Spoiled by the service

Last year has become a record for banks in many respects. Anna Tikhonova, director of the Siberian Regional Center Raiffeisenbank, discusses key trends in the banking industry.

Anna Tikhonova

In the first place in the ranking of significant events in the banking sector, I would put a situation in the mortgage market. For two years, there was a period of high rates, when long loans were not executed, it was unreasonable and unbearable. The situation began to change with the advent of the Primary Program program, and then - a gradual decrease in bets in banks. The mortgage came to life. And the number one product was refinancing. A significant proportion of transactions (up to 50% in some months) took place according to the program for refinancing loans received earlier in other banks.

There were many changes in the product itself. The modern retail market greatly spoiled customers and taught to individualization. Today, large companies working with retail customers no longer allow themselves answers from chat bots. This has already become a bad tone. In most online systems of large banks, they greet you by name when you call the call center, they will always recognize you. This process of individualization and simplification of all processes is even in such a complex product as a mortgage. Now customers can send documents to the bank not only in the form of a scan, because not everyone has the opportunity to scan, but also in the form of photography in any convenient way. All our employees are ready to work with any communication channel. The number of necessary visits to the Bank is minimized. This is a large movement of retail to individualization and willingness to work as a client is convenient.

The second important trend is the growth of consumer lending. During the period of turburation in the market, in crisis situations when people lost their jobs, they do not take new consumer loans. But now, when we adapted, we are accustomed to new conditions, many businesses have been growing (we see this in the corporate block, lending to the companies), the consumption market again shows positive dynamics. According to the Central Bank of the Russian Federation, in 2017, the volume of loans to individuals increased by 13.2% to 12.2 trillion rubles, while since 2014 the volume of loans has invariably reduced or did not exceed the level of inflation.

The credit card market also completed its two -year fall, and in 2017 it turned to growth. There are indeed a lot of issuance. But when you talk about maps, you need to carefully look at this statistics. It’s one thing to give a credit card, and another thing is to use the third question - how. Most customers make out and use credit cards very carefully, during short -term gaps in Cashflow, when they spend a little more than usual, for example, during vacation or holidays. The culture of proper use of financial instruments is now growing.

The procedures for the design and issuance of loans have changed in the direction of speed, convenience, simplicity. Today, a loan decision can be made instantly, and banks want the client’s communication with the bank to be reduced to one contact. Now, if the credit application is approved on the conditions that the client wanted, then he receives credit automatically. Leaving such an application on the site, he already agrees. A few hours and money is already in the account. Only if the bank changes the conditions and is not ready to hide a person on the conditions that were reflected in the application, but is ready to lend to some others, then the client will receive a call, discuss these conditions and confirm the phone that he is ready to take. And if the client’s desire is fulfilled exactly as he wished, then the money will arrive automatically without additional contacts. Speed ​​and convenience is the new season.

And the third important trend that we saw in 2017 - the goals of consumer loans are changing. Of the main goals indicated by customers, two are always allocated - repair and buying a machine. For several years in a row, more than 50% of all consumers were issued for repairs. In second place was to buy a car. In 2017, I first saw that the goals had changed places. Buying a car moved to the first place. This may indicate that the automotive market is gradually being restored. The last time in this market the sales volume grew in 2012. And for the first time again showed growth in 2017. Positive dynamics was reflected in the banking market.

All these key trends will determine the work of banks in the near future. Lending conditions will follow the key rate of the Central Bank. We will be more convenient, simpler and faster, and customers will need more responsibility in decision -making. After all, pressing the “Send” button will mean that you signed.