Customers

In 2008, Telefónica combined significant growth – it reached almost 259 million customer accesses – with improved user satisfaction, which reached 6.92 out of 10 points.

To offer cutting edge services, the group maintained a strong investment pace, investing 4,614 million euros in R&D&I, and a CapEx of 8,401 million euros allowed it to roll out new networks and strengthen its infrastructures. Deployment of fibre optic, with the first pre-commercial offer; exclusive sales of the latest terminals, or the inauguration of the Gran Vía store, 28, the flagship store of the company's network of stores across Spain, are just some of the operator's milestones last year.

Furthermore, its efforts to exceed customers' expectations of perceived quality, using the "Customer Experience" method can also be mentioned. In this respect, fulfilling service provision deadlines, offering 24 hour service, preventing breakdowns or resolving incidents proactively and rapidly were, once again, priorities for the group. In fact, to boost business development and reinforce its customer focus, in 2008 Telefónica set up the Innovation Department and the Transformation Department.

The company also closely tracks citizens' perception of the company. The RepTrak method has allowed it to identify product quality as one of the aspects with the most impact. According to the general public (customers and non-customers), Telefónica exceeds the acceptable minimum, which is 60, with 63.3.