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

• Establish the core value of “Customer Centricity” as part of the organization’s culture as well as the heart of our business operations to become customers’ most preferred financial institution. Customers’ feedback and suggestions are used to tailor our financial products and services to the demands of each customer segment.
• Strictly adhere to the market conduct and responsible lending regulations of the Bank of Thailand (BOT).
• Formulate the “Policy for Market Conduct and Responsible Lending” for controlling market conduct and responsible lending management according to regulatory requirements, serving as a guideline on providing fair services and responsible lending to customers. The Bank and companies in the Financial Business Group (Krungsri Group) must refer to this policy when formulating their own comparable policies. unless there are more stringent legal or regulatory requirements imposed on each company. Moreover, the policy must be reviewed at least once per year or upon significant changes. The framework for market conduct and responsible lending, such as:
  • Sales-related processes must be appropriately established in a way that does not breach customer privacy. The information provided must be complete, not overclaiming, not distorted, and sufficient for decision-making with the correct understanding so customers can decide what to buy or use. This includes complete and appropriate information provision and after-sales services.
  • Training and communication must be provided to staff at all levels related to customer service to ensure that they realize the importance of market conduct.
  • Customers’ personal data must be kept confidential with personal data security measures to prevent data loss and unauthorized or wrongful data access, use, change, or disclosure.
    etc.
• Improve workflows in conformity with changing customer behaviors with the aim of providing correct and speedy services by promoting, communicating, and setting standards so that all functions within Krungsri Group realize and understand the “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 (krungsri.com), email, and post address. This includes implementing service technology and innovations through the “Krungsri Smart Experience” (KSX) system to analyze information and forecast overall customer problems for use as the guideline for handling customers’ complaints, compliments, and suggestions efficiently. All relevant business units must resolve any complaint within the time limit as per the Service Level Agreement (SLA) counting from the day that the complaint was received from each channel to ensure customer support efficiency in all dimensions.
• Manage and expand the scope of customer services via the live chat channel to facilitate and speed up customer services by establishing the “Digi-Care Contact Center” in addition to the existing customer service channels in order to accommodate customers who contact through the Bank’s social media channels such as the “Krungsri Simple” page in Facebook and X (Twitter), website (krungsri.com), krungsri app, or other online media such as the Pantip Webboard (pantip.com) to ensure that customer service and assistance are provided swiftly.
• Develop “Bella Chatbot”, the smart assistant that provides information and answers inquiries for customers 24/7 via social media channels such as the “Krungsri Simple” Facebook page, including adding various digital service channels, e.g. providing services via krungsri app.
• Establish the annual customer satisfaction survey process by using the “Net Promoter Score” (NPS) tool so that the feedback will be used for improving the Bank’s products and services to perfectly satisfy customer expectations and demands.