Aneta Korobkina, customer service and leadership coach
When most people think of countries with exceptional customer service, a few traditional names may come to mind—but Armenia is quickly proving it deserves its place on this list.
According to Aneta Korobkina, an internationally recognized coach in customer service and leadership, Armenia’s level of service is “much better than in some European countries.” Korobkina recently emphasized this point after partnering with Ameriabank on a groundbreaking service improvement initiative aimed at redefining professional standards and reshaping service industries in Armenia.
From the hospitality sector to banking, Armenia is drawing international praise for its efforts to enhance customer experiences and foster a service culture that keeps pace with evolving expectations. But how did this country manage to outpace long-established service benchmarks in Europe? Through consistent training, strategic initiatives, and a commitment to excellence.
Armenia’s Rise in Service Excellence
Korobkina, who has years of experience in customer service across the globe, noted that Armenia now holds a notable reputation in industries like tourism, hospitality, and banking. Armenia, alongside countries like Georgia, Kazakhstan, and Tajikistan, has been actively investing in training programs to improve service across industries. This concentrated effort has established a benchmark where customer care is not just a corporate function but an ingrained mindset.
The Role of Ameriabank in Transforming Armenia’s Service Sector
Ameriabank, a leading financial institution in Armenia, has emerged as a significant contributor to this cultural shift. With a focus on both digital transformation and service quality, the bank has set out to reimagine customer experience. Their initiatives include a Primary Service Improvement Program led by Korobkina herself.
This advanced program seeks to elevate customer support by:
- Enhancing communication between front and back office staff.
- Offering “Service Mindset” training tailored to middle- and back-office managers.
- Developing 27 internal coaches to foster a culture of consistent service excellence across teams.
Why Focusing on Service Mindset is Key
Beyond technical improvements, Ameriabank has adopted a “service mindset” framework that ties employee responsibility directly to the customer experience. This is more than mere lip service. Managers from across divisions participate in open discussions to identify pain points, align goals, and create actionable strategies to drive improvement.
The initiative also focuses on the collaboration between the back and front office, parts of the business that need more cohesion to ensure efficient service delivery.
The Broader Impact on Armenia’s Economy
Ameriabank’s dedication to reshaping its service culture is equally an investment in Armenia’s future. The ripple effects of improved customer service extend far beyond the walls of one bank. By setting a strong example, Ameriabank is pushing the country toward becoming a service-driven hub in the Caucasus region. This progression builds Armenia’s reputation as a destination for tourists, investors, and global partnerships.
How Armenia Stacks Up Internationally
While Asia continues to lead the way in service excellence, followed by the Americas, Europe has struggled to keep pace with modern customer demands. Korobkina explains that Armenia’s ability to surpass European standards is tied directly to its willingness to implement consistent, dynamic training programs across key industries.
The Future of Service Excellence
Real innovation in service happens when industry leaders like Ameriabank incorporate forward-thinking strategies and work toward continuous improvement. From fostering cooperation across departments to actively listening to team feedback, companies aiming for excellence must adapt to evolving demands.
For Armenia, the path is clear. With ongoing investment in its people and infrastructure, the country isn’t just keeping pace with global standards but creating a name for itself as a leader in genuine customer care.
Armenia’s story is a powerful reminder of what’s possible with the right mindset and a commitment to excellence. If you’re an organization looking to level up your customer service, ask yourself this: Are you building a service culture your customers will rave about?
Because in the end, service isn’t just about getting the job done. It’s about creating moments—from the smallest daily interactions to the most critical customer outcomes—that leave a lasting impact.
