Bangkok--28 Aug--Siam Commercial Bank
Siam Commercial Bank is set to continue its leadership in the retail banking business during the second half of 2012 with its “Customer First” strategy, which aims to gain long-term customer loyalty by raising standards of its services in every way. With the new strategy, the Bank emphasizes providing fully integrated financial solutions customized to suit each customer’s requirements. Staff will undergo rigorous development programs to become “financial consultants” who truly understand financial products and customer needs, providing professionalized advice. Aiming to win favor from customers in all segments, the Bank will reinforce its leadership in retail banking branches and e-channels by upgrading them to deliver simple and convenient services.
Siam Commercial Bank senior executive vice president, Mr. Yol Phokasub, said, “The Retail Banking Group has recorded extraordinary success for the first half of 2012. The Bank continuously won favor from customers, dominating the home loan and credit card businesses as the market’s No. 1 leader while also expanding our auto loan portfolio, deposits and investments. These successes reflect the strength of our ‘Customer First’ strategy adopted since the beginning of the year that places more focus on customers. We have been working to explore how the Bank can win customer favor, carefully studying information and databases to ensure that we understand customer needs. This effort led to raising our standard of service to put priority on three tasks: winning each customer's heart, developing products and services to meet each customer's requirement at the right time, and further developing the potential of our branches and staff. As a result, customers noticed and were impressed by the new quality of our service.
“SCB aims to win the favor of customers in all segments. To do this, the Bank will be more sensitive to each segment by studying the behavior and financial needs of each group. This will enable us to design and introduce products and services to suit specific financial lifestyles. In addition, the Bank has embraced the concept of offering ‘total solutions’ to provide customers with a full menu of options that benefit from the SCB Group’s synergy in lending, investments and life insurance. Beyond this, the Bank will continuously upgrade its branch channel to create a higher level of customer experience. After surveying customers about branch services, the Bank found that they experienced three problems: long queues, filling out forms, and product offerings that do not meet their present requirements. With these points in mind, the Bank is rolling out improvements that will raise service standards. For example, the Bank has recently introduced a ‘form-free’ service that no longer requires the customer to fill out a slip for a deposit, withdrawal or transfer. The new practice has dramatically reduced service time and improved efficiency by eliminating forms that customers view as complicated.
“In terms of staff and sales, the Bank has groomed its human resources to transform ordinary officers into financial consultants, who provide customers with professional advice on their finances and investments. In order to become a financial consultant, an employee must have experience and must pass coursework to qualify as Certified Financial Planner (CFP), while also undergoing a training course developed by the Bank.
“Moreover, the Bank has adopted technology to help design customer financial plans using a multi-channel sales and service (MSS) approach. The new system will enable our staff to know basic requirements and understand each single customer to ensure that they can introduce appropriate products and services to the client as soon as they are needed. The approach will also help the customer relationship management team to manage and understand customer information so as to develop campaigns or special activities that accurately meet the requirements of each customer group. The Bank has invested more than 1 billion baht in staff training and IT development, which will be still further developed.
“Another success following the ‘Customer First’ strategy is our scores on customer and employee satisfaction, which are getting higher every year according to polls conducted by the world-leading Gallup organization. According to the latest survey, customer satisfaction stood at 4.53, while staff satisfaction stood at 4.76, scores which rank in the top ten among the world's leading banks. This high rank reflects the strength of SCB's brand, especially our continuous increase in customer engagement, which contributed to the leap in our performance during the year’s first half.”, concluded Mr. Yol.
For the first half of 2012, SCB's Retail Banking Group continued to dominate the No. 1 position in the retail banking business, with total loans growing more than 28%, for outstanding loans of 563 billion baht. The Bank is fully committed to delivering convenient services to customers with the nation’s most extensive network of 1,118 branches and 8,590 ATMs. Customers can also tap the convenience of the Bank's Call Center and e-channel, which will undergo a face-lift in terms of physical branches and service throughout the year.
Corporate Communication, Siam Commercial Bank
Tel : 02-544-4502, 5401, 6421
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