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S4-2
The market segmentation approach used by PZU Group allows it to tailor communications and products to different consumer groups and reach them effectively. Additionally, PZU Group strives to meet the needs of customers by taking their preferences into account. Through systematic research, opinion analysis and implementation of recommendations PZU Group manages its impacts and adjusts its activities to meet customer needs, especially for groups particularly vulnerable to negative impacts.
PZU Group gathers data on consumer and end-user experiences using various methods: qualitative and quantitative studies, complaints, Net Promoter Score (NPS) analyses and satisfaction surveys.
These data are used to identify areas requiring improvement and changes in processes, customer service, and product offerings. The NPS index is standardized and adopted globally. It allows for comparisons over time and benchmark against competitors. Customers are asked about their likelihood of recommending PZU’s services to family and friends on a 0–10 scale, with 0–6 indicating Detractors (likely not to recommend), 7–8 indicating Neutral and 9–10 indicating Promoters (high likelihood of recommendation). The value of the indicator is the difference between the percentage of critics (responses 0-6) and promoters (responses 9 and 10).
PZU Group engages consumers and end-users at multiple levels. The cooperation takes place via call centers, mojePZU mobile app, contact forms and through direct contact in branch offices. Customers are also directly involved in complaint resolution, mediation and negotiated settlements. When designing new products, PZU Group utilizes customer feedback gathered through surveys and consultations that allows for better alignment of the product offering with customer needs.
At Bank Pekao, consumer opinion is acquired on a continuous basis, in response to current business and marketing needs. Both qualitative and quantitative research methods are used, via online and offline tools. Projects are implemented with the support of authorized representatives of renowned research companies operating in Poland, based on agreements.
At Alior Bank, NPS studies are supplemented by Alior Bank’s focus studies, customer satisfaction studies and dedicated customer surveys. The company also systematically conducts talks with partners directly involved in sales processes and customer contacts.