Correlation of services with Maslow's pyramid helps to increase customer satisfaction, - member of Board of OTP Bank
When implementing digital services, developing digital products and working with customer experience, the OTP Bank team correlates its approaches with 4 aspects of customer values. This was stated by Oleg Klymenko, Member of the Management Board of OTP Bank responsible for retail business development, during the conference DIGITALIZATION BANKING: the next stage - 2024, organized by the International Financial Club BANKIR.
"OTP Bank is working to improve customer satisfaction in four aspects: functional, emotional, life-change, and social. Most of the competition in banking digital services takes place at the first level - functional. But when you have an operational base, you can start working with emotions," he said.
According to the banker, the Bank's Information Center uses AI technologies to analyze customer emotions. "We distinguish 8 different emotions, and when a customer calls, we track their mood by the timbre of their voice. This is necessary for the manager to understand the interlocutor as correctly as possible, because where there is human-to-human interaction, sometimes there can be misunderstandings. Instead, artificial intelligence allows the operator to better navigate the situation," emphasized Mr. Klymenko.
Life-change, according to the banker, helps customers learn how to use new products that improve their living standards. "One such example is the online purchase of government bonds in the OTP Bank UA app. This is the most convenient and comfortable way to get acquainted with this instrument of investing in government bonds," emphasized O. Klymenko.
Accordingly, the life-change level allows customers to move to the social level. "OTP Bank cooperates with the prosthetics center Superhumans Center. To raise funds, we held two charity auctions, one of which was fully implemented in the app. It's like a game, because each auction contains a game element combined with a social mission," he said.
According to internal research, the NPS level at OTP Bank increased by 8% in 2023 and amounted to 58%. 93% of the surveyed customers are satisfied with the work of the Information Center operators, and 97% with the work of the branch employees.
As a reminder, the charity Christmas auction held in the OTP Bank UA app raised UAH 5.8 million. All the funds were transferred to the Superhumans Center to provide prosthetics to Ukrainians.