special monitoring of contractual compliance with requirements imposed by MiFID Directive
regulations was made.
- Operational recommendations to improve the customer service and defense system, as regards the
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.
- Bank representatives are in constant contact and meet regularly with the Claims Services of the
Bank of Spain, the CNMV and the Spanish General Directorate of Insurance and Pension Funds, all
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