UBI Banca Group

objective of the customer satisfaction survey is recognised as increasingly more central, which
means that it now plays an operational rather than a mere reporting role.
One of the main aims of the survey is in fact to improve the quality of services provided and to
develop commercial and customer relationship strategies. As a consequence, the consultation
project is losing its character as a project and is becoming a process, while consultation has
turned into dialogue.
Approximately 134,000 customers were interviewed in 2011 in three markets. This allowed a
satisfaction score (TRI*M INDEX* 9 ) to be assigned to each organisational unit involved in
customer relationships.
During that same period approximately 21,000 interviews were carried out on the customers
of competing banks (in order to define a benchmark), a large sample, because of the need for
comparative data at local
level and benchmark
Group satisfaction index
readings for each province 58
in which the Group
57 57
operates and also to 57
improve the accuracy of the
56 56
56 56
56 56 56 56
56
analysis.
The results of this survey,
which requires extensive
customer involvement,
rewarded the work which
the Group carries out with
retail counterparties: the
satisfaction score for UBI
Banca 10 was 56 points,
three points above the
benchmark.
The Group also succeeded in increasing the degree of corporate client satisfaction in a delicate
period historically for the market and for relationships with the banking sector: the TRI*M
INDEX actually increased by two points compared to 2010, with a score of 54 points.
The score for private banking customers implicitly confirmed the difficulties caused by a crisis
that has not yet ended, with a confidence level of 52 points for this customer segment (down
by three points compared to 2010).
Having reached the third year of
the surveys and data analysis, it
is now known that the
destruction or creation of
customer satisfaction hinges on
the relationship which is
establised with the customers
themselves.
55
54
53
52
51
53
52
2009
index
55 55 55 55
53 53 53
52 52
Jul-10 Sep-10 Oct-10 Nov-10 2010
Index
55 55 55 55 55 55
55
With average satisfaction (on a scale of one to ten) of eight, which rises to 8.6 for relationships
with habitual contacts, customers recognise the following qualities in the UBI Banca Group:
the ability to keep its promises; it allows customers to speak to habitual contacts in the bank;
it is precise with its transactions; it pays attention to safeguard a customer’s interests.
The survey also provides information on areas for improvement requested by customers: more
proposal making; more post sales attention; and when problems arise (even if only 10% of our
customers declare they have had any), more effective management of them.
53
53 53
54 54 54 54 54 54 54 54 54
53
52
53
52 52 52 52 52
Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 2011
Index
Retail Corporate Private
How satisfied are you with your contact?
Base: total sample
AVERAGE 8.6
6 11 82
Score 1‐6 Score 7
1
9 The score measures the level of customer satisfaction as the weighted sum of the judgements which interviewees make of the Bank
on the basis of four variables: two linked to the degree of satisfaction (overall satisfaction and recommendability) and the other two
which measure fidelity (probability of repeat purchases and advantage over the competition).
10 The scores for 2009 and 2010 are different from those published in the 2010 Annual Report, because they have been recalculated
following changes to the reference scale, which was enlarged to improve the accuracy and to therefore refine the analysis.
54