Based on ongoing brand awareness research, we know that Bank Pekao remains one of the most recognisable banking brands in Poland among individual customers aged 18-64. In Q3 2024, we secured 2nd place (12%) in the Top of Mind brand awareness survey. Among younger customers, we ranked 3rd (13%), and in the SME segment, we maintained 2nd place (15%).
Market Research and Customer Satisfaction Surveys
We regularly undertake research initiatives to gain insights into customer needs and evaluate both new and existing banking solutions (products and services). These studies help us refine our offering and align it with customer expectations. Research is conducted at various touchpoints in the customer journey, including: initial stages of product development, implementation of new solutions, or validation of hypotheses. Our research covers:
- Existing and planned banking products and services (concepts),
- Offline and online communication, including pre- and post-testing of messaging effectiveness,
- Customer satisfaction, assessed through a loyalty assessment tool.
Consumer feedback is gathered on an ongoing basis, adapting to current business and marketing needs. We employ both qualitative and quantitative research methods, conducted through online and offline channels, in collaboration with authorised representatives of renowned research firms operating in Poland, engaged under formal agreements.
We also provide internal education for employees on the latest market research insights, focusing on youth, senior citizens, and other groups at risk of exclusion (e.g., women). These educational initiatives take the form of lectures and expert-led discussions, organised by the Marketing Department in partnership with research firms and academic institutions.
We also conduct dedicated research for specific customer segments. In 2024, the Retail Banking and Savings Products Department continued its Premium Customer Offer Evaluation, aimed at gathering insights from Premium segment customers to guide the future development of our offerings. The study covered:
- Account and card offerings;
- Savings products;
- Credit card offerings;
- Loyalty programmes;
- Loan products;
- Preferred communication channels;
- Customer service model.