Customer experience cannot be reduced to a single point of contact: it is shaped by the way staff communicate, how easy it is to navigate, and a bank's ability to understand what truly matters to a client's business. That is why three awards for Bank RBK in different categories of the Global Customer Choice Index 2026 became a particularly significant result for the financial institution, the website infohub.kz reports.
According to the findings of an international study of customer experience at banks in Kazakhstan, Bank RBK took prize places in three nominations at once: first place in "Best Staff Empathy and Engagement"; second place in "Most Comfortable Environment and Navigation"; and third place in "Best Experience for Small and Medium-Sized Businesses."
The study covered 22 banks in Kazakhstan. InteriseGroup experts conducted 337 visits, assessing customer experience across online and offline channels. The research analyzed 10 key criteria along the customer journey — from the first contact with the bank to service at a branch and the performance of remote channels. The assessment was carried out using the mystery shopper method, which makes it possible to see the real experience of a client's interaction with a bank.
"A good customer experience does not begin with technology or with a product — it begins with a simple feeling: that you are understood here. For us, it is important that a client finds every stage of interaction with the bank easy, clear and comfortable. Three awards in different categories show that this feeling is made up of several important components — people, environment and the ability to understand the client's needs," said Natalya Akentyeva, Chair of the Management Board of Bank RBK.
Three different sides of one experience. First place in the "Best Staff Empathy and Engagement" nomination is recognition of the quality of direct interaction with clients. Second place in the "Most Comfortable Environment and Navigation" category assesses how clear and convenient the environment of interaction with the bank is for clients. Third place in the "Best Experience for Small and Medium-Sized Businesses" nomination is a result in working with entrepreneurs, for whom speed, clarity of processes and attention to business needs are especially important.
Thus, Bank RBK's three awards reflect different elements of the customer journey — interaction, comfort and understanding of business needs.
"When clients interact with a bank, they form a single, holistic impression of it, without dividing their experience into separate channels or processes. That is why we assessed not only individual points of contact, but also how well they work together. In Bank RBK's case, the results show strengths in several areas of customer experience at once," said Aleksandr Bimkovsky, Director of the Research Block at InteriseGroup.
Based on the study, the banks were also provided with personalized recommendations for improving customer experience. This makes it possible to use the results not only as an independent assessment of the current level of service, but also as a practical tool for further development.
About the Global Customer Choice Index 2026. The Global Customer Choice Index is an international customer experience study conducted by InteriseGroup. The company specializes in customer experience assessment and business transformation and implements projects in various countries and industries, including the financial sector, telecommunications, media, medicine and industry.
*License No. 1.1.821.135, dated 15.07.2026, issued by the ARDFM.