BBVA in 2012

Primary stakeholdersIntroduction: tools for communicationand dialog with stakeholdersIn each country where it operates, BBVA has a wide range of tools available for consultation and dialogwith stakeholders. These tools guarantee two things: that customers, employees and shareholders havethe appropriate channels available to be assisted; and that BBVA has adequate sources of informationto understand the priorities and expectations of these stakeholders in relation to the Entity. BBVA alsoremains constantly aware of those institutions and individuals that, together with public opinion, set outthe agenda for a financial institution such as ours. Specifically, there are three main ways through whichstakeholder expectations are analyzed and integrated:BBVA looks after its stakeholder through specific activity ofeach area or unity and the regular assessment of itsperformance. This is carried out by the periodic analysis ofCCR from the constant analytic work of BBVA ResearchBBVA Groupis always incontact with itsstakeholdersto assist themproperly andto meet theirpriorities andexpectationsFirst, there is the specific work of each area in its day-to-day relations with each stakeholder groupand the regular assessment of its performance. This is where tools such as the employee satisfactionpoll (every two years) and the customer satisfaction surveys come into play. Also included would bethe tasks carried out by units such as Institutional Relations. Of particular importance this year wasthe activity carried out by the European Agencies Coordination Unit (UCOE). The unit coordinatesthe Bank’s participation in a variety of formal and informal groups in order to improve understandingof the concerns of regulators. These forums aim to create and develop a constructive dialog withregulators on markets and regulatory policies, as well as contributing to the achievement of a balancedregulatory framework. They are a clear example of a tool which enables dialog with regulators, who areincreasingly 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 theinternal (employees) and external (customers and non-customers) surveys of reputation, public opinionpolls (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, combiningthe results of a variety of qualitative and quantitative tools. This analyzes what stakeholders expect ofus, how they perceive us and the various reasons lying behind these perceptions. This work is reviewedlocally and globally with the different units that have the greatest impact on the perceptions of thesegroups. The aim of the whole process is to identify and implement action plans for improvement.Primary stakeholders19