According to a recent NCA y Asociados and IE Business School study, the BBVA Group is the bank with the best online reputation with a mark of 6.46, much higher than the sector average of 3.86. Online reputation refers to the assessment of what is said about us on internet; in this way, it is an indicator affecting the entire business since it measures the opinions of our customers and non-customers.
It is true that there is still a long way to go on the internet, but it is also true that we come off better and better on the web where it is not easy to achieve the same presence as in the physical world.
Several initiatives have boosted our online presence in recent months, all aimed at making customers the heart of what we do and providing value in environments such as social networks, where users already move around regularly.
In this way, our customers can already find answers to their enquiries on Twitter or Facebook in
Paraguay, the US, Venezuela or Spain (UNOe), they know our products and discounts in Argentina, Peru or Puerto Rico and follow our campaigns in nearly all countries. Some specific interest groups also benefit from our online advice services, such as SMEs in Spain and Mexico. (See full BBVA map on the Web)
We are also strengthening our online presence in other areas. With regard to Corporate Responsibility, not only have we opened a global channel (Bancaparatodos.com) with a presence on Twitter, but actions such as Valores de Futuro (Future Values), the Papagayo Program or Niños Adelante (Children Forward) are also present on internet. In the same vein, it is possible to follow the latest on the Liga BBVA or the BBVA Ruta Quetzal trek on practically any platform and, at the same time, be up-to-date on all our corporate information on social networks (Press on Twitter), the Fundéu activities, BBVA Research and the many initiatives having come out of the Innovation Department (CIBBVA, Planta29.com, Actibva, etc.). HR also has different activities across all areas.
In all, ensuring our internet presence is similar to what we already have in the physical world is down to us all, since the perception our customers have of us comes from the physical world and is shown online, and vice versa: it also starts online and comes back to the branches.
We are starting to come off well on internet but we can’t let our guard down, since ensuring our image continues to be positive and even better depends on a daily battle to offer customers valued solutions across all possible areas: on- and offline.
Let’s continue to work on it.
Txema Valenzuela, Director of Online Communication, BBVA Group
