Annual Report
2017

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Dialogue with clients

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How do we talk to clients?

Being aware of the fact that mBank is operating in the era of clients, we adopted three principles applicable to every interaction with clients:

  • satisfaction of needs – a genuine need of a client will be satisfied;
  • client-friendliness – in a simple, friendly and almost imperceptible manner;
  • client experience follows mBank’s brand – we create positive emotions in line with the brand positioning. mBank is a true icon of mobility available to everyone and everywhere

mKanon. Communication principles

Communication in mBank is defined by an internal set of principles known to every employee, called mKanon. In our opinion, good and effective communication should be: clear, exhaustive, concise, written in the first person, empathetic, honest and correct (language-wise). Simplifying the language used is important not only in day-to-day communication with clients, which we establish via various channels, but also in the way we formulate bank agreements. More information on simplifying loan agreements.

We want our clients to feel, with every message they receive from us, that we are there for them and help them develop. Our communication method reflects the personality and values of our brand. mKanon conveys universal principles of communicating with retail and corporate clients.

Communication is transparent and comprehensible to its addressee. The structure of the message is clear. Sentences are simple and do not contain any banking jargon.

Communication is complete and fully explains the reasons and consequences of processes. It highlights the issues of key importance to clients.

Communication is brief. Sentences are short, but remember: we should eliminate unnecessary elements, but include the reasons explaining our decision, indicate further steps and show empathy.

Communication complies with the rules of the Polish language. It does not include English phrases and specialist terms unless it is absolutely necessary.

Communication is based on partnership and contains all the key information. It shows that our intentions are honest. Small print can only be used for additional information, including legally required information.

Communication is polite and helpful. It emphasizes that we identify with a client. It is client-friendly and shows openness to dialogue. We do our best to sympathize with a client and prove that we understand his/her situation and emotions. If we do have to refuse, we can use phrases such as “I/We am/are sorry”, “Unfortunately”.

The use of the first person shows that mBank is a team of people who work together for the benefit of their clients. Thus, we should not use the third person style when describing our actions. By writing in the first person, we convince the client that we take responsibility for our bank’s actions.

We talk about satisfaction. NPS System

We aspire to be a bank which accurately defines and foresees the needs of its clients and precisely knows how to respond to them. To get to know and understand our clients’ preferences better, we use the Net Promoter Score (NPS) system, which makes it possible to verify customer satisfaction in an organised way. As our marketing philosophy goes: instead of taking expensive marketing measures, we should simply make our clients happy. We thus strive to ensure satisfaction of as many clients as possible so that they become the ambassadors of our brand. What we need to achieve this goal is a thorough analysis of factors contributing to the satisfaction level. In this context, NPS figures as such do not present a value added for mBank. Instead we take every effort to gain in-depth knowledge of critical moments in our relationship with the client, which we still need to improve. More on mBank’s satisfaction surveys.

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