Indexing the degree of customer satisfaction allows us to quantify the contribution of various quality components (tree components) to the general consumer opinion about the quality of the studied object. For this assessment, it is necessary to determine the importance of the components of the quality of work according to a five-point system and the importance of the components of the quality tree according to a five-point system in descending order of importance:

Fig. 2.2. The importance of the components of the quality of work on a five-point scale.

To calculate the consumer satisfaction index, one hundred and eight consumers were asked to evaluate:

· The importance of ten proposed by the researcher components of the hotel according to the five-point system shown above (Fig. 2.2);

· The quality of these components according to a five-point system.

In columns I and II of the table. 2.1 shows the results of a consumer survey on the importance of hotel services to meet the needs and needs of consumers. Moreover, in column I we can see the average value of the importance assessment of each component of the tree, and in column II - the significance (weight) of the component for the consumer corresponding to this assessment in comparison with other components offered to him.

As can be seen from table 2.1, the most important component of the hotel service is a friendly reception at the reception, so all respondents gave this component of the tree a rating of 5. As a result, the average value of the importance rating for the consumer of reception at the reception also turned out 5. Almost the same importance in the eyes of the consumer have such quality wood components as room cleanliness and.

At the same time, most consumers of hotel services are not provided with the importance of air conditioning in the room. This component received the lowest rating for the importance of the tree component, with only 2.5 points. However, one should take into account the fact that a consumer survey was conducted in the fall, and by summer the demand for air-conditioned rooms will increase for obvious reasons. It is also worth noting that the provision of telematic services in the hotel is at a very low level, almost half of the respondents gave a rating of 3 and a third of consumers gave a rating of 2. It should be noted that every year the importance of providing high-quality Internet access is growing and will increase. It becomes obvious that this area of \u200b\u200bthe hotel should be developed. It should be noted that its license to provide Internet access services to OAO

Table 2.1 Survey of customer satisfaction with the hotel "Kaliningrad" (tree of customer satisfaction).

Kaliningrad does not, but at present Ray CJSC, which rents office space from OJSC, can offer guests access to the Internet through a telephone line with its own laptop, which in some cases is not always convenient.

Pay attention to the importance of the geographical location of the hotel. When conducting a survey, the vast majority of consumers rated 5 in the importance column of a tree component. It is safe to say that the extremely advantageous geographical position of the hotel should become the locomotive for providing a stable advantage over competitors that are more distant from the center.

Indexing the degree of customer satisfaction allows us to formalize the organizational work of the company based on the needs and expectations of the consumer.

To compare the degree of customer satisfaction with the quality of hotel services provided, a study was conducted of consumer satisfaction at the hotel "Deyma". The Deyma hotel complex is one of the most serious competitors of the Kaliningrad hotel in the price segment of the market. A total of 56 people were interviewed. Since the number of respondents is approximately two times less than those surveyed when determining the consumer satisfaction index for the Kaliningrad Hotel, the results should be doubled. For the convenience of comparing the degree of consumer satisfaction with hotel services provided by the aforementioned hotels, we will construct a map of consumer satisfaction profiles. Using the profile card, you can compare the customer satisfaction profiles of a firm’s product with the satisfaction profile of a similar product delivered to the market by its competitor. This comparison shows the advantages and disadvantages of the product after an appropriate assessment of the various components of the satisfaction tree (analysis of the competitiveness of the product) and allows us to outline ways to improve its quality in order to retain the existing consumer of the company and attract a competitor consumer.

Table 2.2 Survey of customer satisfaction with the work of the Deima Hotel (tree of customer satisfaction).

Analyzing the map, we can conclude that the main competitive advantages of the Deima Hotel over the Kaliningrad Hotel are its own parking and organized Internet access. Also, an indisputable advantage is that in the hotel "Deyma" two-thirds of the rooms are equipped with air conditioning. In the summer season, this factor plays a significant role in the load of rooms. The main advantage of the Kaliningrad Hotel is its convenient geographical location, which allows potential consumers who choose a hotel depending on its distance from the business and cultural center of the city to opt for the Kaliningrad Hotel. However, the surveyed guests of the Deyma hotel attach a low specific weight to such a tree component as the distance from the center, only 3.5 points, which allows us to conclude that for them the geographical location of the hotel is not a factor that shapes the choice. In order to lure these customers to their hotels, Kaliningrad OJSC should develop a strategy for attracting customers not with a convenient location, but with the level of quality of the hotel services provided. On average, assessments of the quality of services in hotels differ by half a point, or 10 percent.

