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CHAPTER 6 Our stakeholders Our customers · Our suppliers

During 2015 we launched the Custo- mer Experience project to ascertain our customers priorities and motiva- tions and detect all customer interac- tions with Cepsa, evaluate them and identify opportunities for improvement.

To further improve our customer ser- vice we need the participation of all stakeholders involved, including our employees. In this respect, we have carried out various actions that en- courage professionals who have direct dealings with customers to identify needs and opportunities, and to adapt the products and services we offer a- ccordingly. In 2015 we worked on the following initiatives:

Coaching at the point of sale : this project was launched to provide per- sonalised training tailored to Cepsa s professionals at each point of sale, in order to improve customer service.

A total of 206 employees have re- ceived training and the proposed objective has been met, this being to achieve a 10% improvement in scores in the selected variables. This project will be extended to cover the entire service station network in 2016.

IMAS system, through which we collect information on the level of service quality at Cepsa service sta- tions. In 2015 we have conducted more than 5,130 visits to service stations which have resulted in more than 10,200 corrective actions (32% more than in 2014) related to information provided, cleaning and maintenance, customer support and services. This system is already fully implemented in the service station network and is a very useful tool to continue progressing in the improve- ment of the services offered.

We seek to offer synergies with other products and services of both the Company itself and third parties, es- tablishing alliances and internal and external collaboration schemes that will allow us to offer added value to our customers.

Through the Porque Tu Vuelves pro- gram, we make continuous efforts to improve the benefits offered to our customers which result from the de- tection of synergies among Cepsa products. This year we have incorpo- rated new benefits such as earning discount points for home purchases of diesel, purchases in third party esta- blishments and the online store.

In 2015 we have established alliances with Carrefour, Banco Popular-e, Línea Directa and Endesa through which our customers have obtained exclusive benefits that reward their loyalty to the Company.

We are committed to continuous im- provement and in 2015 we launched Cepsa Pay, a revolutionary application to make it easier for our clients to refill the car. This application allows users to pay for refilling the car from their mobile in a quick, easy and safe way across all of Cepsa´s network of ser- vice stations.

CONTINUOUS IMPROVEMENT