The project is designed for elderly, people with limited mobility and people with disabilities, said Vladislav Kreinin, a representative of Sberbank.
Sberbank representative Vladislav Kreinin
Moscow. 9th December. site - The geography of the "Special Bank" project will cover not only Moscow, the Moscow Region and St. Petersburg, but also other cities of the Russian Federation from 2017, Vladislav Kreinin, Managing Director of the Department for the Development of Relations with Clients with Clients of Sberbank, said at a press conference in head office Interfax agency. The project is implemented jointly with the international payment system MasterCard, the pilot phase will end at the end of December this year.
The "Special Bank" project is designed for the elderly, people with limited mobility and the disabled. It is planned to adapt all channels of the bank's service - physical space, digital environment, communications. The bank also intends to introduce new channels of interaction and new banking products for them.
At present, representatives of Sberbank have entered working group organized by the Central Bank of the Russian Federation, where the experience of creating a barrier-free environment in banking environment. Thus, the pilot project of Sberbank may have an impact on the choice of solutions for equipping Russian banking offices, as well as on the formation of products for a fairly wide but special category of people, Kreinin believes.
The Special Bank project will operate as a long-term one, while its implementation provides for financing within the framework of the general investment plan approved by Sberbank. The project involves the creation of an accessible environment for people with limited mobility, people over 55 who face restrictions when using banking services, as well as for people with disabilities in various categories of diseases - with disorders of the musculoskeletal system, visually and hearing impaired.
"Today, as part of a project in Zelenograd near Moscow, a service is being launched that allows people who are unable to reach the bank's office to receive Banking services", - said Kreinin. He added that as part of the pilot project, ATMs are being purchased that are adapted to the problems of customers with visual and hearing impairments, the organization of space in offices is being discussed. Adaptive solutions are planned on the Sberbank website, a font for the blind will be used. In the future experts set the task in negotiations with insurers to create special services for customers with limited mobility in such lines of business as travel insurance, accident insurance, etc. (According to standard programs, disability is considered a consequence of a sudden insured event).
Sberbank on Friday also released the results of a study conducted as part of the Special Client project. According to the study, 40 million people with limited mobility live in Russia, of which 12.7 million are disabled, people with disabilities in Moscow - 1.2 million. both vision and hearing. According to the World Health Organization (WHO), in the Russian Federation there are from 1.8 million to 5 million people with visual impairment, 1.5 million people with musculoskeletal disorders, 8-9 million people with hearing impairment, with mental development - 2 million people.
About 90% financial resources in their lives, all these categories of citizens receive through Sberbank as social benefits.
The main conclusion of the study is that the main barrier to creating an accessible environment lies in the field of communications, this is the so-called "human factor". Specific gravity this factor in the list of barriers is 80%. "We are talking about mental and emotional barriers in communicating with this group of clients," - said Kreinin.
Therefore, according to him, the head of Sberbank German Gref recently appeared before the public on the Day of the Disabled in an imitation GERT suit, which allows its wearer to experience firsthand what they experience when visiting bank office people with problems in the motor system, with vision and hearing problems. "After I spent a short time in GERT's shoes, my speech became quieter and my movements slower, my colleagues noted this," admitted Kreinin.
The organizers of the "Special Bank" project said that in St. Petersburg, the presentation of the project using the GERT suit, which followed the Moscow one, was stormy. It lasted three times longer; journalists, bankers, and athletes were in the queue of those wishing to try on an imitation suit.
In the middle of last year Sberbank presented to everyone his new projects aimed at helping people with special needs. Project " Special bank» was created jointly with the company master card. The purpose of this project is to create a convenient infrastructure for visiting and servicing at the bank, receiving banking services at home, as well as creating an electronic sign language interpreter in branches that will help translate speech into sign language.
This project will help the elderly, people with limited mobility and the disabled. In the project "Special Bank" all possible areas and methods of servicing the bank will be adapted with the introduction of new innovative banking products.
At the moment the project Special bank» being implemented in the branches of Moscow, the Moscow region and St. Petersburg. But from 2017, the bank plans to expand the areas and implement the project in the regions of Russia.
More than 37% of all branches have already been equipped by Sberbank for the needs of people with special needs. More than 16,000 ATMs have been made wheelchair accessible, and over 9,000 ATMs have been equipped with Braille. For visually impaired customers, the bank offers to confirm transactions using a facsimile.
