На потребы публике – 2024

Банковское обозрение. 2024. № 6(304). С. 142–145.

Семенихин В. А., Гладько А. М., Микаелян А. М., Царева А. М.

Consumer credit is the second largest credit product (14 trillion rubles) among Russians after mortgages (18 trillion rubles). Russians have remote accounts in more than three banks on average. Attracting new clients is becoming more expensive for the bank, and the role of the mobile channel dominates. Such conclusions can be made based on the results of the third unique study-rating of the best customer experience in filling out online applications for a consumer loan from a mobile phone based on 107 parameters.

During the analysis, 96 questionnaires from 16 banks were examined. More than half of the banks significantly modernized the mobile questionnaire, changed the practice of upselling and cross-selling related products, communications in SMS and e-mail channels. We discovered very interesting practices of integration with the State Services portal and identified unique patterns of using the service. We also paid attention to the methods of collecting consents and the convenience of familiarization with them: the number of such consents varies from two to 26, the volume of text for familiarization is from one to 27 pages, and the possibility of comfortable reading from smartphones in many cases remains controversial. The rating compiled based on the results of the study allows us to pay attention to the best experience in terms of the six evaluation indicators identified within the methodology for determining the "speed and friendliness" of online applications for banking products.

Keywords: consumer loans, потребительские кредиты, online applications, user path, онлайн заявки, пользовательский путь