A branch of Alfa Bank, the top-rated bank in the PricewaterhouseCoopers and Senteo survey
Photo: Dmitry Lebedev
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Sberbank Sinks in the Eyes of the Public
The PricewaterhouseCoopers auditing company and Senteo market research firm have completed their second annual joint review of Russian retail banking, with an analysis of 51 banks in Moscow and St. Petersburg. Russia’s largest bank, Sberbank (The Savings Bank of Russia) has fallen ten places in the rating, “Customer Experience Index – 2008: Who Is Winning the Retail Banking Race in Russia.” Every bank is rated on a five-point scale on five elements: brand identity, marketing effectiveness, convenience, line of products and customer service.
In first place this year (as last year) was Alfa bank. VTB 24 maintained its place at 13th and Promsvyazbank remains at 17th. MDM Bank climbed 22 positions in a year to take 2nd place. “We have introduced new procedures for working with clients, a new system to handle client complaints, in particular, and have trained our employees,” explained MDM vice president Anatoly Krainikov. Globex, Trust and Sobinbank also rose in the rating, to the 13th, 12th and 10th places.
The steepest fall in the rating belonged to Zenit Bank, which fell 20 places to 39th. The Bank of Moscow fell from 11th to 23rd place. Sberbank fell from 14th to 24th place. Its indicators declined in all five categories. Bankers say work with clients is the state-owned Sberbank’s weakest point, although bank president German Gref has repeatedly stated that client orientation is one of the main directions of the bank’s development. “Unlike commercial banks, there are not especially any stimuli for Sberbank to change its service,” noted Probiznesbank first deputy chairman Eldar Bikmaev. “People go to Sberbank for reason not connected with service, like dependability of deposits, lower interest, and the ability to pay utilities bills.”
www.kommersant.com
All the Article in Russian as of June 27, 2008
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