Customer Experience and Market Conduct

It is Krungsri’s belief that attaching importance to customers, treating them fairly, understanding their expectations and needs, including anticipating how to best respond with our innovative products and services will boost customers’ satisfaction, loyalty, and engagement with the Krungsri brand. As a result, Krungsri will be able to maintain and expand our customer base in the long term, thus becoming the main bank of customers who trust our services.

Krungsri aims to keep creating good customer experiences in accordance with our organization’s culture and our core value of ‘Customer Centricity’ which all employees prioritize and adhere to. Customer demands are analyzed and their expectations and given suggestions are regularly used to improve products and services to meet customer needs accurately and promptly for an excellent customer experience.

Management Approaches

• Determined the Krungsri Core Value of ‘Customer Centricity’ as part of the organization’s culture as well as the heart of our business operations in order to become customers’ number one preferred financial institution.
• Formulated the ‘Policy on Market Conduct’ for controlling market conduct management according to regulatory requirements. The policy serves as a guideline on providing fair services to customers for both the Bank and companies in the Financial Business Group, which are all obliged to comply with the policy and must refer to it as a guideline for formulating their own comparable policies unless there are more stringent legal or regulatory requirements imposed on each company. Moreover, the policy must be revised at least every two years or upon significant changes.
• Stipulated processes relating to selling and offering in an appropriate manner so as to not invade customers’ privacy. Customers shall receive complete, sufficient, and accurate key facts about products or services for their decision-making. This includes providing after sales information and services.
• Safeguarded customers’ data by being mindful of privacy and confidentiality. In this regard, disclosure of customer data to other parties must not violate the customer’s privacy, be it for marketing purposes or not (more details under the topic: Personal Data Protection).
• Training and communicating to all levels of customer service employees the importance of providing services fairly (more details under the topic Human Resources Development Re: Developing and Arranging Market Conduct Courses).
• Promote, communicate, and set standards so that all parts of the Bank realize and understand the Bank’s ‘Customer Complaint Resolution Process (CCRP)’ which covers not only the main contact channel ‘Krungsri Call Center 1572’ but also other channels such as the Bank’s branches, website, email, and fax. This is so that employees have a guideline to follow for handling customers’ complaints, compliments, and suggestions. All relevant business units must resolve any complaint within the time limit counting from the date that the complaint was received.
• Established the ‘Digi-care Contact Center’ team to collect customers’ complaints, compliments, and suggestions through the Bank’s social media channels, e.g., Facebook, Twitter, websites, email, or other online media such as the Pantip Webboard. At present, there is an upward trend in how customers contact us via online media. This team ensures that everyone’s voice is fully acknowledged, addressed, and taken care of by the responsible business unit in Krungsri. Replies and updates are sent to customers in the most appropriate, prompt, timely, and efficient manner.
• Stipulated the process of measuring customer satisfaction with a tool called ‘Net Promoter Score (NPS)’. Krungsri regularly measures customer satisfaction annually to keep track of interests, preferences, and opinions on the Krungsri brand. The NPS is another channel for listening to the feedback of customers, who are among the organization’s most important stakeholders, in order to satisfy their expectations and demands accurately.