The customer satisfaction index (CSI) is probably the most popular of all non-financial key performance indicators (KPIs). In most commercial organizations, it is usually perceived as the most indicative non-financial indicator of financial performance in the future, based on the belief that the more satisfied customers are, the more likely they will remain loyal to the company, and this will lead to financial success.

In other words, measuring customer satisfaction shows how successful the organization is in providing products and / or services in the market.

The key question this indicator helps answer is how satisfied are our customers?

Moreover, regular research over several decades has shown that attracting new customers is much more expensive than retaining existing ones. Therefore, ensuring customer satisfaction is more financially beneficial.

CSI Measurement Model (Customer Satisfaction Index)

Despite a lack of financial motivation, government organizations are also making efforts to make customers feel satisfied. Dissatisfied consumers (who compare the work of the public sector with the highest standards of the private sector) turn their anger toward individual officials, who then demand improvements from the leaders of government organizations.

Among the many advantages of measuring customer satisfaction, one of the most useful is that the indicator of customer satisfaction allows company executives to make an idea of \u200b\u200bthe gap between the current sales efficiency of products / services and customer expectations. This gives rise to the launch of actions to improve the efficiency of work with clients.

How to take measurements

Information Collection Method

To collect information, quantitative (objective) and qualitative (subjective) methods are used. Various polls are widely used. For example, customers are often interviewed for overall satisfaction with a product / service using a scale of 1 (very dissatisfied) to 5 (very satisfied). Customer surveys are also often conducted immediately after receiving the service, where a combination of ratings, yes / no answers and quality questions is used.

And finally, many organizations distinguish focus groups among clients to obtain a better (and deeper) understanding of their satisfaction levels. A combination of quantitative and qualitative approaches is generally recommended.

Formula

There are many ways to measure customer satisfaction. One of them is the development of a customer satisfaction index. Essentially, CSI is a cross between all components that contribute to customer satisfaction. Since these components can affect satisfaction in different ways, they often have their own weight. The widely used American Customer Satisfaction Index (ACSI) is a rating based on an analysis of customer expectations, perceived quality, perceived value, customer complaints, and customer loyalty.

Consumer satisfaction is often measured on an ongoing basis. Organizations can measure their satisfaction index on a quarterly basis with commentary on quality data. Organizations can also conduct one annual study to compare its results with other organizations.

Data source - surveys and interviews with clients.

Large customer satisfaction surveys, especially those conducted by external companies, can be expensive and are usually conducted once a year. Focus group research is also costly. However, other approaches (e.g. short questionnaires in hotel rooms) are relatively inexpensive, while providing valuable customer satisfaction data.

Target values

For a comparative analysis of customer satisfaction, there are many services both within industries and more globally. The American Customer Satisfaction Index, introduced in 1994, covers many industries / sectors, including automobiles, consumer goods, hotels, airlines and telecommunications. Participating organizations can evaluate their performance both in comparison with competitors in the industry, and in comparison with companies from other industries.

The UK Consumer Satisfaction Index covers 13 sectors of the economy, including banks, automobiles, and government services.

Example. As an example of the structure of the consumer satisfaction index, let us consider the approach underlying the ACSI index (a methodology adopted by companies in the UK and other countries). Two interrelated and complementary methods are used to measure and analyze ACSI customer satisfaction: interviewing and econometric modeling. As for interviewing, it is conducted by telephone by professional interviewers among randomly selected clients of companies and organizations.

ACSI analysts use the data to build a special model that shows ratings for measured components (customer expectations, perceived value, quality, etc.) and their interdependence. Each company and organization is assigned its own indicator of customer satisfaction, which is the weighted average answer to three questions regarding satisfaction. Since the index has a value from 0 to 100, each company receives the index value in this range. In practice, the index varies from 50 to 80. Since there is a difference between consumer surveys in different industries, three identical questions are asked when determining the ACSI index for any company. This approach allows a correct comparison between companies and organizations.

ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 sectors of the economy. The measurements are carried out using the incident wave method. During each quarter, data is collected for specific sectors or industries, which are then used to replace data collected 12 months earlier. To get the country ACSI value, the data received; are subject to statistical processing.

