Our customers

Our strategy

What we do

We create a unique corporate culture in which the customer and employee experiences are equally important.
We have introduced a unique process of joint development of solutions in partnership with users, as an organisation focused on human needs, which is our competitive advantage. We also deliver pragmatic value and a positive emotional connection with customers and employees.
We provide the best digital experiences for our customers to make them feel special.
We want to maintain personal relationships with our customers, particularly through our branches, managers and product experts. At the same time, we help them navigate the digital world.
Our customers are not afraid to entrust us with their data.
We provide an excellent customer journey so that our customers want us to assist them also with non-banking services. That is why our services go beyond banking.
We provide digital self-service for all processes from start to finish, unless this is not cost-effective or unless our customers prefer service in branches or remote services (Optichannel).

We maximise self-service across customer journeys. We migrate customers to digital self-service whilst continuing to provide support through traditional channels.
We use personalised communication and personalised offers across digital channels.
We accelerate Time to Value and Time to Market without compromising on quality.
We help clients navigate the green transition and advise them on how to implement it.
We develop a business network, i.e. we find trusted partners and help them arrange financing.
We combat digital exclusion, offer user-friendly digital products and advise our customers.
We ensure a high level of cybersecurity and transparency in communication, explaining risks to customers in simple terms.
Our compliance with regulatory requirements ensures security and stability, thereby strengthening customer trust.

How we do it

We have developed an integrated Total Experience (TX) approach. This is our way of designing and delivering exceptional experiences to our customers.
We support customers and employees by communicating with them in a way that resonates emotionally.
We design and test products and services with customers and employees based on the TX Guide.
We foster a culture based on collaboration, trust, diversity, empowerment and continuous improvement.
We centralise after-sales services and transfer them from physical channels to achieve automation.
We recognise digital and process management competencies, including robotisation, as key to a successful transformation.
We maximise customers’ use of digital channels, with the help of an advisor where necessary.
We focus on simplicity in documents, processes and language when communicating with customers.
We collaborate across segments to use the same solutions where possible and optimal. We ensure a seamless migration between segments.

We measure time-to-value, rather than just time-to-market for a service or product, and we are accelerating this process based on data.
We are implementing new CRM, modelling and experimentation tools as a lever for hyper-personalisation and omnichannel.
We create a service ecosystem through value-added services (VAS).
We develop transformative products and consultancy services across all segments.
We identify and exploit synergies within supply chains.
We run educational programmes on finance and cybersecurity.
We reduce financial exclusion and look after vulnerable customers.
We ensure the security of our customers in their digital interactions with us.
We build customer trust as a safe and reliable bank.

Our policies

Policy	Description of content / policy area
General Code of Conduct	The Code applies to all employees of our Group, regardless of the type of their employment arrangement. The Code sets out the ethical standards and rules of conduct that employees should follow when selling banking products and services, accepting or giving gifts and invitations and avoiding conflicts of interest.
Brand, Customer and Employee Experience Management Policy (TX Policy)	The policy defines how to effectively manage the experience of prospective and existing customers. It contains a description of the process for managing the experience of current and future customers. The TX Policy applies to all employees and associates, and its scope of application depends on the tasks and responsibilities of individual units.
5 Principles of Cybersecurity Policy	This policy promotes the responsible use of IT resources by the bank’s employees, based on five key cybersecurity principles. Its aim is to minimise the risk of information loss or leakage, including customer information, and to protect IT resources against cyber threats.
Brand and Marketing Policy	The policy sets out the operating principles for the marketing function, ensures brand consistency, and establishes the rules for cooperation within the global Group in the areas of marketing and branding. The document lays down uniform principles, responsibilities and key processes in the areas of brand management, marketing and communication to all stakeholder groups. The policy also contains the rules for sponsorship activities.
Policy on handling complaints, enquiries and root cause analysis	This document sets out standards and describes the process for handling complaints and enquiries at the bank. It also specifies how the analysis of issues reported by customers should proceed in order to help improve our internal business processes.
Consumer Protection Policy	This document sets out a control model ensuring the protection of consumer rights, regardless of whether they use the services of the Group or intermediaries acting on its behalf. The policy also describes standards for dealing with vulnerable customers. This is a group of consumers who, due to their personal circumstances, are more exposed than others to negative consequences or financial or personal losses.
Product and Service Commercialisation Policy	The policy sets out the principles and processes according to which all entities within our Group launch new products or modify those already available to customers. The document covers standards relating to, amongst other things: the design of product and service features, responsible sales, and the provision of information about products and services.
Responsible Banking and Sustainability Policy	In this document, we emphasise our commitment to creating value for customers by promoting responsible banking practices that take into account environmental, social and corporate governance aspects. We highlight the role of financial inclusion and sound finances. The Policy is based on international standards, including: the Universal Declaration of Human Rights, the United Nations Global Compact, the Principles for Responsible Banking (UNEP FI), the UN Sustainable Development Goals, the UN Guiding Principles on Business and Human Rights, the OECD Guidelines for Multinational Enterprises, and the Fundamental Conventions of the International Labour Organisation (ILO).

