Senteo Inc., released its annual Customer Experience Index (CEI) that evaluates the activities of large retail Russian banks in terms of their attractiveness to potential customers.

The list of banks in the study included 39 federal retail financial institutions. Mystery shoppers visited approximately 300 offices in Moscow (the only city in Russia, that well represented all study participants). Each bank branch was visited several times at different times of the day. This approach of visiting different branches of the same bank allowed analysts to estimate the consistency and uniformity of customer experience. However, the retail offices of each individual bank were analyzed together to determine the deviation between the best and worst.

Mystery shoppers rated five main elements that affect the customer experience: brand, communication, environment, culture, and the proposal.

These are the top 10 performing banks:

  • Alfa-Bank
  • Raiffeisenbank
  • Home Credit Bank
  • UniCredit Bank
  • Promsvyazbank
  • VTB24
  • Citibank
  • Nomos-Bank
  • Renaissance Credit
  • Sberbank

For more information on the methodology used in the study, as well as additional results, read the full version of the press release

Download the full version of the study.

Senteo Partner Tom Mouhsian talks about the Customer Experience Index on Moscow radio station City FM-87.9.



Known in the industry as “experience creators”, the Senteo team has delivered more than 250 successful projects around the world, including projects for 14 of the top 100 brands and 18 of the top 100 banks in the world.

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