Customer Relationship Management
Commitment
To foster customer centricity and relationships with all generations of customers by listening to customer needs and investing in employee service skills to deliver the best service experience for customers.
Materiality
Customer satisfaction fosters brand loyalty, helps retain and expand the customer base in the long term, and enhances business competitiveness. The Bank prioritizes customer relationship management to gain a deep understanding of our customers, leading to the delivery of tailored products and services and providing memorable customer experiences for maximum satisfaction. To truly understand our customers, we adhere to the principle of listening to the voice of every customer group to develop financial products and services that meet the specific needs of each individual group. Furthermore, customer-centric service is emphasized to consistently deliver positive experiences and build customer loyalty across all service channels.
Customer Relationship Management
As we value our customers, we are committed to managing customer relationships with a customer-centric approach which includes listening to our customers’ feedback and truly understanding our customers as well as continuously maintaining and improving service quality. The Bank conducts in-depth analysis of the needs and behaviors of all customer groups and age groups, regularly surveys customer opinions and satisfaction, monitors social media feedback, and collects suggestions, criticisms and complaints. The information is then used to develop products that address customer needs and improve service quality, fostering long-lasting and positive relationships with customers from generation to generation.
Capability Development for Service Staff
The Bank is committed to fostering a client service culture of market conduct and non-discrimination to build strong customer relationships and mitigate reputational and compliance risks from regulations as determined by government agencies. Therefore, we have set policies and practices for market conduct that align with the policies and guidelines of the Bank of Thailand. Furthermore, we regularly develop operational manuals, conduct training, and communicate information to relevant customer service staff to ensure they possess sufficient knowledge to perform their duties appropriately. We also conduct regular customer service assessments to verify that employee performance complies with the Bank's practices and regulatory requirements.
As our service staff represent the Bank in delivering a positive customer experience, we prioritize employee capability development to ensure that they thoroughly understand the Bank's products and services and respect customer rights while minimizing service errors and enhancing service quality. We require our service staff to undergo training related to customer care and service, such as personal data protection, market conduct, and specific operational procedures, as well as training on various products and services the Bank offers.
The Bank assigns the Service Quality Team to regularly evaluate and monitor branch staff performance on an annual basis as per the following:
- Mystery Shopping is a quality assessment method to evaluate individual branches throughout the country for their service provision, readiness of the branch premises, and whether their product sales process meets market conduct requirements.
- Service and Sales Quality Roleplay (SQR) aims to educate and evaluate employees in all branches nationwide for the process of presenting investment products, mutual funds, bancassurance, savings account products, debit cards, credit cards, accident insurance, personal loans and home loans using a role play to test employees’ knowledge and understanding.
- Wayground is designed for branch employees to review their knowledge of products and services, including the sales process according to market conduct practices, through a game-based format.
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 at monthly meetings with branch managers. These activities help encourage our branch employees to work together to improve service quality and prevent recurrence of similar mistakes.
Providing Services to Vulnerable Customers*
The Bank recognizes the importance of providing services to vulnerable customers to ensure that they have equal access to services, receive correct and accurate information, and enable them to select proper financial products and services that suit their needs. To achieve this objective, the Bank established operational guidelines for serving vulnerable customers across various types of financial products. The guidelines are bank-wide instructions for the staff to give appropriate services to vulnerable customers. Furthermore, the Bank also established operational guidelines for giving financial services to customers with visual impairments. These guidelines require the staff to provide appropriate assistance and support to this group of customers such as using simple and easy to understand language when offering financial products, helping to explain and assisting to complete transaction forms, and providing assistance and support when this group of customers need to use stairs.
*Vulnerable customers refer to elderly people (aged 60 years and above), individuals with limited financial literacy, individuals who have limitations in communication or decision-making such as persons with hearing or visual impairments and persons with disabilities.
Key Activities
Customer Satisfaction Survey
The voice of every customer counts. Their feedback is valuable to the Bank’s sustainable growth as it helps the Bank understand customer needs, expectations and issues regarding the use of our products and services. We conduct customer satisfaction surveys yearly to collect opinions and suggestions related to the Bank’s services via the following service channels:
- Customer Satisfaction Survey for Branch Services
The customer satisfaction survey for branch services is conducted after customers receive services at bank branches (covering all branches). Survey results and feedback are communicated to all branch managers so that they can use the insights to make plans with their staff to improve the branch’s service quality standards.
- Customer Satisfaction Survey for Bangkok Bank Mobile Banking
We conduct an online customer satisfaction survey for Bangkok Bank Mobile Banking covering key topics such as speed, user friendliness, and functionalities that address customer needs. Feedback is used to develop new features for Bangkok Bank Mobile Banking to better meet the needs of customers in the future.
- Customer Satisfaction Survey for the Bangkok Bank Call Center
Customers can rate their experience and leave a voice message to provide feedback and suggestions right after a call. We utilize results from the survey, as well as other information such as dropout rate, volume of calls over a period of time and voice records to improve service quality.
- Customer Recommendation Survey
Our Consumer Research and Analytics Team held an online customer survey covering 2,000 customers nationwide to monitor customer and public feedback regarding the Bank and our competitors, covering positive aspects leading to referrals or recommendations and areas for improvement which might mean phasing out of some services that are no longer needed. Furthermore, social listening tools are used to gather insights from online feedback, including key issues that have emerged in today’s society, to fully understand customer perspectives so as to improve service quality in the future.
Customer Complaint Handling
We provide a variety of easy-to-access channels for customers and other stakeholders to file complaints, including email, official website, Bangkok Bank Call Center, the head office and bank branches. When officers in charge receive complaints from customers, they input the details into the system to be passed to relevant units for investigation, solution and remediation for any damage caused. We have clearly defined complaint handling guidelines to ensure systematic complaint handling and appropriate measures undertaken to resolve the issue in a timely manner.
The Bank established Service Level Agreement (SLA) as timelines for receiving and handling complaints, as well as reporting back to customers as follows:
|
Financial Service |
Duration |
|
1. Acknowledgment of Complaint Receipt Through Various Channels |
|
|
Immediately |
|
Within 1 business day |
|
Within 1 business day |
|
Within 7 business day |
|
Immediately |
|
2. Notification of complaint resolution or progress of complaint handling through all complaint channels |
|
|
Within 15 business day |
With regard to complaints about services provided by branch staff, we have established a process and guidelines such that branch managers are promptly notified of complaints and are 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 each case to ensure that complaints are handled appropriately within the specified timeframe.
Complaints in 2025
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