Analytical agency Markswebb Rank & Report presented the results of the annual rating of the most effective Internet banks for individuals in Russia. This year the company changed the method of calculation and made two ratings instead of just one.
One focuses on the effectiveness of online banking and reflects the availability of services on a debit card and the ability to receive product information online. The second (digital office) describes how much the bank manages to transfer to online services, which usually customers have to contact the bank's office or the call center. Previously, both these metrics were counted together.
In the course of the research, classical debit cards were issued in each of the 31 participating banks (10 banks included in the Internet Banking Rank 2017 rating plus banks with the largest number of Internet banking users). Then, test operations were carried out through the Internet bank: payments for services, transfers, creating templates, changing card settings, ordering and closing products, obtaining reference information.
The second stage of the study was conducted among real clients of Russian banks aged from 25 to 50 years, each of them worked with three Internet banks that he had not previously used. Each online bank has been tested by five users.
In the rating of the most effective Internet banks in the daily banking category, the leaders remained the same as they were a year ago: they were Binbank and Tinkoff Bank. But the composition of the dozens in general has undergone significant changes.
From the leaders left Sberbank, moved from 6th place to 11th. Alfa Bank went down in the rating from the 4th to the 8th place. In place of them, Bank Levoberezhny, which appeared in the rating for the first time, and Bank Trust, which rose from 13th to 5th-6th place, came in third.
Permutations have emerged among "outsiders." Some of the participants in the rating who have long occupied the last places have improved their services - for example, Rosbank (a jump from 30th to 12th place) and Rosselkhozbank (from 26th to 19th place). According to Alexey Skobelev, General Director of Markswebb, these credit organizations successfully restarted Internet banks for individuals. At the same time, the authors of the study emphasize that banks are getting closer to "some single quality bar" online - the difference in ratings between the rating participants is gradually decreasing.
However, if you meet almost all the minimum customer requests online, almost all Russian banks can not create full-fledged digital offices. The second rating of the agency (digital office) reflects how the customer service of the bank is translated into digital channels, which allows the client to use less and less the services of the bank office and call center.
A separate study on this criterion was conducted for the first time, and it turned out that such a business model is not relevant for all banks. "So far, only Tinkoff Bank really succeeded in creating a digital office in Russia, which is not surprising - it was originally conceived as an online bank, whose client can solve any problem with the help of a digital service," says Skobelev. The rest of the banks are just eyeing such a model - they are gradually transferring services to the "figure" Raiffeisenbank, Alfa-Bank and Sberbank.
From online to mobile
Large banks are now actively looking at mobile banking - for this reason they were ousted from the rating by other participants, explains Alexei Skobelev.
"For large banks, such as Tinkoff Bank, Alfa-Bank and Sberbank, which are initially focused on digital service, the audience of mobile banking already exceeds the audience of the Internet bank. In this regard, there is a feeling that they slow down the development of the Internet bank, limiting themselves to the necessary cosmetic improvements, "- explains the expert.
For this reason, the banks that invested in the development of the online platform, rather than the mobile version, - the regional Bank Levoberezhny and the Bank of St. Petersburg, as well as the Post-Bank and the Trust - came to the top of the rating.
Now the banking concept really is dominated by the concept of mobile first, and somewhere even mobile only, to which the big players are oriented, says Frank RG CEO Yuri Gribanov.
"The client now uses digital services, not even via a tablet, but exclusively through a smartphone. People stop working with stationary computers, and it's quite logical that banking user services are sidelined, giving way to mobile solutions, "the expert believes.
According to a study by Deloitte Digital Banking Maturity, users are increasingly using mobile applications. If in 2013 only 15% of the population used mobile Internet, then today this figure is already 71%, says Deloitte partner in digital business and innovation Ilya Etko.
In Tinkoff, the Bank emphasized that the priority for the bank is the development of a "mobile". According to Maxim Evdokimov, vice president, head of the mobile services development department at Tinkoff Bank, "mobile banking is the main channel of communication with the user, and 80% of online banking users use a mobile application to solve their tasks."
What is missing
However, the development of "mobile" and classic Internet banking still does not allow users to completely switch to digital channels. The authors of the ranking Markswebb Rank & Report came to the conclusion that, as soon as it comes to more complex operations, existing online services are extremely scarce. For example, bank customers still can not change their personal data in an online bank or close products.
According to Alexei Skobelev, this is due to the reluctance of banks to develop services that do not bring them direct earnings. However, Yuri Gribanov notes the low demand for such services from users. "Banks, on the one hand, really focus more on services that benefit their business, but, on the other hand, they also implement services that can significantly affect the user experience. Exotic opportunities are simply unprofitable for them, because nobody uses them, "the expert explains.
The limited functionality of Internet banking is connected with the issue of remote identification security, adds the head of the "Expert RA" validation department Stanislav Volkov. Services such as product closures require a serious identity verification procedure, and the introduction of a single biometric system will help solve this problem. Its implementation will allow banks to expand remote maintenance and introduce additional services, Volkov said.