Serbia

The Serbian market shows moderate growth, with an overall score of 5.42, a slight increase on when the bank last appeared in the survey in 2022( 5.32), and and a more noticeable jump from 5.04 in 2020. Client Service and Relationship Management unsurprisingly receives the highest rating, with an impressive 6.20. Clients are quick to expand on this rating, with one highlighting the“ professionalism, prompt and clear communication” received, while Citi was commended for exceeding service expectations. This is not the only category which has seen significant improvements in ratings, although none to quite the same extent. Cash Management and FX increase to 5.67 from 5.17 in 2022. Asset Servicing also improved slightly, reaching 5.60 compared to 5.50 in 2022. However, there are areas where Serbia didn’ t perform as well. Account Management, which was 5.67 in 2022, dipped slightly to 5.60. Asset Safety also decreased to 5.25 from 5.33. Two areas that saw a more concerning drop are Technology and Pricing both falling 20 basis points from 5.00 in 2022 to 4.80 in 2025, with concerns being raised regarding minimum fees being“ higher than expected”. As mentioned, Citi receives plenty of praise from its clients in this market, and when asked to rate the overall quality of service received by Citi, it was rated as“ Outstanding”. Similarly, RBI has a presence in the market, and it is clear that its clients are more than happy with the provider – with unanimous agreement on recommending RBI to industry peers. Meanwhile, UniCredit has been rated as“ Above Average” for the quality of service it provides.