Maybank Sustainability Report 2014

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Maybank Sustainability Report

2014

Focus on

Customers

2014 Goals

Progress

Peformance

Moving Forward

Maintain strong customer focus and

high level of service. Expand ‘Get

Involved and Follow Through’ (GIFT)

across the region.

Through the GIFT strategy, customer

complaints are managed in a more concise

manner.

To focus on complaint management, product

knowledge, the voice of the customer, and

customer waiting time. Maybank Group

Service Quality Management (GSQM)

to expand its focus to include customer

experience.

We want to make sure that customers find doing business with us simple and

easy. Our services must reach everyone, regardless of their location or social

status. We will continue to polish the quality of our service and introduce

innovative new products that incorporate latest technology and respond to

the needs of our customers. With mobile and other new technologies, access

to financial services truly is within reach for all. Our cardless payment is

just one example of how financial services are now possible without a bank

account or credit record, hence accessible to everyone.

Customer satisfaction is one of the most important measures of success

for us, and we continue to invest in better ways to monitor it closely.

Focus on Customers

We use several channels to make the customer experience mutually

beneficial and to identify areas of improvement. In 2014, we improved

the management of our customer feedback through GIFT (Get Involved

and Follow Through). GIFT was a response to customer feedback on

gaps in handling and resolving complaints. The implementation of GIFT

demonstrates that we are listening and prepared to implement quick

reforms based on feedback.

In Malaysia, the GIFT strategy enhances quality resolution by providing

sufficient training to front-liners and exercising problem resolution

empowerment at branches and our Premier Wealth Centre/Lounge. GIFT

Etiqa consolidated the complaint management process and enhanced

quality resolution through the establishment of a systematic complaint

handling model that covers every dimension of the complaint process.

Our Customer Feedback and Resolution Team (CFRM) acts as a single

point of contact for customer complaints. It aims to deliver a top notch

customer experience in complaint management. The team is focused on

turning a customer’s unpleasant service experience into a positive one.

In 2015, CFRM will be executing initiatives for the regional implementation

of GIFT through a Regional Target Operating Model (TOM) based on the

model in Malaysia. Our employees across all levels are guided by the

Group’s mission to humanise financial services. Proactive measures are

taken to equip employees with the skills required to effectively engage

customers and provide them with the best possible financial solutions to

meet their needs and preferences. Guided scripts and visual reminders

are advocated to remind staff to adopt a ‘Never Say No’ approach to all

internal and external customers. Positive verbal and body language help

to nurture customer confidence and loyalty in the Maybank brand. This

measure is complemented by the emphasis on gaining and retaining

product knowledge via quarterly assessments.

The active participation of more than 22,000 front-liners and support

staff in the 2014 assessment saw a 2% improvement from previous years’

results. In a recent internal survey, more than 50% of branch leaders felt

that the assessments contributed to improvements in problem solving,

customer engagement, and sales at their branches.

Year

2012

2013

2014

Resolution of customer

complaints (GIFT)

95% 98.4% 97.7%

G4-PR5

On track/Completed

Progressing

Not on track/Did not complete