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Marketing and customer satisfaction
ABI's monitoring of customer satisfaction
ABI’s Monitoring of Customer Satisfaction (established in collaboration with GfK Eurisko) provides participating banks with very detailed information on customer behavior, attitudes and expectations regarding banking services in general and services offered by specific individual banks. ABI has been studying the retail market for approximately 15 years on the basis of market surveys conducted among a large sample of Italian banking service users. In particular, data collected includes customer satisfaction levels and several aspects of bank-customer relationship: staff, service provision, value for money, information, brand, distribution channels, etc.
Data collected in the survey allows participating banks to use such useful information to improve their relationships with their customers; the survey also provides banks with benchmarks regarding their business to enable them to conduct competitive positioning analyses. Three different areas of analysis are established: one dedicated to households; one dedicated to small-sized companies (1 to 19 employees) and a final one dedicated to medium-sized companies (20 to 250 employees). The analysis typically implies different models of analysis.
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ABI's monitoring of mobility and business performance
For several years, ABI – in collaboration with Bocconi University – has been monitoring banks’ customer relationship stability and strength. The methodology of the research was shared with a banking working group. It identifies a customer fidelity and bank business performance measurement model, which includes indicators such as: customer mobility, new customer acquisition, growth rate, cross-selling, average pro-capite customer’s financial assets and financial exposure.
This survey, which is based on data collected from a sample of banks, is referred to the following segments: households; small businesses, and very small-sized and medium-small sized companies (up to 5 million euros of turnover); the study identifies distinctive business performance indicators.
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ABI’s Monitoring of multichannel distribution
The MCS Department conducts periodical studies, among consumers and banks, about behaviours and attitudes towards the use of different distribution channels (branch, Internet, phone, etc…).
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ABI’s European activity
The MCS Department provides support to those European activities regarding customer relationship issues in which ABI is involved, as a stakeholder, by European regulators. In particular, the MCS Department supplies information and, where available, data on those subjects concerning customer behaviours and attitudes towards retail banking and distance channels. The aim is to establish a mutual collaboration with European institutions in order to improve competition in the European retail banking market.
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