Customer loyalty rate of banks in Russia 2020

Net Promoter Score, which is the difference between the share of "promoter" and "critic" customers of the main banking service providers in Russia, has displayed a negative trend over the given period. As of October 2020, the indicator was measured at 1.3 points, having dropped from 43 points reported in 2016. The loyalty of Russian customers to their main bank has been dropping year-over-year.

Loyalty rate (Net Promoter Score) of banks in Russia from 2016 to August 2020* (in points)

Characteristic	Net promoter score in points
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Release date

November 2020

More information

Region

Russia

Survey time period

2016 to August 2020

Number of respondents

67,000 respondents

Age group

18 years and older

Special properties

Banking service users**

Method of interview

Face-to-face interview

Supplementary notes

* The level of loyalty is assessed on the basis of the NPS index (Net Promoter Score), which is calculated by conditionally assigning customers to one of three groups - “promoters”, or supporters, “neutrals” and “critics”, depending on whether they are ready to recommend the bank to their friends and acquaintances. The NPS index is calculated for the main bank - it is determined by the respondents themselves if they are clients of several banks at once. The net score is the difference between the share of critics and supporters.

** An all-Russian representative survey (f2f) among residents of all types of settlements in all constituent entities of the Russian Federation. The statistical error does not exceed 0.38%.
The sample size of data for 2016 - early 2020 was comprised by 1,600 people.

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