Recently, a service was launched in Zelenograd, Moscow Region, which will allow customers who are unable to reach a bank branch to receive financial services at home.
Note that Sberbank began development in the right direction and provides great assistance to vulnerable segments of the population. We hope to continue to increase the equipped branches and introduce technologies aimed at helping our customers.
The bank has created all conditions for servicing customers with disabilities. Photo Interpress/PhotoXPress.ru
October 1 is International Day of Older Persons. Leading credit institution RF - Sberbank - special attention is paid to this category of residents of the country. It is no coincidence that there is even a separate division "Special Solutions". Its employees are engaged in adapting the bank's products for the elderly, as well as clients with varying degrees of hearing, vision and musculoskeletal disorders.
The clients of the Special Bank are not only people with disabilities, but also the so-called low-mobility citizens, including older people with temporary health problems and other citizens who have difficulty moving independently, receiving services or information. At the same time, special attention is paid to older people, because everything that Sberbank does for clients with disabilities can also be suitable for the needs of older clients. The Bank values them just like other customers and makes sure that services and infrastructure are convenient and accessible for them.
The client of Special Bank is a user of the ecosystem of banking and non-banking products. The division team is primarily working on the points of contact between clients and the bank. These are offices, self-service devices, the Sberbank Online website, a call center, chats and other services of the bank's ecosystem.
The banking application and website have already been adapted for customers with hearing and vision impairments. And thanks to the compliance of the office architecture with the principles of universal design, the client enters the department without outside help. In addition, he has the opportunity to independently familiarize himself and sign the contract, as well as independently withdraw money from an ATM using the audio output and the voice guidance program.
It should be noted that more than half of the branches of the credit institution have been adapted to the needs of clients of the "Special Bank" category. It is no coincidence that in terms of the level of adaptation of branches to the needs of clients with special needs, Sberbank ranks first in the rating. Central Bank RF.
“We treat the elderly with special care, appreciate their loyalty to our brand and try to implement services and profitable offer, - says Alexander Torbakhov, Deputy Chairman of the Board of Sberbank. – It is important that older customers note the convenience of working remotely with the bank and modern payment technologies. Already a third of all our retired clients use Sberbank Online to receive financial services.”
There are additional benefits for older clients at Sberbank: free map"Mir" to receive a pension with 3.5% on the card balance when receiving social benefits. When paying with a card, the client receives increased “Thank you” bonuses from Sberbank partners. There is also a special site SberbankActivno.ru, which was created specifically for pensioners and includes an online magazine, useful courses for the elderly, advice on financial literacy, health and medicine.
The main thing in the "Special Bank" program is, of course, the adaptation of channels of interaction with an elderly client.
Firstly, electronic queue in the offices of Sberbank it is voiced, so at the right time you will hear where to go. The manager will talk to you about the terms of the contract before signing, and you can sign without a power of attorney. Moreover, he can switch the presentation of the service on the screen to a convenient contrast mode at any time. Secondly, it is possible to call the Sberbank contact center directly from mobile phone call 900 and ask any questions. Thirdly, you can use the chat for customers with hearing and speech impairments to communicate with a bank specialist.
It is very important that both the Sberbank application and the website are adapted for reading by blind and visually impaired customers using the VoiceOver and TalkBack screen reader. In this case, you can change the contrast and font size. Graphic elements are voiced, and navigation is simplified. You can navigate through the pages of the site using one keyboard. Accordingly, these factors are also taken into account when setting up Sberbank ATMs. By the way, already 3,000 ATMs have headphone jacks to make it easier for blind customers to use them.
“We are sensitive to the needs of all our clients and are constantly working to improve services that allow people with special needs to fully use financial instruments offered by Sberbank,” notes Alexandra Altukhova, director of the Special Solutions division at Sberbank. “For high-quality testing of innovations and the search for optimal solutions, we involve experts with various types of hearing and vision impairments in our teams.”
“This summer, the Bank of Russia, together with sociological agencies, conducted a study on the accessibility of banking services for persons with disabilities,” Natalia Milchakova, deputy director of the Alpari analytical department, told NG. – The results of the study showed that 92% of people with limited mobility have at least one open bank account. And of course, first of all, we are talking about Sberbank, which, since its inception, has historically paid great attention to social issues, including servicing the elderly and people with disabilities. It is Sberbank that has the most extensive experience in this area among the largest Russian banks. According to a survey conducted by the Central Bank, more than 73% of the disabled people surveyed expressed satisfaction banking service in offline offices and, of course, Sberbank is also recognizable here in the first place. Sberbank also puts modern technology at the service of its clients, including people with disabilities. We are talking about the provision of remote banking services using the Sberbank Online service and a mobile application, as well as the opportunity for people with limited mobility to receive banking services right at home.”