The ACSI score is based on answers to three questions, rated on a scale of 1 to 10. The wording of these questions can be found on the ACSI website (www.theacsi.org). Organizations can use these or similar questions in their customer satisfaction surveys to provide industry benchmarking and corporate index targets.

Remarks

When analyzing customer satisfaction, the following caveats should be kept in mind. First, organizations can lose business by too eagerly satisfying exceptional consumer demands without paying enough attention to the cost of such satisfaction. Satisfaction finance costs must be accounted for in any model.

Secondly, in today's fast-growing markets, customer satisfaction does not always provide a complete picture of future customer loyalty and therefore financial results. In some markets, consumers may be extremely satisfied with the product / service, especially due to the new offer: the customer may be very satisfied with the offer, but will go to the competitors, since their product / service is more attractive - this is especially true, for example, for high-tech sectors of the economy.

Organizations also need to constantly analyze customer satisfaction using a variety of approaches in order to have a broader and more informed understanding of consumer behavior and preferences. A survey conducted once a year is not enough, because it will not show you the trend and may depend on circumstances beyond your control (for example, negative feedback in the press).

Customers who are going to make a purchase come for her with personal ideas about price and quality, and also wait for a certain level of service. The success of the company, the growth of its financial and non-financial indicators just depend on how it will be able to adjust and the client.

What evaluates CSI?

The Customer Satisfaction Index (abbreviated as CSI), or translated into Russian, is the “customer satisfaction index”. It is an assessment of customer satisfaction after his interaction with the company. In other words, with the help of CSI you can find out how successful the experience of a client visiting a company was.

CSI customer satisfaction index allows you to evaluate the following indicators:

• how satisfied the client is with a particular process, service or product of a company;
• how satisfied the customer is with the overall interaction with the company;
• how satisfied the client is with the interaction with a competitor.

A client who has a high satisfaction rate from interacting with the company will definitely return again, make a purchase again, and also recommend the company to his environment.

Experts consider the customer satisfaction index as the most used non-financial indicator. CEOs of most companies see CSI as the most reliable non-financial indicator of future financial performance. In other words, the higher the client’s CSI level in the present, the more loyal he will be to the company in the future, which means he will again make purchases at the company.

The CSI customer satisfaction index calculation helps managers to answer one of the most important questions: how loyal are its customers to the company? After all, studies have shown that retaining the current customer is much cheaper for the company than attracting a new one.

Information Collection Method for Calculating CSI

In order to collect complete information, it is necessary to use both quantitative and qualitative methods.

Actively applied polls. For example, in most companies you can see special buttons with positive and negative ratings. After interacting with the company, customers are invited to make their choice. Surveys are also used to find out overall customer satisfaction from using a company’s product or service. For this, the client needs to give a rating from 1 to 5, where a rating of 1 indicates complete dissatisfaction, and a rating of 5 indicates complete satisfaction.

Special focus groups in which the company's clients participate can also be used. A focus group can show a better picture of customer loyalty.

CSI Customer Satisfaction Index Formula

An example of calculating the CSI is the equation below.

CSI \u003d sum Wj (Pij - Eij), in which:

• k - shows the number of analyzed attributes;
• Wj - shows the weight factor of the attribute;
• Pij is the created perception of the stimulus i with respect to the attribute j;
• Eij is the expected level for attribute j, which is the norm of stimulus I.

American Customer Satisfaction Index

ACSI, or the American Customer Satisfaction Index, shows a rating that is based on an analysis of the desires and expectations of the consumer, how he perceives price and quality. Thanks to this index, companies can measure customer satisfaction not only on an ongoing basis, but also on a quarterly basis. The data source will be various customer surveys.

It is worth remembering that large annual surveys, as well as studies using the focus group, are quite expensive events. Most often, companies resort to short surveys, as they also show the necessary information about customer satisfaction, but are relatively inexpensive.

NPS Consumer Satisfaction Index

The Net Promoter Score, or NPS Customer Satisfaction Index, stands for “net promoter index”. This index was first used since 2003, when it was proposed by F. Reicheld in one business magazine. In his opinion, the readiness to tell and recommend the organization to friends is most connected with the actual customer loyalty. This willingness is the only indicator of customer loyalty.

