The international consulting company Senteo conducted another study of customer experiences in the banking sector and upgraded the rating of banks CXCI ‘2021.

Based on the results of the study, the Customer Service Culture Index (Customer Experience Culture Index) was determined and ratings of Moscow, Kiev and Minsk banks were compiled in terms of the quality of customer service. The leaders of the Customer Experience Culture Index 2021 are Otkritie Bank in Moscow, Alfa-Bank in Kiev and Alfa-Bank in Minsk.

Alfa-Bank, Raiffeisen Bank, Citibank, Rosbank got into the top five in the overall rating of Moscow banks. TransCapitalBank led in terms of individual quality of contact, Rosbank — in terms of work quality, Raiffeisen Bank — in terms of space comfort and convenience of the environment, SberBank — in terms of the efficiency of the process of solving a client’s problem in a branch, Alfa-Bank — in terms of the overall impression of the “client rating path” from entering department until the end of the visit.

The top five of the overall rating of Kiev banks are UKRSIBBANK, Raiffeisen Bank, Credit Dnepr Bank and A-Bank. Alfa-Bank topped the ratings for all aspects of research. In the overall rating of Minsk banks, the top five included Priorbank, BSB Bank, Belinvestbank and VTB (Belarus). Alfa-Bank topped the rankings for the quality of individual contact, the quality of teamwork, and the overall impression of the “customer journey” from entering a branch to completing a visit. BSB Bank became the initial rating for the comfort of space and the convenience of the environment, Priorbank – a purposeful rating for the effectiveness of solving client problems in the branch.

Senteo experts visited branches of 82 banks in Moscow, Kiev and Minsk in August-October 2021 and assessed the quality of customer service using Senteo’s proprietary methodology. The results of 778 visits to bank branches, noted in the transformation race, rebranding, new banking offers and digitalization, banks do not pay enough attention to expectations and single out customers. Few banks collect pleasant experiences in their branches. there were differences in the level of service in different branches of the same banks.

“Measuring the quality of customer contacts has a high correlation with price sensitivity and customer loyalty. Analyzing volatility in customer contacts is perhaps the most valuable element for banks,” says Founder and CEO of Senteo Michael Ruckman.

“Customer experience culture is a reflection of corporate culture in a prism with customers, and this is a good competitive advantage: cultural presence as a product or aggregate,” – Narrowly focused Managing Director of Central and Eastern Europe and the CIS, partner of Senteo Alexey Veretenov.