A Maybank staff has emerged winner of the EXSA SuperStar Award 2007 for the banking and financial services sector, beating 82 other Star winners in the same category.
The SuperStar winner, Ms Sylvia Adriano, Assistant Service Manager at Maybank Tower Branch, is a 25-year veteran with strong dedication and passion for service excellence.
The SuperStar win adds a shine to the 215 EXSA 2007 awards that Maybank received last month. This year, the number of Maybank staff who received EXSA awards increased by 94% from last year. In total, Maybank EXSA winners make up 37% of the winners from the banking and financial services sector, the largest pool in the category.
This sharp increase stems from consistent efforts by Maybank to place service excellence as a top priority at all levels of product development and customer interaction.
Initiatives to enhance customer experience include :
Customer Satisfaction Index
This exercise measures the service level at various touch points, and is conducted twice a year. Part of the measurements include customer handling skills and product knowledge assessment conducted through mystery shopping as well as structured product knowledge tests administered at the various customer-facing areas. Customer feedback is also actively solicited through such exercises, to help improve our product and service offerings.
Recognition schemes
These schemes encourage staff to not just meet but also exceed customer expectations. 55% of our front-line staff had been recognised for their good service with compliments received from customers. There are awards which foster healthy competition amongst the Branches to raise their levels of customer satisfaction, and also schemes that promote service innovation through creative ideas and solutions for customers. These schemes also serve to promote a healthy and collaborative sales and service culture within the Bank.
C-Portal - Customer Relationship Management Solution
In line with our focus on customer-centricity, Maybank Singapore has implemented a CRM solution named Customer Portal (or c-Portal) in short. The solution equips our front-liners with a consistent single view of customers that captures the interactions that customers have with the Bank. The system will help us to serve our customers more efficiently when fully implemented.
Maybank also enhances the overall customer experience by equipping Branches with customer-centric features. Sit-down transactional, sales and advisory counters allow customers to bank in comfort. Concept Branches such as Maybank@HDBHub are designed to blend in with the needs and profile of customer segments within the neighbourhood of each Branch location.
“Through leadership and management policies, we continuously instil in our people a strong belief and commitment towards service excellence. This year, we have invested almost S$3 million in service training, developing our CRM solution, and internal service campaigns. A good gauge of the success of our efforts is to look at how the average number of compliments received a month has more than tripled since 2005,” said Ms Pollie Sim, Country Head of Maybank in Singapore.
About Maybank
The Maybank Group is the largest banking group in Malaysia and has been leading the banking industry for over three and a half decades. Globally, Maybank is present in 12 countries. In the ASEAN region, Maybank is among the top five banks with total assets of S$101 billion as at June 2007 and the Bank's biggest overseas presence is in Singapore. Maybank has also been ranked as Asia’s 5th Best Big Bank according to a survey conducted by Mercer Oliver Wyman.
Maybank started its operations in Singapore in 1960 and is a Qualifying Full Bank with the most extensive network amongst the QFBs with 27 service locations (22 Branches and 5 Offsite ATMs). Half of the Branches and ATMs are strategically located in the business districts, and the other half in suburban areas for the convenience of our customers.
Maybank has always been customer-centric and is continually pursuing initiatives to better serve our customers in anticipation of their evolving needs and habits. Our focus is on giving our customers a one-stop interface and a total financial solution that can add value to their banking relationship with Maybank both locally and regionally. This is evident in our product development, such as those that follow, where customer needs are a topmost consideration.
In the first half of 2007, amidst a series of impending fare hikes in Singapore, Maybank was the first bank to launch an Income Tax GIRO Scheme which will give customers up to 5% rebate on their personal income tax paid via monthly GIRO through a Maybank SaveUp Account.
Maybank offers a wide range of innovative home financing solutions, such as the Extended Home Loan Tenure which allows private property buyers to spread their installments up to 40 years or age 82, whichever is earlier. An enhanced Home Loan package called Premier Package allows borrowers (including foreigners) to obtain financing from Maybank for up to 90% of their property valuation at special interest rates. Maybank’s Choice Instalment scheme gives home loan customers the option to decide on their monthly instalments and fix it for up to 5 years. Another scheme offers cashback up to 2.8% p.a. which is the highest in the market.
The iSAVvy Savings Account and iSAVvy Time Deposit are innovative and differentiated products catered for Internet savvy customers. In 2005, Maybank launched the first Syariah-compliant online savings account.
Maybank was the first in Singapore to launch the Visa Money Transfer service, which allows customers to send funds from their Visa cards to other Visa cardholders around the world. It was also the first to respond to consumer feedback by introducing a single home loan board rate for greater transparency. |