We ensure that our services are accessible to the broadest possible group of customers, including those with diverse needs.
Metrics and Targets
Goals for Managing Material Negative Impacts, Increasing Positive Impacts, and Managing Material Risks and Opportunities [S4-5]
Strategic goals, including those that relate to activities carried out towards customers, are set as part of the strategic planning process. The process is based on macroeconomic assumptions and expectations for the development of the banking sector, as a result of which the Strategic Directions of the Bank and the Group are set, and a Strategy is developed that reflects the expectations and ambitions of the Bank’s development over a multi-year horizon, within the framework of the risk profile defined by the Bank’s Statutory Bodies. All major organizational units participate in the process of developing the Strategy.
The development of the Strategy for the next few years is preceded by an analysis of the internal and external environment, including an analysis of the Bank’s market position, strengths and weaknesses, opportunities and threats, an analysis of the available development potential and the extent to which it is used, an analysis of trends in the banking sector and trends of a macroeconomic nature affecting the Bank’s market position, as well as an assessment of the level of risk in the Bank’s operations and a diagnosis of the key areas of the Bank’s activities (including an analysis of the extent to which the strategic objectives from the previous Strategy have been achieved).
While customers are not directly involved in strategic planning, we rely on customer insights gathered through periodic satisfaction surveys, complaint analysis, and brand perception studies when formulating objectives.
In 2024, we achieved the following objectives:
As part of our ESG Strategy, we conduct a Bank Pekao reputation survey every two years. The 2022 study confirmed that the Pekao brand enjoys a strong reputation among individual customers. This reputation is assessed based on five key dimensions: trust, brand advocacy, CSR, media sentiment, and employer brand perception. We also continuously monitor all core brand indicators and competitive positioning across all customer segments. The latest reputation study is currently underway.
In Q3 2024, we ranked among the top banks in terms of trust, stability, and security, alongside PKO BP and ING Bank Śląski. These indicators are monitored quarterly based on the Pekao brand study against competitors, conducted by GFK Polonia on behalf of Pekao. This quantitative study, conducted over several years on a representative sample of Poles aged 18–64, ensures comparability and long-term trend monitoring. Additionally, this survey enables us to track other brand performance indicators, such as brand awareness, consideration, conversion, and perception.
Reputation improvement is implemented through regular monitoring of Pekao Bank’s reputation against its competitors.
Our ambition is to be among the leaders in customer experience, so in December 2022 we adopted targets for increasing customer satisfaction, the implementation of which began in 2023 and continued in 2024. We have set NPS targets for specific areas, but due to the confidentiality of the aforementioned data, it is impossible to describe them in detail in this document. The setting of targets related to indicators is the result of internal findings, but the basis for their determination is customer feedback collected during NPS surveys.
We monitor NPS indicators using two sources of data:
- external benchmarks;
- surveys conducted on behalf of the bank.
NPS is calculated according to standard methodology, i.e. NPS is equal to the difference of the promoters’ index to the critics’ index.
In 2024, we focused on improving customer satisfaction, identifying key priorities and an action plan. These initiatives have led to greater customer appreciation for the Bank and its efforts to enhance their experience, reflected in significant increases in the Net Promoter Score (NPS):
- +3 points in the individual customer survey in Q4 2024 compared to Q4 2023;
- +14 points in the sole proprietorship (JDG) customer survey in 2024 compared to 2023;
- +3 points in the SME customer survey in 2024 compared to 2023;
- +15 points in the MID customer survey in 2024 compared to 2023.
We continue to expand digital banking channels, mobile payments, and various remote services. Through digitalisation, we ensure easy access to banking services.
One of our goals as an organization is to engage in educational activities and activities aimed at equalizing opportunities for people in communities at risk of social exclusion or in extremely difficult financial or life situations. These goals also include activities in the area of financial education, which primarily involve the education of children, young people and seniors, especially from local communities.