NPS Index Calculation

The methodology for changing loyalty is based on two questions that are asked by current customers. Former and potential customers are not considered. The first question says: “What is the likelihood of your recommendation of the company to your family and friends?” The rating is in the range from 0 to 10, where a value of 0 determines the client’s total unwillingness to recommend the company, and a value of 10 indicates his 100% desire to make a recommendation.

Depending on the answer, the client is ranked in one of the groups:

• Customers Promoters.   Those who rated 9 or 10. The most loyal customers to the company. The company can expect their recommendations.
• Neutral Clients.   These are recipients who rated the company with a score of 7 or 8. Such customers are rated as “passive”, they may, as they recommend the company to friends, and not do so.
• Critical Clients.   They give the company a rating from 0 to 6. Such clients are unhappy with the interaction with the company, it is unlikely that they should expect recommendations. Rather, the opposite.

Customer satisfaction index is calculated by subtracting the percentage of “promoters” and “critics”. The index shows the level of customer loyalty. The index value can vary from -100 if all the clients surveyed were in the “critics” group, to +100 if the situation is the opposite.

CSAT Customer Satisfaction Index

Customer Satisfaction Score is an average measure of customer satisfaction. Using this index, the client has the opportunity to evaluate the experience of his interaction with the company. For example, some action, including communication with the support service, obtaining additional information or returning the purchased goods can be evaluated by the buyer on a certain scale.

The indicator is measured by conducting a survey among buyers. This can be an automated questionnaire, which sounds after the manager’s telephone conversation with the buyer or is sent via SMS or email. The company, sending the survey, asks the consumer to rate the level of satisfaction with experience. The scale often ranges from 1 to 5, where a value of 1 indicates that the customer is completely dissatisfied with the service, and a value of 5 indicates that the customer is fully satisfied. The final CSAT customer satisfaction index score is displayed as% of customers who rated 5.

CES and SCI indices

Customer Effort Score allows you to analyze the level of customer effort that he needs to make to solve his problem when interacting with the organization. The lower this indicator, which means that the client makes less effort when interacting with the company, the higher the likelihood of his loyalty to this company.

The Secure Customer Index shows the level of reliability and customer confidence. It is most associated with the profitability of the company, which takes up its market share, as well as the number of regular customers. If the SCI value is less than the value of 0.7, then these clients belong to the “risky” group, with a value from 0.9 to 1.0 clients belong to the safe group, in other words the most loyal. Values \u200b\u200bbetween 0.7 and 0.9 identify customers as neutral.

Remarks

Analyzing customer satisfaction, it is also worth paying attention to some comments. Satisfying the needs of customers to increase the index of customer satisfaction, you need to pay attention to the cost of achieving high index performance.

Today's fast-growing markets do not guarantee that with high levels of satisfaction index, the company will achieve financial results in the future. Clients can appreciate the company's product or service, but make a purchase at a competing company, since its product seemed to the client more profitable or attractive.

The company needs to analyze the customer satisfaction index using various methods. A large survey conducted once a year may not be enough to complete the picture of determining consumer loyalty.

Index Values \u200b\u200bA Company Must Strive For

By analyzing the customer satisfaction index, companies can also analyze the percentage of customer churn. It should not exceed 5%.

The final calculation using the NPS customer satisfaction index formula should not be lower than 50. This value is positive for the company. CSAT should aim at 80%.

The reliability of the company, the range and cost of products, the ability to take advantage of various lending and installment programs can affect customer satisfaction. Also, the customer’s opinion is affected by the availability of documentary evidence of the safety of the company's goods. An important parameter is the client’s opinion about the service in the company: quickly or long, friendly or not. All small factors add up to one single opinion, which just allows us to analyze consumer satisfaction indices.

After determining several optimal quantitative and qualitative indicators of customer satisfaction, they need to be combined into one single criterion - the customer satisfaction index (CSI). CSI is one of the types of totals with which the company management can get acquainted with a certain frequency, for example, once a month. This index will show the management of the company how well the company meets the needs of its customers. For example, Federal Express scans its CSI daily and reports the results to all employees on the network.

When compiling a CSI, you need to consider several basic rules when combining data in a CSI:

• 50-60% consists of quantitative indicators of customer satisfaction and 40-50% of quality;
• It is calculated at least once a month;
• It suggests the possibility of sampling for goods / services in the places of their purchase, if necessary;
• It is clear for employees at all levels.

