The front line handles simple cases which can be resolved at first point of contact The first line of defense handles cases that are more complex, require more information, skills and authorization The second line of defense handles cases with a high level of dissatisfaction or severe service failure, such as fraud, data breach or regulatory issues The 3 Lines of Defense for Complaint Handling Management Registering complaints in the system is a critical component of complaint handling, as it provides data that helps track performance and generate analysis reports, forms part of a customer feedback loop that reduces the number of complaints. During the revamp, we also systemized the complaint registration procedure by adding newcriteria to increase efficiency in addressing customer issues. Thesenewcriteriahelpedour employees to efficiently screen different types of complaints, register them in the system, and process them in accordance with protocols. With the newly refined criteria, we are also better able to determinewhat constitutes a complaint and what does not. In addition, the bank also implemented aComplaintMenu in the TMBSmart Queue at 400 branches, including TMB standalones and co-location branches. This function enabled branch employees to systematically track and log complaints received through branch channels into the customer relationship management system, as well as improve the in-branch customer experience. Through this new approach customers using the Complaint Queue would be directed to the next available counter, both high and low counters. After the initial launch we tested out the approach and found that it was inconvenient for high counters due to the high influx of traffic. Therefore, we have fine-tuned the approach so that now only low counters assist customers in the Complaint Queue. To offer better customer service and complaint handling, thebank has changed its strategy formarketingcampaign promotion. Instead of targeting customers all at once, eachmarketingcampaignwill nowbepromoted inphases to prevent the massive influx of traffic they generate. This is helping us optimize our manpower and control the quality of our service. In 2020 the bank refined its roles and responsibilities by introducing a three lines of defense structure for complaint handling and assigning dedicated functions to ensure their implementation. As of 2020, the number of complaints reduced by 5% based from 2019 performance. Main issues of complaints were: • Technical issues with ATM/CDM • Incomplete information given to customers (not the case of market conduct) • Products such as savings & deposits List of institutions/bodies that customers have registered complaints to both direct or indirect: • Bank of Thailand • Office of The Consumer Protection Board • Office of Insurance commission 88% Call Center 1% Others 7% Online Channels Breakdown of Complaints Received by Channels in 2020 4% Branches & corporate offices 27 Su s t a i n a b i l i t y Re po r t 2 0 2 0 I n t r odu c t i o n Cu s t ome r s En v i r o nme n t a l & So c i a l I mp a c t s Pe op l e Go v e r n a n c e App e nd i x
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