CTBC Bank’s retail banking presence in Taiwan is ubiquitous. Most7-Elevens in Taiwan has a CTBC ATM, totaling over 4,600 ATMs, and the bank has over 140 branches across the island. Around one out of three Taiwanese adults do some business with the bank. The bank services normal clients, who simply need basic banking services, to private banking clients who are working with the bank in all aspects, from SME loans to their mortgages, and from their credit cards to managing their wealth.
Increasing its customers’ loyalty, gaining deeper insights into their customers’ needs, and providing customer-centric approaches to their wealthy clients, have become CTBC Bank’s main keys to its success in Taiwan’s retail banking industry.
INCREASING CUSTOMER LOYALITY
Constantly staying in touch with their customers and acquiring their feedback has been one of the main ways CTBC Bank has been able to maintain its customers’ loyalty. “As soon as our customers are serviced by our tellers, we provide them with a questionnaire while their experience is fresh in their minds designed to gain immediate feedback. If a customer is not satisfied, we use the information in the questionnaire to quickly provide feedback to the teller so he/she can revise his/her actions. This method has allowed us to quickly improve our customer service in our branches, which has helped in retaining our customers and increasing their loyalty,” said Pia Yuan, Senior Vice President, CTBC Bank.