When calculating the factors of compiling the customer satisfaction index, each parameter in CSI must be assigned a specific weight of significance - how important is it to determine customer satisfaction and its purchasing behavior. For example, complaints are usually not given a lot of weight in CSI because some customers are simply not inclined to complain, so a decrease in this indicator can be misleading. In fact, a reduction in the number of complaints may mean that customer satisfaction has “faded away” and they are so tired of everything that they ceased to complain because of hopelessness.

CSI can be calculated both for the company as a whole and for its individual divisions. Also, the index can be calculated for both external and internal customers.

Many companies are currently increasingly trying to use in their practice software for customer relationship management (CRM). And many of them sincerely believe that it is enough to install a program that will display data on transactions with customers and the job is done. But not all companies understand that in order to install the program and really manage customer relationships, it is necessary to do a great deal of analytical and methodological work to describe the process of tracking CRM. And even more so, not all companies are wondering how the investments spent in the program will be used to generate additional income from sales, quickly resolve customer problems, retain existing customers and increase profits from customers. The ability to identify and confirm causal relationships between customer relationship management and future profitability should be the basis for investment in CRM automation.

Another reason for the need to manage customer relationships and the quality of their service is to link the level of dissatisfaction with the quality of service and the cost of resolving these problems. Obtaining an idea by managers about how much maintenance errors cost allows them to assess the potential return on investment in improving the company's processes.

For a better understanding of the costs of eliminating the consequences of poor-quality service, non-optimal processes, the following cost categories can be distinguished:

• Complaints Cost
• Request Processing Cost
• The cost of correcting errors in consumables
• The cost of updating the customer base, which can be avoided and associated with:

Lost profits
   - The cost of customer loss
   - Percentage of the recovered group

Measuring customer satisfaction is far from the most trivial task that seems at first glance. In order to measure customer satisfaction, it is necessary to focus on typical mistakes made in this direction.

First, when conducting customer surveys, you cannot focus only on those customers who work with the company. Since customers who cooperate with the company, therefore, work with it, the company satisfies them to a greater or lesser extent. When conducting surveys, it is necessary to conduct a survey of competing customers, or former customers of the company.

Second, you should not be interested in customer satisfaction in general. It is necessary to identify the specific benefits and features that customers want to get in order to better understand the factors that determine overall satisfaction. Identification of these factors can be carried out using a correctly drawn up questionnaire or questionnaire for the client.

Third, you need to interview customers about all their experience with the company: from sales to returns and services, from invoicing to using a product or service.

Fourth, if a company wants to overwhelm a study, it needs to be entrusted to its sellers.

Fifth, it is necessary to find out satisfaction with the price in relation to the consumer value of the goods or services for the client and its relationship with competitors.

Sixth, the lack of segmentation of customers and markets can negate all polls.

Seventh, you cannot combine customers "satisfied" and "very satisfied" in one group for the reasons previously indicated for loyalty.

To fully understand the process of developing criteria for managing customer relationships, you need to draw up a so-called success map.

This process involves obtaining answers to the following questions:

• What strategies do we use and criteria for their evaluation
• What processes do we use and criteria for their evaluation
• What opportunities do we have and the criteria for their evaluation.
• What groups of main customers does the company have and what are the needs and requirements of each group?
• What strategies does the company have to meet customer needs and requirements?
• How are our internal processes able to efficiently and economically resolve these issues?

The effectiveness of the selected criteria for assessing customer relationships can be determined using the so-called test "failure". This test checks selected criteria to ensure that the company has not missed a single important dimension of customer relationship measurements. It is compiled in the form of a potentially “worst case” scenario. Organizations tend to see customer relationship criteria in pink, especially during periods of development, and often fail to identify critical risk factors. To determine the adverse effects of factors, a so-called “failure map” is developed.

As a rule, the following factors are the reason for clients leaving:

• Non-competitive prices
• Low quality of goods
• Low quality delivery or other services.

Based on this, the strategy of customer retention can be divided into the following components:

• Pricing management process

Price competitiveness

• Demand Satisfaction Process

Product quality
   - Timely delivery service
   - Billing accuracy
   - Friendly service
   - Problem Solving

• New Product Development Process

Innovation to improve a product or service

How CSI Helps Create Better Customer Experience

For many companies, CSI 1, or the index of customer satisfaction, has become the main indicator on the basis of which long-term customer relationships are built. There is a relationship between increasing customer loyalty and increasing company revenue.

