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SUSTAINABILITY REPORT 2013
Besides these actions, the Ibersol Group became aware
that currently the consumers continuously look for the
best offers, and therefore it is crucial to create a social net-
work that represents an added value to the consumers.
Having this in mind, the Group embraced this challenge
to strengthen the trust and sharing with their customers.
Now it is more important than ever to value good expe-
riences. The customers need to make bonds with the
brands, so there is reciprocity between both parties.
The companies and their brands have to focus their at-
tention on customer relations, and the customer needs
to make bonds to the company, which make him feel
he belongs to something. This is why it is so important
to deliver good experiences, because these can give the
customers a sense of belonging, both through consump-
tion and also through change management, namely in
the area of social responsibility.
Listening to Customers
Customers are at the centre of Ibersol’s attentions.
That’s why it is crucial to audit units by means of the
Mystery Customer program, to measure customer sat-
isfaction levels and to examine and handle any com-
plaints received.
More than 3,800 Mystery Customer audits were carried
out in units in 2013, obtaining an overall average of 92.9
points on a 1-100 satisfaction scale.
The Customer Appreciation Card is a tool permanently
available at units whose specific aim is to measure fac-
tors such as customer loyalty and satisfaction. In 2013
more than 19,000 customer cards were analyzed.
The customer complaints received are essential for cor-
recting problems, besides identifying opportunities for
improvement.
In 2013, the number of complaints fell compared to the
previous year, both in terms of the absolute number,
and also regarding the ratio between the number of
complaints and the number of transactions.
2013 2012 2011
No. Complaints
368 448 465
Transactions
1.85 2.05 2.07
2013 2012 2011
Monthly Average
31 37 39
Customer Appreciation Card
