The consumer confidence index for MFIs is higher than the same indicator in the banking sector of Kazakhstan.
64% of users of digital MFI services are ready to recommend it to their friends and acquaintances, Solva study says. The company conducted a study of the net promoter score (NPS) of its customers in September this year. The average NPS for microfinance institutions is higher than in the banking sector. For Solva, a major player in the digital lending market, the total NPS was 72 points.
According to the information of the 4Service Group research company, the index of customer satisfaction with services and products (Net Promoter Score) of commercial banks in Kazakhstan in 2018 ranged from 14 to 34.8 points. According to the internet service delighted.com, this is comparable to the global average index in the banking sector. Today it is only 32 points. However, in Russia, the situation with consumer loyalty to banks is even worse. The average NPS for the banking market in 2019 in a neighbouring country was 14, follows from a NAFI study.
As a rule, to determine the NPS level, a consumer should answer the question “How likely would you recommend a company, product or brand to your friends, acquaintances and colleagues?” according to a 10-point scale, where 0 corresponds to the answer “In no case I would recommend”, and 10 means “I will definitely recommend it”. Based on the responses received, consumers are divided into promoters, i.e. those who support the company (9-10 points), neutral consumers (7-8 points) and dissatisfied (0-6 points). NPS is calculated by subtracting the number of dissatisfied from the number of promoters. Thus, for example, the followers of the Solva service as a result of the study amounted to 64%, critics – 18%, the NPS index was 72.
The indicator of Kazakhstani MFIs is higher than the average for the global retail market – 35, the fast food industry – 30, the hotel business – 37 than the airlines – 37. However, in companies such as Amazon, Cotsco or Apple, NPS may reach 90 points.
Marat Bekdzhanov, CEO of Solva: “To get a loan in Solva, you only need a smartphone and Internet. It is the new customer experience, impression of the speed and convenience of the lending process that causes positive emotions that I want to share. We regularly measure the NPS index, strive to make the service convenient, and now almost 90% of our customers are those who come back to us”.