From January 23 to March 23, Sberbank is conducting a pilot project on the use of a remote sign language interpreter in the Bank's divisions, the Moscow branch of the All-Russian Organization of the Deaf reports.
There is a remote sign language interpreter in two divisions of the Bank in Moscow and one division in Zelenograd. Branch addresses:
It all started when a research program was launched in May 2016, as a result of which Sberbank, together with partners, will offer people with special needs solutions specially designed for them. In particular, such bank customers will be offered a range of services at home. Another pilot project will be the use in departments of an electronic sign language interpreter, software for translating spoken speech into sign language. Test launches are planned for September 2016.
July 28, 2016, Moscow - Sberbank presented Special Bank, a project to adapt banking products and services for people with special needs. The project is being implemented in partnership with Mastercard.
Earlier, Sberbank, together with the All-Russian Society of the Blind, implemented a special ATM service technology for visually impaired and blind people. ATMs are designed in such a way that a customer can plug in an earpiece and thus activate a specialized service scenario, which includes voice guidance for transactions, a contrast interface, the ability to use a PIN keyboard and a screen. The client can adjust the volume and choose a background to display visual information. It is noted that all new Sberbank ATMs will be equipped with an audio output, which is necessary for servicing visually impaired and blind people.
“The mission of the Special Bank project is to give everyone the opportunity to live a full and interesting life thanks to the services of Sberbank,” said Vladislav Kreinin, Managing Director of Sberbank’s Customer Relations Development Department. - "Special Bank" is an ecosystem of products and services for bank customers with disabilities, built with sensitive attention to their life scenarios and needs. We will design our services together with the best experts from NGOs and our clients.”
"Expanding access to financial services and the dissemination of financial knowledge are the priority areas of Mastercard's work around the world and in Russia, - said Galina Ganeeva, Vice President of Mastercard in Russia. - We do our best to make our technologies and knowledge available to Russians, and we pay great attention to the Special Bank project. This research-intensive initiative will provide solutions and products never seen before, enabling all citizens to access modern banking services in the same simple and convenient way.”
To date, 37% of Sberbank's divisions have been adapted to the needs of people with special needs. 16,856 Sberbank ATMs are located on a lower level for easy wheelchair access, 9,808 are equipped with Braille. The visually impaired can arrange a transaction at Sberbank using a facsimile.
| PJSC Sberbank - largest bank in Russia and one of the leading global financial institutions. Sberbank accounts for about a third of the assets of the entire Russian banking sector. Sberbank is a key lender for national economy and occupies the largest share in the deposit market. The founder and main shareholder of PJSC Sberbank is central bank Russian Federation, owning 50% of the authorized capital plus one voting share. The other 50% of the Bank's shares are owned by Russian and international investors. More than 135 million people use Sberbank services individuals and more than 1 million enterprises in 22 countries of the world. The bank has the most extensive branch network in Russia: about 17,000 branches and internal structural divisions.
| MasterCard- technology company operating in the global payments industry. We operate the world's fastest payment processing network that connects consumers, financial institutions, merchants, governments and businesses in over 210 countries and territories. MasterCard products and solutions make everyday tasks easier, safer and more efficient, such as shopping, traveling, doing business and managing finances.
- What is Sberbank's "Special Solutions"? What are your goals?
— The mission of the Special Solutions division in Sberbank’s retail division is to help customers live by building an ecosystem for them of products and services for the most common life scenarios. Sberbank unites people into segments, and these are not only the usual youth, pensioners and highly profitable clients, but also children, parents, people with disabilities, philanthropists, and so on.
The product of our work is an ecosystem for a specific customer segment: products, services, service and communication channels. It is important to see the potential of the segment in the market, to discover the pains and key needs of the client of the segment and offer him a range of services, to become a life partner.
Another significant product of the division is the social effect that Sberbank, as a business, has on society.
— How has the life of Sberbank customers changed in 2018 thanks to your division, what can you be proud of?
