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Consulting company «Finist» recently completed a study of how banks are effectively organize your business. It was found that the efficiency is very low. Case is not hampered by too high a quality of service, bad information to customers, the inconvenience of the offices and their internal arrangement, often not even suggesting desks. This does not add customers love to banks. According to the researchers, financial services - product-specific and requires the sellers are much more effort than the sellers of «good» goods. The most «alert» and «friendly» banks researchers acknowledged « Uniastrum Bank» and Citibank . The most «inconvenient» Bank, where often there are no tables, no chairs, was « Russian Capital ».

objects of study under the title «The efficiency of the banking network in Moscow to promote the retail financial services» were 26 commercial banks with the largest number of service offices in Moscow. There were 300 offices surveyed, except those that are located outside the Moscow Ring Road, in shopping centers and in areas with a permit regime. The effectiveness of these offices was estimated by the following basic criteria: accessibility (location, visibility and recognition), quality of service (basic scenario of interaction with customers, convenience, waiting rooms, etc.). As stated in the study, before the RBC daily, in Russia this is the first independent large-scale study of the banking infrastructure. The main methods of research - observation and analysis at the offices of advertising and information bank.

As it turned out, the quality of customer service in the large network banks leaves much to be desired. In the vast majority of visitors do not take office as a potential customer. Only 34% of cases in relation to the visitor there is at least some response. Typically, the client is granted to itself. He is looking for information on the necessary service, the staff of the bank, which would be his advice. «In such a scenario, the probability of loss of customer service is high: the visitor can not find information about the services or to adequately assess their conditions of», - told RBC daily director «Finist» Mikhail Smirnov. According to him, the specifics of financial services is that the demands of the bank staff more attention to the customer than when it comes to the purchase of conventional goods and services where the consumer can assess the quality of the goods or services at the time of purchase.

Despite this, the attention of Russian banks have traditionally been hamstrung. For example, a bank « first O.V.K. », it is estimated the company «Finist», the proportion of offices, where somehow react to the emergence of a visitor is 12%. In « Alfa-Bank » - 14%. In Vneshtorgbank - 15%. The most «attentive» Bank recognized « Uniastrum Bank », where the emergence of the visitors responded in all 100% of its offices. The most «friendly» Bank, where contact with clients begins with greetings, declared Alfa Bank Express. It's interesting that while the bank is not an ideal «care» - react to the visitor is only 70% of offices. At the bottom of the rating «friendly» « BIN-Bank » and the Russian Bank for Development , in which a friendly reception there in half the cases. Meanwhile, according to consulting company, the attentiveness and friendliness is one of the most important factors of competitiveness of the bank. However, not the least for the client plays a comfort in the offices of offices. «It is important for customers is the availability of seats for waiting and filling out documents. However, such places are not provided in each service office - the place to fill the papers in one form or another, there are approximately 80% of the surveyed offices, waiting room for provision of 86% (but 28% of offices, they are no more than three man) », - says the study. In the rating of the most «unsuitable» banks hold the first-line banks « Russian Capital», Mosstroyekonombank, «Russian General Bank», «GUTA-Bank», Russian Bank for Development. The first share offices, where there are no places for expectations and no room for filling in documents, is 86%. In the second and third - 50%. The fourth has no chairs in 20% of offices and desks - in 40%. In the fifth, the share is 40%.

And, finally, evaluate the «availability» banking network - that is the location of offices, their visibility and recognition. «Accessibility - this is one of the primary factors of competitiveness of the bank in the retail market. The shortage of time at the middle class, the most active users of banking services, limits the promotion of even the most advantageous proposals of banks. In addition, the formation of consumer expectations «accessibility» Bank is an added incentive to refer clients to the bank, with a wider network », - says the study.

It was found that almost all commercial banks, there is considerable «off» in the territorial structure of the network to the Garden Ring. Thus, in the Central Administrative District of Moscow is 75% of the offices of large retail commercial banks, while their main competitor, the Savings Bank, in downtown Moscow less than 30% of offices. This leads to a network of offices serving underwork evenly. In the central offices there is an influx of individuals in the afternoon and evening hours, while the morning and afternoon, they are empty, absent at the same time, and operator of the (sometimes quite large).

The highest concentrations occur in the middle of the banks that are not too big a network service offices (10 offices). These banks, as Raiffeisen, «Russian General Bank», «Investsberbank», «Alfa-Bank», «GUTA-Bank», «Uniastrum Bank », more than three-quarters offices which are located in the center Moscow. Leading service offices are open «Alfa-Bank» Citibank and , virtually all offices are located in close proximity to major transportation hubs. Of openness to outsiders - «Uniastrum Bank» and Mosstroyekonombank .

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