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
Demand for financial services has changed significantly as digital technology plays an increasingly important role in our daily lives. Moreover, younger generations are playing an increasingly significant social and economic role and possess attitudes and lifestyles that can differ greatly from those of previous generations. To respond to changes and strengthen competitiveness, the Bank therefore studies customer needs and expectations and listens to the voice of every group of customer to be able to develop products that meet their needs and deliver the best experience to all customers. In addition, we also emphasize customer relationship management along with conducting an ethical business to be able to maintain continuous and good relationships with successive generations.
Managing Customer Relations
We are committed to building and maintaining good and long-lasting relationships with customers and adopt a customer-centric approach to listen to opinions and understand the true needs of customers as well as to develop products and services that meet the needs of each customer group. We conduct in-depth research to understand the different needs and behaviors; conduct customer satisfaction surveys and social listening through social media to use data to develop a variety of products and services consistent with customer needs; and enhance the quality of service. Additionally, we are well-equipped to provide advice on products and services that are suitable and beneficial to customers. Our ultimate goal is to deliver a memorable experience that leaves a great impression and brings about a strong bond between customers and the Bank.
The Service Quality Team gathers information from service quality assessments, customer satisfaction surveys and customers’ complaints to communicate with branch employees on Knowledge Days which are held on a weekly basis and the monthly meeting with branch managers to work together to improve service quality and prevent recurrence of similar mistakes. The Service Quality Team also hosts the Best Employer of the Year recognition event at both district and regional levels, and an annual Quality Sales Quality Services event for the top performing branches to be a good example for other branches to learn from and follow suit.
In addition, we give priority to developing offline and online service channels, communicating information through various channels, engaging customers through various means, setting up a booth to present information to customers, as well as providing customers with the opportunity to make suggestions or exchange opinions with the Bank.
Capability Development for Service Providers
As market conduct is an essential foundation on which to build good customer relationships, the Bank has set guidelines and operating manuals on market conduct for employees to ensure their proper compliance. We consistently communicate with our employees and provide for necessary training to ensure that customer services are conducted fairly and without discrimination. In addition, we regularly audit market conduct of our employees to ensure compliance with the Bank’s guidelines and the Compliance Unit’s requirements.
We develop the capabilities and knowledge of our employees so that they have a full understanding of the products and services offered by the Bank, as well as customer needs, and they respect customer rights. We strive to minimize operational mistakes to elevate the quality of service. The Bank requires employees to attend training programs related to policies and guidelines on customer treatment such as Personal Data Protection and Market Conduct. To monitor performance, the Bank has assigned the Service Quality Team to assess and monitor the service quality of branch employees on an annual basis as outlined below.
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- Mystery Shopping is a quality assessment method to evaluate branches throughout the country in terms of service provision, the appropriateness of the location, and whether the product sales process meets market conduct requirements. In 2023, there were three rounds of service quality assessments conducted through mystery shopping.
- Service and Sales Quality Roleplay (SQR) aims to educate and evaluate employees in all branches nationwide for the process of presenting investment products, funds, insurance, savings account products, debit cards, credit cards, and home loans using simulated roles to test employees' knowledge and understanding.
The Service Quality Team gathers information from service quality assessments, customer satisfaction surveys and customers’ complaints to communicate with branch employees on Knowledge Days which are held on a weekly basis and the monthly meeting with branch managers to work together to improve service quality and prevent recurrence of similar mistakes. The Service Quality Team also hosts the Best Employer of the Year recognition event at both district and regional levels, and an annual Quality Sales Quality Services event for the top performing branches to be a good example for other branches to learn from and follow suit.
Key Activities
In 2023, the Bank continued delivering positive digital banking experiences by focusing on convenience and security for all customer groups. Key developments of products and services are as follows:
- Expansion of cross-border payment services via QR Code for our mobile banking application. (Cross-Border QR Payment) to facilitate customers who travel abroad. The Bank recently launched additional payment services between Thailand and Hong Kong. Currently, this service covers Vietnam, Indonesia, Malaysia, Singapore, Cambodia and Hong Kong.
- Continuous improvements in the efficiency and functionality of Bangkok Bank Mobile Banking. Various activities are also organized through our reward platform under the campaign “Speedy Hunt & Speedy Redeem” (Reeb-La, Reeb-Laek) whereby customers can participate to receive various rewards.
