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Tinkoff Bank cuts the cost per ticket* by 3 times with AppFollow

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Nurzhan Ospanov
Tinkoff Bank cuts the cost per ticket* by 3 times with AppFollow

Table of Content:

  1. Challenge
  2. Solution
  3. Result

Tinkoff Bank is the world's largest digital bank by customer base and the second largest provider of credit cards in Russia. Tinkoff Bank offers a wide range of services: from mobile personal accounts, services for business, investments and insurance products to travel, ticketing and booking services — all available through its app. The bank does not have face-to-face branches and is considered a neobank.

Challenge

Tinkoff Bank is rapidly expanding its user base and services. Swarmed with numerous new reviews for their mobile app, Tinkoff’s team was no longer able to tackle them all. This factor negatively impacted the average response time - one of the key aspects of high-quality customer service experience Tinkoff strives to bring to its customers. Responding to app store reviews for Tinkoff mobile apps was the responsibility of the Social Media Marketing team — until they started to use AppFollow.

Solution

At this point, the Tinkoff team decided to switch responsibility between teams: the customer Support Team now handles the app store reviews for Tinkoff products. The need for a specialized tool arose when the Tinkoff's team realized the need to aggregate app store reviews to their own internal help desk system. That's exactly where AppFollow came into play. Custom integration developed by AppFollow allowed Tinkoff to reach this goal.

“Having a chance to get all reviews and work with them in one place was the most obvious advantage for us and we’ve decided to go with AppFollow”.

Aleksey Shuravin - Head of Social Media Support Department

Result

Once Tinkoff started to use AppFollow, the cost per ticket decreased by 3 times.

The reply rate for the main Tinkoff app has reached 70% for iOS and 50% for Android throughout the whole period of AppFollow usage. The average response time decreased by 10.2 times.

Tinkoff Bank has also noticed an increase in the rating for the main app as a result of more active review management. The average total rating for the iOS app has increased from 4.55 to 4.82 and holds around 4.8 for the Android app.

Tinkoff group has replied to more than 150 000 reviews in a less than 2 years period — with the help of AppFollow.

“I’d suggest choosing AppFollow if you want to quickly respond to mobile app reviews and bring your cost per review down. AppFollow is also very stable as we’ve never faced any issues while the number of our apps and reviews increased significantly since we started using this tool”.

Aleksey Shuravin - Head of Social Media Support Department

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* Tinkoff Bank treats every mobile app review they process as a ticket. Hence we refer to this metric as the cost per ticket.

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