Customer confidence

As part of the drive to make management quality a key differentiating factor in Caja Madrid, the objectives charted for all branches and offices include satisfactory results in customer opinion polls regarding service quality.

Knowing the customer's expectations and perception of our service is crucial for being able to carry out improvements in our organisation. With this in mind, in 2008 more than 135,000 surveys were conducted of our customers.

All were intended to pinpoint the specific needs of the different customer segments in their interaction with the Caja Madrid channels used to provide them the services they demand (branches, Internet, self-service terminals and telephone banking), followed up by analysis of their degree of satisfaction with the key retail products (deposits, investment funds, pension plans …).

The 2008 results were very positive overall, particularly in the channels and segments previously identified as offering the most opportunities for improvement. These results bear out the positive impact of the initiatives taken by different units in the Caja Madrid organisation.

The characteristics most appreciated by customers were once again the telephone banking service and professionalism in dealing with customers.

The “mystery shopper” exercises allow us to obtain an objective view of the quality of the service that Caja Madrid delivers to our customers, while providing a check on compliance with the standards set in the Customer Care Quality Plan.
The 2008 results of the “mystery shopper” sector study point to further strengthening of the improvement achieved in 2007, keeping Caja Madrid ahead of our main competitors on this measure.

All results of the different yardsticks used are taken into account in charting and carrying out improvement plans aimed at increasing the level of customer satisfaction.

Part of these efforts include the “Plan 50+” project first begun in 2004 to pursue specific actions to boost satisfaction in those branches which customer surveys indicate have the most room for improvement. The success of the project is quite clear: in 2008 the branches targeted for improvement in “Plan 50+” boosted their average score in the satisfaction surveys by 10 points, compared with the overall Caja Madrid increase of 1.8 points).