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Zenith, Fidelity others top in customer satisfaction

BY PETER EGWUATU

Zemith Bank Plc, Fidelity Bank Plc, Guaranty Trust Bank Plc and Stanbic IBTC Bank Plc led as most customer satisfaction in the KPMG International result of its 2011 Banking industry customer satisfaction survey which assesses the performance of Nigerian banks in creating value and satisfying their customers.

The scope of the 2011 survey covered two segments: Retail/SME Customers and Commercial/Corporate Customers

In coming up with the results, the organizers polled customers of various banks spread across 10 geographical locations in the country: Aba, Abuja, Benin; Ibadan, Kaduna, Kano, Lagos, Maiduguri, Onitsha and Port Harcourt and ratings were obtained from a calculation of Customer Satisfaction Index (CSI).

According to the survey result released recently: In the Retail/SME customer segment, remarkable in the performance of three banks – Zenith, Fidelity and StanbicIBTC for the first time in three years, GTBank lost its leadership position in this segment to Zenith Bank. The CSI rating for GTBank also dropped from 77.21 to 74 while Zenith maintained a CSI of 75.8 to come tops. StanbicIBTC traveled a long distance from the No 10 position last year to 3rd this year, while Fidelity Bank moved also from 7th last year to 4th this year, with a CSI of 72.2.

This year, banks were assessed on these criteria :Financial Stability (13.7%); Image/ Reputation- 13.1%; Customer Service- 13.1%; Access to credit- 12.2%; Proximity/ Accessibility – 11.8%; Access to ATM & other Channels- 11.0%; Pricing- 10.9%

On the Corporate/Commercial Segment, unlike last year when Fidelity did not feature amongst the top 10 customer-focused banks in the corporates, they were ranked 8th this year with a CSI rating of 74.6. The other top-ranked banks in this segment are GTB, Zenith, FCMB, Access, Sterling, FBN and Diamond.

This year’s survey reveals that for the corporate segment, “Financial Stability” (16.6%) still ranks as the most important reason for maintaining relationship with banks followed by Excellent Customer Service (16.0%). Other key considerations for Corporate customers include: Image/ Reputation- 13.1%; Proximity/ Accessibility- 10.2%; Credit – 9.6%; Range of Financial Services- 8.9%; Parent Company Affiliate- 8.7%; Alternative Banking Channels- 8.5% and Pricing- 8.4%.

For the second time in the history of this survey, Zenith Bank’s leadership in the Corporate banking segment was challenged. GTBank emerged the most customer focused bank with a CSI of 76.1 from a figure of 80.08 for last year. So what they lost in the retail end, they gained from the corporate segment. FCMB maintained its 3rd position while Citibank which clinched the 4th position last year did not make the top 10 list this year.


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