Customer Relationship Management
Commitment
To prioritize customer centricity and relationships with all generations by listening to customer needs and investing in employee skills and attitudes to deliver the best service experience
Materiality
As customers matter most to the Bank, we are committed to achieving customer satisfaction which will lead to more business opportunities and a growing customer base. Our customer centric approach focuses on understanding their needs and expectations. We listen to our customers and conduct our business according to good corporate governance principles. Knowing what customers want enables us to offer products and services that meet their needs, deliver a good customer experience and win their hearts.
Management Approach
One of the key success factors for the Bank has been maintaining the customer relationship from one generation to another. We listen to customers’ points of view and conduct in-depth research and studies to understand the different needs and behaviors of each customer segment. These include customer satisfaction surveys, use of digital technology to analyze customer behaviors, and social listening through online social media. This enables us to improve our products and services to be more differentiated and various, and aligned with customer needs. We also continue to improve our service channels to ensure they correspond to lifestyles in the digital age, both online and offline, and enhance our service quality standards to deliver an exceptional experience for customers, with the aim to impress customers and build their trust.
Guidelines for Customer Relationship Management
The Bank encourages customers to use its services through its online channels through continuous development of Bangkok Bank Mobile Banking. This accommodates customers in making different transactions without needing to go to a branch e.g., deposit account opening, money transfers, investments in funds, and purchases of bonds and debentures. In addition, the Bank has in place automatic phone banking services and the Bank’s website so that customers are able to access information and news from the Bank in a more convenient way. At the same time, we work closely with different business partners to expand our customer base, especially the young generation, through collaborating with multiple educational institutions to provide financial knowledge and introduce our financial products. We also organize exhibition booths at various events to introduce products and regularly promote relevant information via our online media channels. Lastly, we continue to develop products and services that meet the needs of young people.
Guidelines for Customer Relationship Management
The Bank encourages customers to use its services through its online channels through continuous development of Bangkok Bank Mobile Banking. This accommodates customers in making different transactions without needing to go to a branch e.g., deposit account opening, money transfers, investments in funds, and purchases of bonds and debentures. In addition, the Bank has in place automatic phone banking services and the Bank’s website so that customers are able to access information and news from the Bank in a more convenient way. At the same time, we work closely with different business partners to expand our customer base, especially the young generation, through collaborating with multiple educational institutions to provide financial knowledge and introduce our financial products. We also organize exhibition booths at various events to introduce products and regularly promote relevant information via our online media channels. Lastly, we continue to develop products and services that meet the needs of young people.
Key Activities
Customer Satisfaction Survey
As we value the voice or feedback of every customer, we therefore conduct customer satisfaction surveys across all service channels on an annual basis as per the following details.
Customer Satisfaction Survey Results for Branch Services
The customer satisfaction survey on branch services is conducted with more than 75,000 branch customers per year and covers every branch. Survey results and customer opinions are communicated to all branch managers so that they can use the insights to make plans and improve the service quality standards of their staff and branches. Note that if there are customer complaints during the survey, the complaints will be reported to branch managers promptly so that actions will be taken according to the complaint handling standards of the Bank.
Customer Satisfaction Survey Results for Bangkok Bank Mobile Banking
The Bank runs an online customer satisfaction survey for mobile banking services every six months. We also invite customers for in-depth interviews to gain opinions and feedback in the form of focus group discussions. This helps us to understand the customers’ expectations towards the Bank’s products and services. We then will analyze and use this information to develop new features for Bangkok Bank Mobile Banking to better serve the needs of customers.
Customer Satisfaction Survey Results for Bualuang Phone
The Bank collects customer opinions from its phone banking services (Bualuang Phone 1333) through both interactive voice response (IVR) and customer support representatives (CSR). Customers can rate their experience and leave a voice message to provide feedback and suggestions right after a call. The Bank utilizes results from the survey, as well as other information such as dropout rate, volume of calls over a period of time, voice records and assessment results from individual CSR agents to improve and elevate service quality as well as considering additional services to offer in the future.
As we value the voice or feedback of every customer, we therefore conduct customer satisfaction surveys across all service channels on an annual basis as per the following details.
Customer Satisfaction Survey Results for Branch Services
The customer satisfaction survey on branch services is conducted with more than 75,000 branch customers per year and covers every branch. Survey results and customer opinions are communicated to all branch managers so that they can use the insights to make plans and improve the service quality standards of their staff and branches. Note that if there are customer complaints during the survey, the complaints will be reported to branch managers promptly so that actions will be taken according to the complaint handling standards of the Bank.
Customer Satisfaction Survey Results for Bangkok Bank Mobile Banking
The Bank runs an online customer satisfaction survey for mobile banking services every six months. We also invite customers for in-depth interviews to gain opinions and feedback in the form of focus group discussions. This helps us to understand the customers’ expectations towards the Bank’s products and services. We then will analyze and use this information to develop new features for Bangkok Bank Mobile Banking to better serve the needs of customers.
Customer Satisfaction Survey Results for Bualuang Phone
The Bank collects customer opinions from its phone banking services (Bualuang Phone 1333) through both interactive voice response (IVR) and customer support representatives (CSR). Customers can rate their experience and leave a voice message to provide feedback and suggestions right after a call. The Bank utilizes results from the survey, as well as other information such as dropout rate, volume of calls over a period of time, voice records and assessment results from individual CSR agents to improve and elevate service quality as well as considering additional services to offer in the future.
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