Banks are still trying to reach more clients in Colombia. While they know that, the business tries to compete by trying to retain them and improve financial inclusion indicators. The country occupies an honorable third place in Latin America in this indicator and hopes that 8 out of 10 Colombian adults will have at least one financial product in 2018. Each bank has tried by its strategy to see itself as more human that is on the side of its clients to achieve their dreams and that has the best talent in each office to provide a solution to the needs of its customers.
The CIV firm in Colombia has been measuring the perception of bank users for 10 years and has just announced the results for 2016. For the tenth consecutive time Helm Bank achieved the first place of satisfaction. Emotional closeness with its clients among the top 12 Colombian banks due to its philosophy of service focused essentially on the customer experience and the fulfillment of its promise of service.
The most difficult thing to achieve in relationship models is the sense of belonging that results not only from positive experiences. To support the client’s trust, but also from the construction of differentiating values compared to other market options explains Juan Pablo Granada President of the appraisal firm and market expert. If in the past you have not been able to get a bank loan, check it out because for this reason you cannot be denied a loan.
The study collected the opinions of 3,300 Colombians over 18 years old with some product in the 12 banks analyzed. For the sample, the cities of Bogota, Medellin, Cali, Barranquilla and Bucaramanga were taken into account. The methodology is the same that is applied in the United States to measure the perception of consumers about a product or service following the ACSI (American Customer Satisfaction Index) model of the University of Michigan with presence in more than 25 countries.
According to the report, these are the banks with the closest emotional. According to the CIV, satisfaction in Colombia is higher in the economic strata 1, 2, 3 and 4 (76%), as is the average for the sector. In strata 5 and 6, satisfaction falls by one point and reaches 75%. In recent years, overall satisfaction for all banks has been 76% in 2011, 79% in 2012, 79% in 2013, 80% in 2014, 73 in 2015 and 76 in 2016, as mentioned above. Satisfaction in women is higher than in men, with 77% and 75%, respectively.
In 2016, 12% of customers in the sector filed complaints but the rating of the handling of the banks to the claims of their customers remained at 55 out of 100 reflecting a low level of response to the needs of customers.