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.