Our goals

The key goals we have set to ourselves in respect of customers stem from the ‘Total Experience’ pillar of our strategy. These are:

A unique corporate culture in which the customer and employee experiences are equally important.
A unique process of joint development of solutions in partnership with users – we are an organisation that focuses on human needs, which is our competitive advantage; we deliver pragmatic value and foster positive emotional connections with customers and employees.

NPS (Net Promoter Score)

TOP 3

in the banking sector in Poland - result 2025

NPS (Net Promoter Score)

TOP 2

in the banking sector in Poland - plan for 2026

These targets relate to our retail customers. The NPS measures the loyalty and satisfaction of the bank’s customers in benchmark surveys. It allows us to analyse the overall customer experience and their willingness to recommend the bank’s services. NPS is measured on a scale of 0–10, where promoters are those who score 9–10 and detractors those who score 0–6. The baseline year is 2023, with a TOP 3 NPS score. Progress towards the target is monitored on a quarterly basis.

Our actions

Ensuring customer satisfaction is one of the key elements of our strategy, which is why we conduct regular surveys across all segments. We also analyse customer feedback based on meetings and conversations, complaints, comments on social media, telephone and in-person enquiries, and analytical data from the bank’s systems . These surveys provide additional insights for customer experience management processes. Based on this information, each business segment sets priorities and develops action plans. We identify both positive and negative impacts on customers so that we can manage them appropriately.

Customer service standards within our Group:

We promote equal treatment of customers: regardless of their origin, gender, age, religion or social status, all customers are treated fairly and equally, in accordance with the principles of responsible banking.

When creating information materials, marketing communications or organising events, we are guided by the principle of providing honest and complete information about our products. We craft our communications with customers using a simple and understandable language, taking into account the characteristics of the target group, and include all mandatory information required by regulations and standards set by financial supervisory authorities, as well as the principles of fair competition.

As a bank, we are a signatory to the “Code of Banking Ethics” and the “Banks’ Declaration on Plain Language Standards”. We gradually introduce plain language standards in all contracts and other documents which, as a result, become more understandable and readable for customers. In our communications, we are guided by the principles of uniformity, consistency, transparency and neutrality.

We comply with national and EU standards on data protection against cyber threats. Our information security management system is certified to the ISO/IEC 27001:2013 standard.

We strive to raise awareness of modern cyber threats, which is why we conduct regular educational activities using a variety of communication channels, including those that reach customers who are less active online:

Educational campaigns in online and mobile banking
The “Don’t Believe in Fairy Tales” campaign
Promoting the use of the CyberRescue tool
Running the Self-Reliant and Safe Seniors Online programme on an ongoing basis.
Collaborating with the Polish Bankers’ Association and the Warsaw Institute of Banking on nationwide cyber-education campaigns and initiatives.

Since 2010, we have been implementing the Barrier-Free Service Programme. Its aim is to ensure that the bank’s services are accessible to customers with a variety of needs, including those with disabilities.

“Barrier-Free Service Standards” apply in all branches and partner outlets.

Branches and partner outlets are equipped with, among other things, mini magnifiers and frames that make it easier for visually impaired and blind people to sign documents. Furthermore, some branches are fitted with Totupoint audio markers, which assist people with visual impairments and make it easy to find the branch entrance and navigate the premises.

Customers who cannot read or write can seek assistance from an advisor in executing their transactions. At bank branches, partner outlets and via remote channels, customers can connect online with an advisor who uses Polish Sign Language (PJM).

Branches are designed and modernised in accordance with accessibility guidelines. The solutions implemented include, among other things, portable induction loops, and access for wheelchair users and persons with special needs.

Remote channels – online and mobile banking, as well as the www.erste.pl website – are being developed and tested for accessibility by all customers, including those with disabilities.