Citadele Bank's Customer Service Jumps to the Top Ranks in Estonia

TALLINN - According to a customer service quality survey conducted by the research firm Dive, Citadele Bank's customer service is among the best in Estonia, ranking second for in-branch service and third for telephone service.

In Latvia, Citadele achieved first place in both categories, while in Lithuania, it secured first place in telephone service and second place in in-branch service.

"By strengthening its leadership position in customer service across the Baltics, Citadele proves that technological development can go hand-in-hand with a personal approach and high service standards," said Edward Rebane, Head of Baltic Retail Banking and a Member of the Management Board at Citadele. "In the future, we plan to integrate high-quality personal service even more closely with smart digital solutions to make banking not only fast and convenient but also proactive and individually tailored for each client."

Citadele is demonstrating strong competitiveness in the Estonian market, which is characterized by advanced digital banking and high customer expectations. In in-branch service, Citadele achieved second place with a score of 98.72 percent, showing that the bank offers strong customer service outside of digital channels as well. "The growth in customer service quality has gone hand-in-hand with an increase in the number of new clients, which as of January 2026 has grown by a remarkable 300 percent compared to the previous year," said Rebane.

According to the Dive survey, Citadele achieved a near-perfect score of 99.33 percent for its telephone service. In Rebane's view, this demonstrates that Citadele can meet the high standards of customers who value speed, clarity, and friendly communication.

In Latvia, Citadele once again demonstrated outstanding service quality, achieving a maximum score in both telephone service and branch visits. Citadele has held the top spot for customer service in Latvia for 11 years.

In Lithuania, Citadele's customer service is also among the best. For telephone service, Citadele achieved a 100 percent score, sharing the top position. "Given the highly competitive nature of the Lithuanian banking market, this result is particularly noteworthy. Customer expectations in Lithuania have also grown rapidly in recent years due to digitalization and increased competition," Rebane added. In in-branch service, Citadele achieved a score of 99.70 percent, securing second place.

The 2025 survey from Dive confirms that customer service remains a key competitive advantage in the Baltic banking sector. Overall ratings have risen, indicating a higher quality of service across the region. The high marks for most market participants in both remote and in-person channels show that banks are investing in employee training, service standards, and customer-centric processes. The study was conducted using mystery shopping and mystery calling methods.