BBVA in 2012

BBVA commitmentBBVA employees are the brand voice and the creators of BBVA experience in their daily interactionswith customers. That is why they are undoubtedly the key to the success of our differentiation.All the Group’s workers have to be involved to offer customers the best possible experience, regardlessof whether they are in direct contact with customers or not. Based on this premise, BBVA has created acustomer-oriented incentive system that assesses employee contribution to customer satisfaction.In line with the NPS methodology, the incentive systems of the business units have been reviewed in2012 to take recommendations into account.Complaints managementBBVA is committedto a complaintsmanagementmodel aimed atserving customersflexibly, efficientlyand through theirchannel of choiceIn recent years, clear and determined progress has been made in all the countries where BBVA operatestoward a model of centralized claims management, based on swift personalized response, taking intoaccount the circumstances of each individual customer.In a distribution model such as that of BBVA, which is committed to multi-channel operations, theconsolidation of the incident resolution scheme at first contact has been key, but some local models aregoing even further and manage claims by trying to provide a superior experience to their customers.At BBVA, claims are considered an opportunity for continuous improvement of customer experience intheir relations with the Bank. As a claim is a critical moment, an immediate resolution generates greatercustomer satisfaction and demonstrates the Bank’s know-how; at the same time, an analysis of theincident will provide a diagnosis and action plan to root out the cause of the problem.As a result of the efforts made, in 2012 BBVA customers have shown themselves more satisfied with theservice they have received.11 32 Executive summary