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Business / Finance

Loyalty of Russians to banks was on a five-year low monitoring of the banking press 13.02.2020 at 05:40

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More than a third of Russians (34%) are not satisfied with their main Bank and may be looking for a replacement, the survey of the analytical center NAFI (have RBC). Citizens not satisfied with the quality of services, and they do not want to recommend the "native" credit institution friends and acquaintances.

the Proportion of such clients is growing for five consecutive years, which affects the overall level of citizens ' loyalty to banks: a so-called NPS (Net Promoter Score; willingness to recommend the Bank) in 2020 dropped to five points. This is almost three times less than last year. Loyalty was the lowest since at least 2016 — from this moment NAFI publishes statistics.

How to measure the loyalty of Russians to banks

NAFI conducts annually a nationwide survey on the attitude of customers to credit institutions. Respondents are asked how much they are willing to recommend their Bank to friends and acquaintances, and offer to choose from zero to ten, where zero means "definitely not recommend" and ten would "definitely recommend". Respondent himself calls what organization he considers the main.

Then the respondents are distributed into three groups depending on their relationship to "native" to the Bank: on satisfied customers who are willing to recommend their Bank to friends ("supporters"), passive, satisfied with quality of services, but do not want to recommend a lending institution to someone else, and most critical, which not only do not praise your Bank, but may be looking for an alternative. The coefficient of loyalty, or NPS, is the difference between the shares of satisfied customers and critics (in percentage points).

the Latest survey NAFI conducted in December 2019. It was attended by 1,600 people over 18 years out of 150 localities in 52 regions of Russia. The statistical margin of error does not exceed 3.4%, according to the study.

According to the NAFI, in 2019 the share of "supporters" of credit institutions remained almost unchanged — it increased from 38 to 39%. The drop in the level of loyalty occurred because of the transition of clients from the neutral to the category of critical. The proportion of citizens who are generally well disposed towards "native" to the Bank fell 11 percentage points to 27%. The proportion of critics has increased by 10 PP

Why is growing dissatisfaction of customers

the Russians have become more choosy and they dont like the advertising activity of banks, said Deputy General Director of NAFI Timur Imametdinov. "On the one hand, growing literacy of the consumer: more and more people read about banks and their products on the Internet, compare the conditions and fees for Bank portals, we can exchange reviews. Accumulate and the experience of cooperation with different banks. All this makes the person more objectively and critically evaluate the banks and their offers, it is easy to "switch" between them", — says the expert. In addition, the banks to increase profits, are trying actively to sell their services, "they do not always like customers."

the Negative attitude of customers to banks may be a response to the growing difference between the premium and ordinary service, the head of the rating service of the National rating Agency (NRA) Sergei Grishunin: "Regular customers are offered a "mass" product with no special features. Hence the growing disloyalty regular customers to their banks and loyalty of premium clients to their".

Work with citizens ' complaints confirms the decrease in the level of confidence in credit institutions, said the head of the onf project "For the rights of borrowers" Eugene Lazarev. According to her, the Russians began a thicket to complain of the imposition of additional services to banks and the collection procedure. "Lower income borrowers creates an additional difficulty servicing debt obligations and, accordingly, provoke further social unrest. As banks have withdrawn from the operation of the 230-FZ (on the protection of the rights of the debtor in the return of arrears. — RBC), collection service, some banks allow themselves incorrectly against the borrowers," — said Lazarev.

While the Central Bank records the reduction in the number of customer complaints about banks in 2019. According to him, from January to September, the regulator received 105,6 thousand complaints from customers of credit institutions, which is 1.2% less compared to the same period of 2018. 38.9 percent of complaints touched on issues of consumer credit.