An award with many surprises, compared to 2021 there were some major changes.
After two years, the FMVÖ Recommender Awards were presented again this year in front of an audience at ThirtyFive on Wienerberg, and also online for a wider audience LEADERSNET.tv transfer. The winners were chosen in six categories.
As Association President Erich Mayer emphasized in his opening speech, the FMVÖ chose the motto of the event with care: “In recent years we have already taken up the topic of ‘value’ as part of the recommender awards – ‘The value of responsibility’ two years ago and ‘The Value of Change’ 2021. The pandemic has brought about significant changes in customer behavior, so it was a logical consequence to make ‘The Value of the Customer’ this year’s theme , in the keynote of the evening this circumstance will also be analyzed in detail.”
“We don’t go online anymore, we live online”
In his keynote “(Post-?)Corona consumer – How consumer behavior is changing as a result of the health crisis”, Professor Dieter Scharitzer (WU Vienna) explained how companies can use the pandemic-related changes on the customer side to their advantage. Because now, after two years, it can be seen that there will be no “back to normality”: “What have we lost in the pandemic? Personal contact and closeness, a sense of security and trust – factors that no longer seem self-evident.” According to Scharitzer, other developments have come to stay: e-commerce and home office are part of everyday life and digitization has progressed even faster: “We no longer go online, we live online. Banks and insurance companies in particular as service providers are not allowed to forget: people love people! Despite digital communication and social distancing, service, proximity and customer relationships will remain important and a key profiling factor in the future – this is also shown by this year’s FMVÖ recommender!”
“Insurance did better”
The results of this year’s customer survey for the FMVÖ Recommender Award by Telemark Marketing reflected how differently the customers of Austria’s banks and insurance companies perceived the support provided by their institutes in times of the pandemic. “It should be particularly emphasized that insurance companies did a much better job of maintaining their customers’ willingness to recommend others. The industry average for insurance companies fell by just one percentage point compared to the previous year to an NPS value of 16. The industry NPS for banks, on the other hand, fell dropped very significantly from an NPS value of 21 to 16, so that for the first time in the 16-year history of the FMVÖ-Recommender, banks and insurance companies are on a par,” emphasized study leader Robert Sobotka from Telemark Marketing when presenting this year’s results. The somewhat lower willingness on the part of customers to recommend the company is also reflected in the slightly reduced number of recipients of the seal of approval. In the previous year, 26 companies were able to receive one of the three seals of quality for very good, outstanding and excellent customer service, this year it was 23 institutes.
In the course of expert interviews, Jens Baumgarten and Christoph Stegmeier, senior partners at Simon-Kucher & Partners, spoke about the fact that banks and insurers must actively manage customer value and consistently align their strategies and processes accordingly. Jürgen Leitner, partner at EFS management consultancy, explained how added value can be achieved with an integrated management system, whereby the “value of the customer” is retained. Pavel Horáček, Digital Transformation Executive for the Financial Services Sector at Fujitsu Technology Solutions, spoke about innovative solutions that the company can use to help financial institutions engage with their customers. Thomas Kralinger, CEO of Mediaprint and Kurier Medienhaus, looked back on the four-year media partnership with the FMVÖ and explained how the financial industry has changed as a result of the pandemic from Kurier’s point of view and how customer orientation is lived at the media company.
The award winners
There were also surprises among the winners of the FMVÖ-Recommender-Awards 2022 this year, as there were some major changes compared to 2021: Among the major banks, the first and second place winners swapped places: Erste Bank was able to pull away from last year’s winner, Raiffeisenlandesbank Oberösterreich clear and take first place undisputedly.
In the category of direct and special banks, on the other hand, last year’s winner N26 held its own when it competed for the second time and was one of two institutes to receive an excellent seal of approval. The Tiroler Sparkasse also achieved an excellent seal of approval and first place by a clear margin among the regional banks, while there was a close race for second place and ultimately an ex aequo placement by Raiffeisenlandesbank Vorarlberg and Sparkasse Salzburg.
In the nationwide insurance category, the series winner GRAWE won again and thus brought the Recommender Award to the Styrian capital for the tenth time in a row. Similar to the regional banks, the places in the regional insurance companies were again very close: last year’s third-placed VLV Vorarlberger Landesversicherung came out on top as the Recommender Award winner. With a leap from zero to first place in direct and special insurance, DAS was not the only winner – with the highest increase of all institutes, the company also qualified for the special prize “Rising Star of the Year”. There were also new winners for the other special prizes, which were expanded to include the category “Best Customer Service” and brought a victory for Wiener Städtische for the first time. The Wüstenrot received the special award for “Best Damage Management”. The quality seal for the “bank with the best customer service” went to Erste Bank this year, and Generali scored as the “insurer with the best customer service”.
Donation check to the Austrian Cancer Aid in Vienna
As in previous years, a donation check to the Austrian Cancer Aid Vienna was presented at the gala, which this year was accepted by Eva Estermann, Relationship Management & Public Relations. (jw)
You can find impressions of the gala in our gallery.