Banking market survey: lack of loyalty

Romir, Russia’s largest private holding that specializes in marketing, media, and socioeconomic research and represents Gallup International in the country, conducts a banking market survey. Bank customer satisfaction was assessed using the NPS (Net Promoter Score) methodology. NPS is a metric related to the customer’s willingness to recommend a company to their friends or relatives as well as to customer satisfaction and loyalty.

The results have shown that the share of "promoters" (loyal customers) is almost equal to the share of "detractors" (people who give negative feedback on the company).

With an NPS of 26% and the share of loyal customers reaching 50%, Tinkoff has become the absolute leader among Russian banks – three times higher than the nearest runner-up.

50% of Tinkoff’s customers are “promoters” with only 24% of “detractors”. High-income Russians aged 25 to 34 are the ones most willing to recommend Tinkoff.

The banking sector survey involved 1,500 respondents representing urban dwellers and reflecting the structure of the Russian population by gender, age, a federal district, and type of urban settlements with over 100,000 inhabitants.