- Collaboration with business partners in product and service development. For example, we appointed Big C Supercenter, Sabai Technology and So Smart Tech as our new banking agents to facilitate transactions of deposits, withdrawals and identity verification with ID cards. Moreover, our collaboration with AEON Thana Sinsap allows AEON cash card and credit card holders to withdraw cash without a card through the AEON Thai Mobile application at Bualuang ATMs. We also joined forces with Tencent (Thailand), the publisher of the PUBG MOBILE game, to support the PUBG MOBILE Pro League Thailand 2023 e-sports competition and gave away special items in the game for new customers who applied for Bangkok Bank Mobile Banking for the first time.
- Launch of an identity verification service (Be My ID) via Bualuang ATMs. This provides an alternative channel for identity verification aside from confirmation at a bank branch or a banking agent.
- Further development of the Bank’s website as follows: 1. Developing a platform for presenting product and service information with a design adjustment of the home page of the website to be modern, beautiful and easy-to-use, 2. Developing systems and web forms, such as e-AGM system for reserving seats to attend the Annual General Meeting of shareholders, web form for customers interested in applying for loans, awareness test about financial scams according to the recommended measures of the Bank of Thailand, and 3. Developing a function to withdraw consent for the use of cookies on the Bank's website to comply with the Personal Data Protection Act.
- Launch of an e-Coupon service for business customers who apply for SME service packages, both Bualuang Business Biz Super Save and Bualuang Business Trade Super Save, whereby coupons which provides various benefits can be used through a virtual membership card (Virtual Card: e-Coupon) via our application Privilege–Transaction Banking that allows customers to easily manage and control their coupon usage.
- Launch of the Bangkok Bank M Visa credit and debit card under the concept THE LEGEMDARY: the Legend of Modern Shoppers in a collaboration between Bangkok Bank and The Mall Group which offers cardholders benefits such as special discounts, parking services, VIP lounges, and M Points, etc. In addition, customers can choose to apply for both chip cards and digital cards that can be used through Bangkok Bank Mobile Banking to meet the lifestyle needs of the digital age.
Customer Satisfaction Survey
Every customer’s opinion counts as their feedback is valuable and meaningful to the Bank and helps the Bank understand customer needs, expectations and issues regarding the use of our products and services. Therefore, we focus on listening to the voice of customers through our customer satisfaction survey conducted every year.
Customer Satisfaction Survey for Branch Services
The customer satisfaction survey for 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 with their staff to improve the service quality standards of their branches. Note that if there are customer complaints during the survey, the complaints will be reported to branch managers promptly so that actions can be taken according to the complaint handling standards of the Bank.
Customer Satisfaction Survey 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 our customers’ opinions on their experiences in using our mobile banking services. We then analyze and use this information to develop new features for Bangkok Bank Mobile Banking to better meet the needs of customers.
Customer Satisfaction Survey for Bualuang Phone
Customers can rate their experience and leave a voice message to provide feedback and suggestions right after a call with Bualuang Phone 1113 through both interactive voice response (IVR) and customer support representatives (CSR). 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 functionalities to offer.
Customer Complaint Handling
The Bank provides multiple convenient channels for customers and other stakeholders to leave complaints about the Bank’s products and services, including email, official website, Bualuang Phone, the head office and bank branches. Officers in charge receive complaints from customers and input the details into the system to be passed to relevant units for investigation, solutions and corrective actions for any damage caused. We have clearly defined complaint handling guidelines including service level agreements (SLA) to ensure systematic complaint handling while disclosing service quality information on a quarterly basis on the Bank’s website. In addition, we adopt social listening tools to listen to customers’ opinions, suggestions and complaints in social media channels. At the same time, the Bank has established a team to track customers’ opinions on the use of Bangkok Bank Mobile Banking in the App Store and Google Play so as to answer queries, provide advice and solve technical issues in a timely manner. With regard to complaints about branch staff, the Bank established a process and guidelines such that branch managers are promptly notified of the complaints and required to contact customers to assist them or resolve the issues within two working days. The Service Quality Team will follow up on the progress as to how branches are handling the cases to ensure that complaints are handled quickly and resolved properly. During 2023, 93 percent of complaints were resolved successfully within the specified timeline while unsettled ones were escalated to senior executives for further action. Note that all complaints and comments the Bank receives from every channel will be communicated with related parties to improve the quality of services and find appropriate measures to prevent similar mistakes in the future. This information will also be applied in the planning and development of new products and services to better suit the needs of customers in the future.
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