These are the best banks in Colombia, according to customer satisfaction

A survey of the satisfaction and closeness of financial customers about their respective banks, conducted by the firm Costumer Index, revealed what is the rate of bank satisfaction among individuals in Bogotá, Medellin, Cali, Barranquilla and Bucaramanga. The results of the survey carried out on more than 3000 Colombians left positive results, above 70%.

Banco Caja Social, Davivienda and Scotiabank Colpatria had the best results with 78 points, followed by BBVA and Banco Santander with 76, while AV Villas and Banco Popular scored 75. Closing the list are Banco de Bogotá, Bancolombia and Itaú with 74 points. The positive result of banks that appear at the top of the list is due to the evolution of their digital channels and traditional banking.

The president of the Customer Index Value firm, Juan Pablo Granada points out that compared to 2020, customer satisfaction with traditional, microcredit and retail banks did not improve, completing just over three years with low satisfaction rates. However, it highlights the evolution that some had in their digital platforms such as websites and applications. “Self-management of financial resources by customers facilitated the experience and substantially reduced complex processes, mobility and access to information, extracts, certifications, etc.”

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However, the president of the firm noted that, “although the customer experience with these channels is still better rated than that of the other channels, the lowest ratings are in contact centers since the support that customers expect is not being given through that channel and access is more complicated.”

According to the survey conducted on more than 3,000 people in the most important cities of Colombia by Costumer Index, customers have complaints about the service in retail banking, 13% for microcredit banking and 9% in traditional banking. “PQRs when mishandled generate additional nonconformism and impact the total customer experience, negatively affecting the voice to voice of banks and therefore the recommendation given by financial users of their entities. This negative noise is also exploited by other sectors that seek to strengthen their work based on these weaknesses in the banking sector.”

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According to the firm and its president, one of the factors to keep in mind is that 2021 was an atypical year, taking into account all the complications that the pandemic represented in the Colombian economy. Many people were unable to keep their jobs or businesses, which is why the unemployment rate rose. There were no wage increases either, and in some cases wages remained low due to the impact of the pandemic.

The year 2022 is presented as the great challenge of the economy and the reactivation of companies, employment and the development of Colombians. Without active and decisive action by the government and the financial sector, recovery will be slow and painful for Colombian families and small entrepreneurs,” said Juan Pablo Granada.

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