Three Facets of Customer Experience: Bank RBK Wins Three Global Customer Choice Index 2026 Awards

Customer experience cannot be reduced to a single touchpoint. It is shaped by how customers are spoken to, how easy it is to find their way around and resolve an issue, and whether the bank understands what truly matters to their business. That is why Bank RBK’s three awards across different categories of the Global Customer Choice Index 2026 are a particularly significant achievement for the Bank.

Bank RBK took prize-winning positions in three categories in an international study of customer experience in Kazakhstan’s banking sector:

• 1st place – «Best Staff Empathy and Engagement»;
• 2nd place – «Most Comfortable Environment and Navigation»;
• 3rd place – «Best Experience for Small and Medium-Sized Businesses».

The study covered 22 banks in Kazakhstan. InteriseGroup experts made 337 visits, assessing customer experience across both online and offline channels. The research examined 10 key criteria across the customer journey — from the first contact with a bank to branch service and the use of remote banking channels. The assessment was carried out through mystery shopping, providing a view of what customers actually experience when dealing with a bank.

«Good customer experience does not start with technology or a product – it starts with a simple feeling: that you are understood. What matters to us is making every stage of a customer’s interaction with the Bank easy, clear and comfortable. Three awards in different categories show that this experience depends on several important elements coming together: people, the environment, and the ability to understand what the customer really needs», – said Natalia Akentyeva, Chairperson of the Management Board of Bank RBK.

Three Sides of the Same Experience

• First place in the «Best Staff Empathy and Engagement» category recognizes the quality of direct interaction with customers.
• Second place in the «Most Comfortable Environment and Navigation» category reflects how easy and intuitive customers find the environment in which they interact with the Bank.
• Third place in the «Best Experience for Small and Medium-Sized Businesses» category reflects the Bank’s work with entrepreneurs, for whom speed, straightforward processes and attention to business needs are particularly important.

Together, the three awards reflect different parts of the Bank RBK customer journey – interaction, comfort and an understanding of business needs.

«When customers deal with a bank, they form an overall impression of it rather than separating their experience into individual channels or processes. That is why we assessed not only individual touchpoints, but also how well they work together. In Bank RBK’s case, the results show strong performance across several areas of customer experience», – said Alexander Bimkovsky, Director of Research at InteriseGroup.

The banks that took part in the study also received individual recommendations on how to improve their customer experience. This means the findings can be used not only as an independent assessment of current service standards, but also as a practical tool for further improvement.

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 runs projects across a range of countries and industries, including financial services, telecommunications, media, healthcare and manufacturing.

License No. 1.1.821.135 dated July 15, 2026, issued by the Agency of the Republic of Kazakhstan for Regulation and Development of the Financial Market.