Customer-centricity – introduction
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[103-1]
Explanation of the material topics and their boundaries
1) Relationships with customers, customer satisfaction and data security
2) Prevention of financial exclusion, financial education Explanation of the material topics and their boundaries
1) Relationships with customers, customer satisfaction and data security
2) Prevention of financial exclusion, financial education
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[103-2]
The management approach and its components
1) Relationships with customers, customer satisfaction and data security
2) Prevention of financial exclusion, financial education The management approach and its components
1) Relationships with customers, customer satisfaction and data security
2) Prevention of financial exclusion, financial education
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[103-3]
Evaluation of the management approach
1) Relationships with customers, customer satisfaction and data security
2) Prevention of financial exclusion, financial education Evaluation of the management approach
1) Relationships with customers, customer satisfaction and data security
2) Prevention of financial exclusion, financial education
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[Custom indicator]
Key actions to increase customer satisfaction
Key actions to increase customer satisfaction
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- [PRB 3] Go to indicator list
One of the bank’s priorities is customer-centricity. It means that we adapt to our customers’ expectations, focusing on providing them with products and services that meet their needs. When designing solutions we put the customer in the centre of attention. Thanks to this, we implement the bank’s strategy aimed at facilitating everyday banking.
Increased client sensitivity is a fundamental element in improving the fulfilment of the brand promise: The Bank As You Want It/ You Bank As You Want. According to the brand promise, the bank adapts to the changing needs of its clients at every stage of their life. This is confirmed by research results – as many as 90% of customers are satisfied with the offer tailored to their needs.
In 2019, our customer experience management strategy was based on three main pillars:
Listening to the Voice of Customer with in-depth analysis of business data and market trends
In our work on service quality, the starting point was to identify key areas of customer dissatisfaction. We identified them on the basis of customer surveys and analyses of business data and current consumer trends. We obtained feedback from customers on a continuous basis through:
- benchmarking studies, which allow to determine the position of the bank against the competition,
- relationship research during which clients are asked to evaluate their relationship with the bank,
- transactional research based on the client’s various interactions with the bank (in particular, with the branch, partner outlet, Select advisor, etc.).
In addition, we carry out mystery shopping surveys, as well as in-depth, thematic ad hoc surveys. In 2019, a team of interviewers was created in the Multimedia Communication Centre, thanks to which some research is carried out by the bank on its own. In this way, we can manage the surveys more flexibly, launch them faster and, consequently, react to their results more quickly.
Customer experience design (Service Design)
Described in section Agile in practice.
Customer-centric projects
In 2019 we launched the following projects:
- New standards of customer service – recommending more casual behaviour of bank advisors and encouraging them to try to handle customer’s request at one time (FCR).
- „Clear Thing” – a project to simplify communication with customers.
- Increasing the competence of employees in the field of service design (EDU Service Design).
- The Customer-centricity Week in the bank, during which workshops, lectures and discussions were held and articles and videos were distributed to broaden and deepen our knowledge about the needs of customers in today’s world.
The effects of these actions will be visible in 2020.
