Today, trust has ceased to be just an emotional factor – it has become a full-fledged economic category. Companies need to feel the needs of their customers and build a strategy based on values, transparency and quality. This is what forms trust – the "key currency" of the modern market.
For 16 years, the "Consumer Choice Award" has brought together brands that focus on quality and innovation, and those who choose them every day – consumers. This year, the award winners are companies representing a wide variety of industries – from everyday goods and finance to technology and services. All the winners have one thing in common – the ability to understand the needs of the audience and create value that goes beyond the basic product. Among the winners are the Gazpromneft filling station network, Samsung Electronics Rus Company, the Directorate of Railway Stations, the FrutoNyanya brand, LG Electronics, the XFIT brand, Alfa NPF, Kapital Life Insurance Life, the Pyaterochka retail chain, ORMATEK, VTB Bank, AlphaChef, SDEK, the Zdraste coffee shop chain, VIVALABEAUTY, the POBEDA retail chain, Alfastrakhovanie-OMS, Alfa-Bank, Bank "St. Petersburg", Hisense, Gorenje, Natura Siberica, Gazprombank.
One of the key criteria for selecting winners is the systematic development of digital services and a customer-centric approach to service.
"Receiving the award confirms that we are accurately responding to the changing expectations of motorists: they value speed and personalized service, supported by modern digital solutions. We are developing stations as a space where technology complements human participation. Our goal is to make our guests feel comfortable at any filling station, anywhere in the country," said Oleg Kuzmenkov, head of the Gazpromneft filling station network.
"Our multilingual chat-bot has automated a quarter of voice and more than half of text requests, providing customers with quick and accurate answers without waiting. The bot is constantly learning, focusing on customer requests; plans include expanding functionality and the language base," commented Sergey Sokolan, Director of the Service Department of LG Electronics Russia.
"Our philosophy is based on building a customer-centric service ecosystem. Consistent development of digital channels and analysis of feedback allow us to create strong trusting relationships with consumers," noted Anton Sukovatyy, Director of the Service and Customer Support Division of Samsung Electronics in Russia.
The financial sector is changing: customer focus is no longer a "plus for reputation", but a strict market requirement. Consumers want simplicity, transparency and care. The expert council of the award noted those who are already working according to the new rules.
"Funds are improving online processes to ensure a level of interaction that is familiar to users of other financial organizations – primarily banks. The launch of the PDS has led to qualitative changes in the work of providers – NPFs, which have made a noticeable service leap in connection with the need to attract and retain customers," shared Larisa Gorchakovskaya, General Director of Alfa NPF.
As noted by Evgeny Gurevich, General Director of Kapital Life Insurance Life LLC: "Today, citizens expect not only payments from an insurance company, but also real support in organizing medical care. Using the latest technologies and artificial intelligence, we create solutions that help our clients in difficult life situations. In combination with life insurance, this forms an ecosystem of a healthy lifestyle."
For companies operating in the FMCG and service sectors, product quality is primarily a reflection of concern for people. Therefore, special attention was paid to projects where innovation is combined with empathy and attention to detail.
"Every day we make a choice: whether it's a work process or a product on the shelf. It's not easy to navigate the flows, which is why we interact with our consumers to anticipate their desires. Our mission remains unchanged: to help mothers and fathers raise happy children," commented Elena Masko, Head of External Communications at PROGRESS JSC (FrutoNyanya brand), on her participation in the award.
"Pyaterochka is not the first time to become a laureate of the Consumer Choice Award, and for us this is another important confirmation that we are moving in the right direction. We are proud of the success of our line of healthy products, which makes healthy eating accessible to a wide range of consumers. These results inspire us to continue to develop and expand the range, offering our customers high-quality and affordable products for a healthy lifestyle," shared Andrey Egorov, Director of Strategic Marketing of the Pyaterochka retail chain.
"Modern fitness is not only training, but also digital comfort," noted Artur Morozov, Director of Digital Products at XFIT. "Therefore, one of the priority areas of our work is the development of a mobile application. When services are available online, it is easier for people to start and stay in the training process without losing motivation and time."
"Creating popular services begins with understanding the needs of passengers. Business lounges at railway stations are a clear confirmation of this – when the service is thought out to the smallest detail and the passenger's comfort is a priority, the waiting time for the trip becomes a pleasant part of the journey," added Arnella Abdullaeva, Head of Marketing and Customer Service Development at the Directorate of Railway Stations – a branch of Russian Railways OJSC.
The Consumer Choice Award traditionally emphasizes: the pursuit of quality is not a one-time action, but a strategic line followed by leading companies. The laureates of 2025 showed that it is sustainable values, respect for the client and constant improvement that become the basis of trust and reputation.
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