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7.4.1. We reconnect by being
relevant, reliable and accessible

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The Quality Management System in Telefónica Movistar’s
Integrated Management System has the goals to:

Achieve the best customer experience and satisfaction.

Constantly strive to meet the standards, and requirements of customers and other stakeholders.

Promote the quality of our services through the continuous improvement of our processes and the development of products and services.

Based on these objectives, the Company’s main
achievements in 2020 were as follows:

Passionate about customer satisfaction

In 2020, the Customer Satisfaction Index (CSI) ended the year at 8.06 (+0.17 from 2019), which established Telefónica Movistar as the leading company of the telecommunications sector in Colombia in this indicator. Furthermore, the Company managed to maintain the GAP Model positive regarding competition. The CSI is an indicator that has not only had sustained growth in recent years, but that in 2020, in the middle of the complex COVID-19 crisis, achieved a significant increase from the 2019 result, which demonstrates Movistar’s commitment to customer satisfaction.

CSI evolution

Reinforcing customer loyalty

As well as customer satisfaction and with the aim to keep strengthening its commitment to its customers, Movistar managed to maintain the customer loyalty indexes, as demonstrated by the Net Promoter Score (NPS), which ended 2020 at 31% (+2% from 2019). This score rates the Company as the best operator in the telecommunications sector and demonstrates the customers’ recognition of the Company’s products and services, as well as their recommendation of them to other users. Similarly, the GAP Model ended the year with a positive result.

NPS Evolution

Strengthening the customer promise

As well as solutions designed to respond to the customers’ connectivity demands, Movistar invested efforts in improving the service provided. Two notable projects to achieve this were:

B2C Close the Loop:
Aimed at detractor or unsatisfied customers with no solution in the channels. Its start-up enabled the management of more than 2,200 customers, generating an improvement of more than 36% in the NPS among customers attended.

Shorter Periods of Silence:In call center calls, which decreased 33% by the end of the year, as a lever to improve the average handle time (AHT) and satisfaction in the channel.

Digital trust

In 2020, one of Telefónica Movistar’s main commitments was to increase its customers’ digital trust. With the accelerated digitalization generated by the COVID-19 pandemic and the risks that this situation posed for users in the digital environment, this issue was a priority during the year, not only to prevent actions that would affect the digitalization, but

also to prepare and contribute to the economic recovery. To achieve this, 250 initiatives were designed and implemented for the development of new products and services led by the different agility trains and other areas of the Company, ensuring the customers’ information security and the reliability of our products and services. The notable initiatives in 2020 were:

Response to COVID-19

At the start of the emergency, the Security, IT and Customer Service departments worked to ensure the B2B and B2C service channels to provide continuity to the service with the required levels of security.

Employee training

To generate a security culture, ongoing training was carried out throughout the year on topics including management of remote working, secure access and management of VPN, and encoding systems to manage internal and external information, achieving 100% adoption of knowledge of the good security practices established by the Company. An important part of the training component was the design and launch of new courses on information security and personal data protection.

Recertification in ISO 27001

As an example of Telefónica Movistar’s commitment to protect the information of its customers and other stakeholders, in 2020, the Company obtained recertification in ISO 27001 with the scope of the data center, external clients and billing.

Fingerprint biometrics

The implementation of fingerprint biometrics for sales agents was reinforced and assistance and support in experience centers were continued. Thanks to these initiatives, the average monthly use of biometrics increased 12% from the previous year2.

Applications of the SOX scope

100% of the roles and profiles model was defined and implemented in these applications to comply with the controls of the statutory and internal audits, and security was reviewed in the code for applications, which in turn, reduced bad practices in development.

2. The Company’s support in the implementation and start-up of control tools and the joint work with the supporting bodies, such as the National Registry of Civil Status, enabled us to have online data, minimizing the risk of identity theft.

Information security

As part of the Enterprise Management System, the Information Security Management System is governed by the following principles:

  • Principle of legality: Comply with the laws and regulations.
  • Principle of efficiency: Comply with the required level of security
  • Principle of correspondence: Keep safe the assets made available to you by the Company

Based on these principles, Movistar’s information security intends to achieve three key objectives:

  • Ensure the integrity, confidentiality and availability of information and its related assets.
  • Identify the risks to information security on time and generate actions on them.
  • Meet the legal requirements related to information security.

To achieve these objectives, more than 1,100 warnings that represented some kind of threat or security risk were satisfactorily identified and handled by the cyber-intelligence response team, CSIRT and Red Team. Then, the identified security risks to the Company’s critical technology assets were managed. The above was achieved thanks to the support of the technical and business areas, together with the manufacturers and partners as part of a collaborative model.

The relevant incidents presented during 2020 were also satisfactorily managed, which did not have any impact on customers, the data protection sphere, or the reputation or regulatory issues. On the other hand, deception campaigns and criteria for use were designed and implemented, which permitted the identification and management of more than 8,200 commitment indicators and the integration of around 1,400 technology assets into the Security Incident Event Management (SIEM) platform.

Thanks to this security management, in 2020, the Company did not report complaints from users or authorities of violations of customer privacy or loss of personal information (GRI 418-1).

With the aim to measure the digital trust activities carried out by Telefónica Movistar, in 2019 and 2020, the Company participated in the assessment by Fundación Karisma on the commitment of telecommunications companies to people’s rights and digital security. According to the results of the ¿Dónde están mis datos? 2019 (2019 Where are my data?) report (see QR code), which were published in 2020, Movistar obtained the best rating of telecommunications companies, with a good performance in each dimension: policy commitment, proximity, freedom of expression, and digital security. These results demonstrate Movistar’s commitment to diversity, accessibility, privacy, the rights of its users and transparency.

Other notable projects include: (i) Movistar Money, (ii) Update of the U2020 platform, (iii) Assurance of the Movistar.co website and App Mi Movistar, (iv) Amazon Prime, and (v) Assurance of NETWORK infrastructure for IT and internet management.

Through the Red Team, around 100 intrusion tests and 270

vulnerability analyses were conducted on the Company’s technology assets. Additionally, Security Management actively participated in high impact projects and managed them to close the identified technical vulnerabilities.

Additionally, after the launch of the Personal Data Protection Center in 2019, an awareness-raising process was carried out in 2020 on its operation.

Accessibility for disabled people

Telefónica Movistar has established itself as the first accessible telecommunications company in Colombia thanks to the design and implementation of a strategy of access to mobile and digital services focused on the needs of the disabled population. At the end of 2020, the notable achievements of this strategy were:

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32 accessible experience centers operating in Colombia, which provide a specialized service to disabled people for purchasing and/or advice on products and services, as well as responding to requests or complaints by disabled customers or users.

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Integration of SERVIR, the sign language interpreting service managed by the National Federation of the Hearing Impaired of Colombia (FENASCOL, for the Spanish original) to attend to hearing impaired people in the 32 accessible experience centers. Until 2019, the interpreting service was provided by the Relief Center of the Ministry of ICT.

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Training on the use of SERVIR by FENASCOL to more than 100 sales advisors of the experience centers in Colombia.

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Update of the Special Service Protocol for the Hearing and Visually Impaired for the in-person channe

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Catalog of accessible terminals, which indicate whether the cellphone devices have accessibility settings for the visual, auditory, motor and cognitive experience.

Additionally, Movistar continues to provide services for disabled people through other services implemented in previous years, such as the call center for the hearing impaired and accessible websites for hearing and/or visually impaired customers and users.