The major groups of complaints:
- Queues (, quality of personnel work (24%)
- Inconvenient working hours (24%)
- Difficulty to get through on the phone (22%)
- Confusing tariff scales and promotional booklets (16%)
36% of customers are ready to switch to another bank right now and the next 19% of the respondents will do this, if their banks do not change the service quality in the near future.
Prospects and positive expectations
According to the experts, VISA is leading on the Russian market of international payment systems (85% - turnover, 65% - issued cards amount). Second place takes Mastercard with 15% and 38% accordingly.
Some banks create ballyhoo around the credit cards market to promote new products and payment systems in Russia. They overestimate the scale and importance of the process describing the situation as “Russia experiences credit cards boom”, “credit cards have come into substantial use among Russian people”, “rapid growth rates”. However, such announcements are supported by the following figures:
By the end of the first quarter, 2005 the amount of cards issued by VISA reached 17 mln. (yearly growth 62%) and the total turnover of VISA cards exceeded $29 billion. At the same time Mastercard issued 9,7 mln. plastic cards. The growth was mainly due to the emission of credit cards - 169%, debit cards made up 76%.
The common share of the credit cards (both VISA and Mastercard) could be estimated 18,5% (nearly 5 mln. items).
According to the VISA International press service, Russia is leading in the emission volume, cards turnover and total number of transactions among the countries of the CEMEA region (Central and Eastern Europe except EU, Middle East, Africa - 84 countries in total). Some figures are even close to those of the European Union. The total cards turnover during January-March, 2005 made up 270 mln.USD (58,4% growth).
Oliver Hugh, Deputy Director of VISA International representative office in Russia and vice-president of VISA CEMEA, singled out the following stages of cards market development in the country:
1998-2002 - bank cards market development (debit card products)
2001-2004 - mass development of the market with the prevalence of salary projects
Starting from 2003 - retail crediting boom, from 2005 - credit cards market development
2006 - dynamic turnover growth.
Today we observe certain market saturation with consumer credits. The demands of people have changed - they wish to make use of the credit card conveniences while buying food, furniture, household appliances, petrol. As the research carried out by IMCA shows, Russian people are willing to spend 30% more money from their credit cards than from the debit ones.
The main types of consumer behavior
- Impulse credit (from $100 to $2000). Simplicity of registration and time are the major criteria for this group of people in choosing a creditor.
- Credit caused by circumstances and objective necessity (from $600 to $3000). Main criteria in choosing a bank: first installment rate, interest rate, monthly installment rates, repayment period. This group is the target one for promoting credit cards.
- Planned long-term credit from $3000-$10 000.