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Customer confidence
For Caja Madrid, a key aspect of the customer relation is listening to their views and suggestions about the services they receive, so we gain a better understanding of their needs and expectations and how they are currently being met.
The opinions of external customers are canvassed through a series of dialogue channels, including regular satisfaction polls.
Over 130,000 surveys provide a detailed map of satisfaction ratings for all customer segments (individuals, independent contractors, companies, Personal Banking customers, Private Banking customers, youth, seniors, immigrants) and relational channels, as well as selected products and services.
The 2007 results were extremely positive across almost all channels and segments. Once again, the quality attributes most widely cited were friendly manners, professionalism, transaction reliability and telephone attention.
Other needs identification channels (“mystery shopper") permit an objective assessment of Caja Madrid's customer service quality, while providing a check on compliance with the standards set in the Customer Care Quality Plan.
But the organisation's quality commitment does not stop there. Results are analysed for input to improvement plans in the relevant organisational groups. Moreover, customer perception scores count towards the performance bonuses paid to branches, and to other organisational groups with a direct input to service delivery.