SINGAPORE, 27 June 2008 – Ms Sylvia Adriano, Assistant Service Manager at Maybank Tower Branch, has been given a regional accolade at the sixth annual Asia Pacific Customer Relationship Excellence Awards (CRE Awards) in Hong Kong.
Ms Adriano beat other candidates from the Asia Pacific region to become the CRE Awards Winner (Banking Service) - Customer Service Professional of the Year (Service Center). She was flown by the Bank to Hong Kong for the weekend to receive this award at the Asia Pacific Customer Service Consortium (APCSC) Customer Relationship Excellence Summit 2008.
This is an additional feather in Sylvia’s cap, as she was also last year’s first ever winner of the EXSA SuperStar Award 2007 for the banking and financial services sector. It is also testimony to Maybank’s continuous efforts to improve and maintain a high standard of service.
Since the win last year, Sylvia is now an inspirational model for the Bank’s staff, and has even literally become the poster girl for service excellence in Maybank. It was a morale booster for employees from the frontline to the backroom, and this year, during a 3-month service campaign, customers sent over 6,000 words of thanks to Maybank staff.
“Winning these awards reinforces to our staff and customers that service excellence is a priority for Maybank,” said Ms Amy Poon, Head, Customer Experience Management.
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.
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. |