— One of the focus segments for the bank is children and their parents. On Knowledge Day, we launched the SberKids children's app, which teaches financial literacy to Sberbank's youngest clients from the age of 6. Now we understand our children-customers better: we learned that, for example, children can solve their problems with the support service on their own, they want to save and open piggy banks in SberKids for this and actively use them.
In March, Sberbank, with the support of the search team Liza Alert, presented the social project "Safety Island", the purpose of which is to tell children that if you get lost, come to the Sberbank office and they will always help you. Sberbank employees have already helped three children find their parents.
For our smallest and most important clients and their parents in all branches of the bank, we offer a savings program for the education of the child "Ticket to the Future": in addition to convenient and profitable savings, the program includes the support of a consultant who will help you navigate the field of educational services.
This year, Sberbank was the first in Russia to insure all the children of owners premium packages cancer services. And we consider it important to continue working on special solutions that give our customers confidence in the future.
“Such special solutions are required not only for children, but also for pensioners and the elderly. What projects do you have in this direction?
— We refer our retired clients to the Active Age segment. In connection with changes in pension legislation in Russia, we have updated our strategy for working with older people, we have begun to think more about those of our clients who have a few years left until retirement. Our key goal now is to redesign our product and non-financial offerings to respond to new customer requests related to pension reform.
A separate challenge for us is the task of changing the culture of attitude towards long-term savings, including for the purpose of saving for retirement, among clients of different ages, who now do not even think about it.
Modern pensioners lead a very active lifestyle. More and more Russians of retirement age want to expand their opportunities, including through loans. Therefore, Sberbank increased the age limit for receiving consumer loans for five years: loans are now available for customers over 65, subject to the end of payments before the age of 70. A loan can be issued at the office or in Sberbank Online, and the bank takes about two minutes to make a decision on the application.
People at this age are increasingly using digital services. Therefore, we also offered a service for transferring pensions to Sberbank Online, this service has become very popular among customers.
— This year, Sberbank introduced several services for people with disabilities. Tell us more about why a commercial organization needs it.
We believe it is important to change the way society thinks about people with disabilities and we want to be an engine of change both in terms of attitudes and in terms of creating equal opportunities for such clients. On the basis of Sberbank, we have created a platform for dialogue with the community, where we discuss existing problems and, together with employees, customers and others major players in the Russian market we are looking for solutions to improve the level of service and security of clients with special needs.
What does it mean to adapt services for people with disabilities? The main thing is the desire to know and understand the special needs of our different clients. After that you need to adjust banking processes and set up services so that a deaf client is offered an alternative to calling a call center, a blind client is offered all documents in audio format, a person in a wheelchair is offered the opportunity to enter a branch, and so on.
A number of customized services can be cited as an example. In the first 24 cities, clients with hearing or speech impairments are served in the offices with the help of remote video sign language interpretation. Blind clients use with screen readers mobile app Sberbank Online. We also continue to adapt branches and create a physically accessible environment: so far, about 45% of offices have been adapted.
On International Day of Persons with Disabilities, we launched the Digital Accessibility Guide to the market, which can now be used by any organization, and the first public service video on the importance of accessibility.
— In addition to adaptation and development of solutions for people with special needs, do you also promote participation in charity on the Sberbank Together platform?
— Sberbank Together is an online platform for charitable foundations selected on the basis of impeccable reputation and transparency. More than 100 funds are collected here. The platform enables easy and regular donations to the fund of your choice. Our task is, with the help of Sberbank Together, to provide convenient solutions for those who wish to participate in charity.
This year, we started to attract clients to charity smarter: we made interesting integrations on Sberbank Together with video bloggers, with our SberKot VKontakte chat bot, we attracted well-known musicians and actors to promote charitable stories.
Thanks to this, the stories of targeted assistance in various fields life, where people require special attention and care. Thus, we helped raise the necessary funds for the work of nurses for terminally ill children, the payment of psychologists-curators for mentors and adolescents from orphanages, the purchase of food for bison in the winter and the repair of tiger enclosures, and so on.
On the eve of the New Year, on the Sberbank Together platform, we opened up the opportunity for everyone to purchase and give charity certificates to relatives and friends. According to statistics, more than half of Russians choose as gifts for New Year souvenirs or sweets, while the most popular words of congratulations on the holiday are wishes for happiness and health. Sberbank Together charity certificates are a unique opportunity for us and our clients to turn words into deeds and give happiness, health or even life to those in need.
