UrBC, Yekaterinburg, March 6, 2019. The Ural Bank for Reconstruction and Development (UBRD) got featured among the world’s best banks and among Russia’s top ten banks in the Forbes magazine’s recent rating, the bank’s press service reports.

The rating was based on a number of ranking criteria, including customer satisfaction, trust the customers and potential customers have in the bank, service quality, digital services development, and the employees’ expertise in terms of financial advice to customers. The magazine’s analysts surveyed around 40,000 people who bank with banks from twenty-three different countries.

‘We’re quite happy with our ranking and believe it to be well-grounded: the UBRD adopted the Happy Customer Strategy, which means we focus on exactly the criteria that were used in the rating. A tremendous amount of work has been done in the last twelve months to look into our existing customers’ needs and unique features and to switch to custom-made approach to different potential customer segments. For example, we used to only take into account four key customer behavior patterns in the past; now our profiling activity involves looking into 250 different characteristics. As a result, new customers keep coming and feel happy with the bank,’ says UBRD Marketing Director Alexei Merzlyakov.

The UBRD gets rated quite high in national and international ratings on a regular basis, be these ratings related to private customer service or business customers. The top rating positions stem from both impressive customer service parameters and the rates that are better than what the other market players offer.