This approach allows companies to become client-centric, timely introduce new products and services, and improve the quality of service. Foreign and Russian companies in the fight for loyalty began to proactively request feedback from customers at all points of contact. This allows companies to respond quickly and change in accordance with the wishes of customers. CSI today is used by many companies in their work, from small cafes and cosmetic companies to large mobile operators and banks.

Sberbank, as part of the implementation of the client-centric model, daily performs CSI measurements in various customer service channels. The bank carefully monitors the promises to customers, including the availability of the necessary services 24 hours 7 days a week, financial security, solving the problem at the time of contact, friendly attitude, qualified service and much more.

In the offices of Sberbank posted information that the bank conducts CMC surveys about the quality of service from the number "9000". Messages with a request to evaluate the work of the bank are sent out a day or two after the client interacts with the bank, and customer satisfaction is measured in points from 1 to 10, where 1 indicates that the client is completely dissatisfied, and 10 is very satisfied. For 6 months of 2016, out of 19 million customers, approximately 1.6 million have already left feedback that are used to improve the processes in the bank. Employees of a financial institution recognize the importance of CSI indicators. Getting feedback is necessary, the essence of such a communication relationship between a client and a brand is to get to know your customers as close as possible, thereby building long-term relationships, which in turn will help to become a company more client-centric.

Sberbank also pays attention to the Readiness to recommend a bank index (NPS 2), which is determined by telephone surveys of customers of all segments. Also, the ratio of customer requests to the number of transactions conducted by customers in various channels (CR) is kept. Separately allocated indicator FCR 3 - the proportion of complaints resolved "here and now" in relation to the total volume of complaints received. This data is not just figures for a report or presentations, but a real mechanism for generating and implementing new services, as well as improving the level of customer service.

Sberbank customers also have the opportunity, without waiting for a call or CMC from the bank, to contact the round-the-clock contact center at any time and leave their feedback. You can call all the well-known toll-free short number 900, the same for MTS, Megafon, Beeline and Tele2 4 operators and available in Russia.

For the second time in a row, a study of his audience on the given metrics helped Sberbank become a laureate of the annual prize “Consumer Rights and Quality of Service” 5, held in Russia. The Bank was awarded for the implementation of the Golden Rules customer service and the launch of a system for collecting feedback from customers via SMS. According to Alexandra Altukhova, Head of the Client Experience Modernization Department, thanks to metrics, the client is at the center of the bank’s activities. “Every day we measure the level of satisfaction with our services and evaluate the quality of service in various channels. In June 2016, the NPS index reached 58%. The highest indicator is in the youth (63%) and mass segments (59%), ”said Alexandra Altukhova.

Today, it’s important to implement such metrics in every company. As the example of Sberbank showed, this helps to involve employees in more detail in resolving customer issues, motivate the team, timely identify deficiencies in work and quickly eliminate them, make realistic forecasts for the future, and most importantly, build an open dialogue with customers.

1 CSI (eng. Customer Satisfaction Index) - an index of customer satisfaction - allows you to identify the value and the ratio of price, quality, availability and other factors of the company that affect customer loyalty.

2 NPS (Eng. Net promoter score) - an index of determining the commitment of consumers to a product or company, as well as their willingness to recommend them to other customers. Used to measure readiness for repeat purchases. In Sberbank, the NPS of a particular channel is measured by conducting telephone surveys of customers of all segments. Sberbank index was calculated independently based on its own data and customer surveys.

3 FCR (eng. First contact resolution) - the proportion of appeals resolved "here and now." Sberbank evaluates the ratio of applications resolved at the moment to the total volume of applications received.

4 Number 900 for subscribers of mobile operators MTS, Beeline, Megafon, Tele2 in Russia. Tariffication is free when in the home region and on the intra-network roaming.

5 More information about the award can be found on the website pravpro.ru. In 2015, Sberbank of Russia OJSC was a laureate of a prize in the special nomination “The Most Client-Oriented Bank”; in 2016, Sberbank PJSC won a prize in the nomination “The Most Client-Centric Bank” in the category “Financial Literacy and Openness”.