EPSI Russia
Press-release 2007: Mobile Telecom Providers, B2C

These are some of the results from the recently  conducted studies among mobile telecom and banking clients in Russia. The study has been conducted as an integral part of the Pan European Performance Satisfaction Initiative (EPSI Rating). The EPSI wave 2006 in Russia was skipped. Previously measurements were held only in Saint-Petersburg where mobile telecom and banking market is divided differently from Moscow and from regions. This time observations were collected from bigger geographical territory. It was the first time when EPSI survey in Russia covered rather large territory: Moscow, Saint-Petersburg, Povolzhie, Centralno-Chernozemny rayon, Ural, Siberia, Kaukaus. We should take into consideration different conditions under which this present survey was conducted. For this reason we should be careful with comparisons and making conclusions. The information represented in this press-release is recommended for comparison with future results in order to provide comparability. This study is done in order to support the development of customer oriented and driven services throughout Europe.

This study is based on interviews with 1113 individuals in Mobile Telecom and 961 individuals in Banking. The data collection company IVOX contact centre coordinated it through telephone. EPSI Rating using the same approach and model as in the 20 countries that are the part of the initiative does all analysis. Thus, the results can be compared with those available on an annual basis from other European countries.

*Customer Satisfaction measure functions as a leading indicator capturing crucial information about future trends and market development. There is also a strong positive relationship between Satisfaction – driving Loyalty – towards Profitability.

The satisfaction index is reported on the scale 0-100. The higher score the more satisfied customers. Averages usually fallin the region 60-75. Any company receiving a score above 75 has a strong position among its customers, while those below 60 face risks of loosing the customer base. The statistical precision is good for overall results and a difference of 2 units or more for the company specific result is significant. For country average differences of 1 unit or more show statistically valid differences.

 In general Russians are much more satisfied  with mobile communication than with private banking. Level of loyalty is also higher in telecom than in banking.

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Mobile Telecom, B2C

• This survey covers final customers of the main players in mobile telecom, which are MTS, Megafon, Beeline and the group “Others”, including Tele2, SkyLink and some local providers.
• EPSI survey in Russia was skipped in 2006, but in comparison with 2005 EPSI is approximately the same, about 74.
• On the contrary, average Loyalty lost more then 5 units.
• Beeline subscribers are the most satisfied and loyal customers in Mobile Telecom B2C in Russia
• MTS takes the second place in terms of EPSI and loyalty.
• Megafon  takes the third place in terms of EPSI but unlike it was in Saint-Petersburg, in Russia it has the least loyal subscribers. Though the Satisfaction index is rather high, Loyalty of Megafon subscribers is lower than the average level.
•  In the group “Other” satisfaction and loyalty are lower than the average level. But this is the only group where loyalty index exceed satisfaction index so significantly.

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Banking, B2C
This survey covers final customers of different banks operating in Russia.
Currently the total quantity of banks operating in Russia is 1144. State bank «Sberbank of Russia» takes the largest market share in terms of private deposits – about 53%. VTB24 – takes the second place but has only 3% of market. The third place is taken by Bank of Moscow having only 2% of market share. However random calls in chosen regions revealed other second and third leaders.  Due to covering regions the bank №2 is Russky Standard (which is only 41 in Top-1000. Market share in terms of private deposits is only 0,25%) and the bank №3 is Reiffeisen (which is the 6th in Top-1000. Market share in terms of private deposits is only 1,4%). Reiffeisen is the most popular bank in Moscow after Sberbank. But in Saint-Petersburg the situation is different. The second popular bank is Baltiisky which is a local one, but it’s included in the group “Other banks”.

• EPSI survey in Russia was skipped in 2006, but in comparison with 2005 EPSI increased significantly: from 63 to 69,1.
• But Loyalty is 70,1 which is close to the meaning of the Loyalty Index in Saint-Petersburg in 2005.
• Only «Sberbank of Russia» and banks included in the group “Other” demonstrate Satisfaction and Loyalty Indices higher than average indices in the industry.
• “Sberbank” takes the second place in terms of satisfaction but it has the most loyal customers.
• Satisfaction and Loyalty indices of the bank “Russky Standart” and “Reiffeisen bank” are lower than the average level.
• The bank “Russky Standart” should pay the attention to the significant negative difference between EPSI and Loyalty.

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Leading companies in Mobile Telecom B2C and in Banking B2C in terms of EPSI

However the Loyalty Index is of more interest for companies since it demonstrates the willingness of customers make purchases again and again.

Leading companies in Mobile Telecom B2C and in Banking B2C in terms of Loyalty