To use and efficiently manage the large quantity of information collected from customers via the various channels, “Voice of Customer” was launched at the end of 2013 with the objective of collecting the suggestions and assessments received from customers within a single device. In 2014, three types of interviews were integrated into the system: telephone interviews to measure the satisfaction of retail customers (75,600 interviews), e-mail interviews on the customer experience with regard to products and services (656,000 customers involved) and interviews on satisfaction with the in-branch service received, conducted on the Internet banking points available to customers of all branches (25,000 questionnaires filled out).
During 2014, Intesa Sanpaolo also launched a programme for the development of the model for measurement and management of customer satisfaction. One of the principles driving this change was the focus on call-to-action, that is the ability to generate and recommend targeted improvement measures. For this purpose, Customer Experience surveys on various services were carried out, involving retail and small business customers: customers were sent an email where they expressed a rating from 1 to 10, followed by an online survey through which they provided their considerations with regard to the process of purchase/subscribe to the service. Customers who provided a negative rating were contacted in order to understand the reason for their dissatisfaction. The objective was to demonstrate proximity to the customer and monitor the sales processes.
Analysis of the feedback collected from customers resulted in the establishment of working groups in 2014 in order to improve processes and services with regard to payment cards, loans and mortgages, and to the implementation of dedicated projects to improve in-branch services (see “Insieme per la Crescita” - Together for growth @). The request for faster and more streamlined processes resulted in an increase in the products and services offered via internet banking (see “Multi-channel Bank” @).
Retail and Small Business customers in Italy
The Intesa Sanpaolo Group carried out surveys on customer satisfaction and on Branch Customer Satisfaction in 2014 as well, via 75,600 telephone interviews with Retail and Small Business customers. Positive satisfaction levels were again recorded across all segments (household, personal and small business), recording a Net Satisfaction Index (NSI*) of 13.
For approximately ten years now, a survey of the population with access to banking services in Italy (Benchmark survey) has also been conducted, in order to assess the positioning of Intesa Sanpaolo with respect to the competition in the Bank-Customer relationship. Between July and September 2014, nearly 14,000 households and Italian independent workers were interviewed, of which over 2,600 of the Group and over 11,000 of other Banks or Banco Posta. Customers of the Group declared an Instinctive satisfaction and Rational satisfaction lower than the competitors (respectively NSI of 9 versus 16 and 23 versus 30); the opinions of the customers of Intesa Sanpaolo are positive regarding the various access points examined, but lower than the market.
Corporate customers in Italy
Each quarter, the Intesa Sanpaolo Group conducts a survey on economic performance, on the demand for credit and on the satisfaction with one’s bank, through telephone interviews with approximately 8,000 representative cases of Italian companies (excluding agricultural companies, financial companies and public administration). The data are analysed for the Small Business1 and Corporate customers2.
The Customer Satisfaction index3 is recorded solely with regard to the “main bank” declared. The results were not positive in 2014, but they indicated improvement and were higher than market values for both segments.
Large Corporate Customers4
Intesa Sanpaolo promotes listening and communication initiatives to understand the needs of large corporate customers within the relationship with the bank, making the customer's opinion an integrated part of the decision-making and strategic processes.
In particular, a telephone-based qualitative-quantitative survey was organised in 2014, with the aim of collecting the opinions of certain selected customers (193 Italian and foreign corporate companies) on the current economic scenario and on key issues, including internationalisation and innovation. The response rate was 61%; the CSI (Customer Satisfaction Index) was 77 out of 1005.
Surveys to assess the quality perceived and the areas for improvement with regard to Start Up Initiatives continued through paper questionnaires distributed to participating investors, observers and customers. For 2014, the Net Promoter Score6 involving 235 respondents was 60%.
International Subsidiary Banks Customers
2014 also saw the continuation of “Listening 100%”, the International Subsidiary Banks listening programme aimed at systematically measuring the level of customer satisfaction and identifying any causes of dissatisfaction in order to improve the level of service offered.
The monitoring system is adopted by 9 out of 10 banks and in 2014 a total of nearly 90,000 telephone interviews were conducted on representative samples of retail and SME customers abroad, involving both internal customers (over 60,000 via 3 surveys) and external ones (nearly 30,000 via 3 benchmark surveys).
The data collected in September 2014 show general stability in the satisfaction level across the different banks involved in the survey, with some positive signs compared to the 2013 findings. Overall leadership in satisfying customers in the majority of countries in which the Group's International Subsidiary Banks operate was confirmed.
The third edition of the “Customer Satisfaction University Award” project concluded in 2014, involving 5 of the Group's International Subsidiary Banks. The initiative, which aims to recognise and reward project excellence on Customer Care issues, was implemented in partnership with the main universities in the countries involved.
The Intesa Sanpaolo Group ensures ongoing monitoring and rapid response to complaints, aware that such action encourages customer retention and improves its reputation.
In March 2014, the Parent Company's Complaints Office launched the project “Evolvere la gestione reclami” (Developing complaint handling), to be completed in the first half of 2015, in order to improve the handling of complaints in accordance with regulatory deadlines, increasing the structure productivity and the quality of responses to customers.
In 2014 the complaints received in Italy7 were up by approximately 9% over the prior year.
- Investments. The sharp decline in complaints on Investment Services continued in 2014 (-13.4%), largely due to the absence of particularly major issues and to the reduction in complaints on bonds in default.
- Financing (loans, mortgages and special loans). The cases in this category recorded a sharp increase, particularly for the products “Home mortgages” and “Assignment of One-Fifth of Salary”, for repayments due in cases of early redemption of loans granted before November 2009 (problem resolved with the recent provisions of the Banking and Financial Ombudsman). Complaints regarding so-called usurious interest rates also increased considerably, but were rejected following a judgement by the Court of Cassation in favour of financial institutions.
- Payment cards. A significant decline in cases (-33.4%) was recorded in 2014, especially for fraud and loss (e.g., identity theft on the internet).
- Bank transfers. Complaints regarding bank transfers were essentially unchanged in 2014, due to the slowdown in computer fraud through “phishing”.
- Insurance products. Complaints on insurance products decreased in 2014 (-8.1%). The majority of cases regard the timing or non-payment of claims (especially in the case of death of the contracting party). Specific improvement measures in this regard have already been envisaged.
- Institutional Relations. Claims submitted by customers for assessment by the Banking and Financial Ombudsman (Arbitro Bancario Finanziario) increased on 2013 by approximately 16%, amounting to 778, while those submitted for assessment by the Banking Ombudsman (Ombudsman - Giurì Bancario) were 84, down by approximately 24% compared to 2013.
Complaints from the Bank of Italy were unchanged compared to 2013 and amounted to 1,110 while those from Consob and from the Italian Competition Authority were not significant, as in prior years.
* NSI: Net Satisfaction Index, equal to the percentage satisfied (rating of 9-10) less the percentage unsatisfied (rating 1-6).
1 Small Business customers: companies with a turnover of up to 2.5 million euro.
2 Corporate customers: companies with a turnover of between 2.5 million euro and 150 million euro
3 Index calculated as the difference between the 9-10 rating percentage and the 0-6 rating percentage.
4 With turnover of over 350 million euro.
5 The index was calculated using a structural equation model with latent variables, specifically the "Partial Least Squares - Path modelling" (in literature, PLS-PM). The outputs of the model include the measurement, through a synthetic index, of the overall satisfaction level (CSI - Customer Satisfaction Index).
6 Percentage of promoters (9-10 rating) less percentage of detractors (1-6 rating).
7 The numerical analysis refers to the Group’s Italian operations, excluding the International Subsidiary Banks.