Serving Individuals and Families
At UniCredit, we employ precision and perseverance to respond to The scope of our existing and new products and services are the result
the material needs of the people we serve. of in-depht analyses, which we conducted on daily basis. In Germany,
for example, we sent feedback requests to more than 64,700 clients
MATERIAL NEED OUR APPROACH about their daily interactions compared to 10,512 requests sent in
2011. In Austria, we sent feedback requests to more than 67,700
• Maintain close contact with our customers acting
clients about their daily interactions with our bank. We averaged a
on their feedback
Proximity 38 percent response rate, with a 50 percent response rate from our
• Enhance our presence to be closer to customers by
using their preferred channels of communication affluent customer segment. These responses confirmed our customers’
appreciation for open dialogue and registered a satisfaction rate close
• Communicate responsibly to boost consumer
to 90 percent, similar to 2011.
participation
Simplicity and
• Generate a positive impact on customers’ lives by
transparency
simplifying products and services and ensuring to
be easy to deal with
More than 636,000
• Enrich our professional service to provide
customers provided
Service quality client-focused and customized advisory feedback2 in 2012
• Offer concrete solutions to our diverse customer base
Our customers’ perception of services rendered at UniCredit
branches is important to us, and we continue to find new ways to
Proximity collect feedback on this.
Our Group invests in being closer to our customers. We collect and In Germany, we use our self-service terminals to solicit customer
analyze their feedback to develop a holistic understanding of their opinions. Given that these surveys focus on immediate experiences,
main needs. Moreover, we interact with them using their preferred we can collect more detailed information. In 2012, roughly 21,900
channels of communication. individual customers used our self-service terminals.
In Romania, we received 1,652 responses to our surveys which focus
Maintaining close customer contact on our branch services. Given that our front-line employees contribute
We work to gain a better understanding of our customers’ everyday to these moments of truth at our branches, we continued to leverage
realities and challenges. This is why we focus on the nature of their our Branch Network Committee (BNC) to analyze the operational
experience with our bank and how they feel about their interactions and business issues raised by our network. After reviewing customer
with us. complaints, feedback and issues brought to the fore by front-line staff,
the BNC developed action plans to improve customer satisfaction.
In 2012 we continued our regular program of monitoring customer In 2012, the BNC reviewed 90 issues, mainly related to IT
satisfaction across our network and in the majority of our banks we applications and equipment, operations, procedures and workflows.
confirmed our leaderhsip with a better performance score than our The committee instructed relevant departments to resolve these
competitors1. issues, and conducted monthly follow-ups to ensure that solutions
were underway that were in line with our priorities.
To complement the insights culled from our customer satisfaction Because of the BNC and other customer listening activities, our customer
surveys, we collect additional feedback in more frequent, precise satisfaction index score in Romania increased to 69, up from 65 in 2011.
and proactive ways. In 2012, we launched a series of new initiatives
to measure the quality of our customers’ experiences and to Some of the most important moments of truth come from
understand what they are looking for in a bank. customer complaints that put our relationships to the test. With
this in mind, we designed our complaint management system to
Our customer interactions are “moments of truth” for our bank. engage clients and deliver swift responses to them, while tracking
We give to our customers the opportunity to form or change their their perceptions of our complaint resolution processes3.
impressions of UniCredit – whether through a product experience,
sales interaction or a branch visit. In Austria, we continued to carry out our Customer Experience
Measurement project. Through a series of post-complaint surveys,
We direct our attention on these “moments of truth”, by conducting we can evaluate customer perceptions and measure their
different listening activities that use customer feedback to: satisfaction levels after incidents are resolved. Similar initiatives
• refine our service model by improving our current offerings were carried out in Bulgaria, Croatia, Czech Republic, Hungary,
• quickly resolve issues that may dissatisfy clients Russia and Slovenia.
• develop new products and services
In Romania, we conducted interviews through a computer-
We frequently ask customers to give us their opinion after each assisted telephone interviewing (CATI) service within a week
interaction (e.g., advisory meetings, relationship manager turnovers,
branch services, etc.), in order to finetune our banking services and
2. The feedback were provided during customer satisfaction surveys, post complaints
products. surveys and all customers’ experience measurement activities. In CEE, the data
includes individual customers and small enterprises.
1. Refer to the Supplement for more information on our customer satisfaction 3. Refer to the 2010 and 2011 Sustainability Reports for more information on our
(TRI*M Index) performance and trends. complaint management approach and guidelines.
32 2012 Sustainability Report · UniCredit