Customer Relationship Management
Taishin places great emphasis on customers' interests and is persistent abouts ervice quality. It is the organization's hope to provide customers with the most comprehensive service, which is why it has implemented "Fair Treatment of Customers Policy " and "Fair Treatment of Customers Strategy" to serve as guidance for employees with respect to customer protection and service delivery, and thereby fulfill the organization's obligations toward financial consumer protection. With regards to customer relation and product offering, Taishin has "Know-Your-Customer"(KYC)and "Know-Your-Product" (KYP) procedures in place to ensure that customers are offered the best services and protection. Taishin evaluates customers' needs and profiles, classifies them by product suitability and risk tolerance, and duly communicates product information, risks and rights before recommending suitable products.
Taishin Bank is committed to delivering complete service experience for its customers, which is why it engages an independent third-party institution to survey customers via phone and the internet and establish their satisfaction with respect to personnel, product, service, process, channel, rights and marketing campaign. These findings are analyzed to serve as reference for service quality strategies in the future. Meanwhile, improvement plans have been devised to address customer segments in which the organization has exhibited relatively weak or declined performance, and thereby taking service quality to the next level. Driven by the 3S service spirit of Simple, Sincere and Superior, Taishin keeps promoting our service culture. "Taishin Service Role Model" is held annually as part of the organization's ongoing attention to service culture, during which the Chairman and senior management are invited to commend employees who exhibit the most exceptional service standards. Through this event, we aim to inspire bank employees to develop a passion for service and fully embrace the Bank's service culture.
Gathering of Service Opinions
VOC (Voice of Customer)
aishin Bank has a VOC program in place that receives an average of 200 comments from customers per month. Through gathered opinions, Taishin investigates the critical needs of its customers and plans services, marketing campaigns and products for various business groups accordingly. This exercise plays an important role in Taishin's customer-centric strategy and is key to enhancing customer satisfaction and relations.
Onsite Inspections For Branches
Taishin Bank assigns employees with professional certifications as mystery customers to audit branch services by telephone or onsite visits. Audit items included basic etiquette, active service, response, professional knowledge, environment, and manners. The audit results are used as the basis for internal improvements and management.
Branch Service Opinion Forms
"Service opinion forms" have been placed at branches nationwide for customers to express their opinions. Once completed, customers may either mail them or drop them inside the branch's opinion box; the management will then respond to customers' suggestions and devise action plans for improvement. An electronic questionnaire is made available to customers through QR codes scannable by a mobile phone or tablet for easy completion.
Retail Banking Customer Satisfaction
An impartial and independent third party was appointed to perform Taishin Bank's personal consumer finance customer satisfaction survey. Six groups of customers including wealth management, credit card, and digital finance customer groups were surveyed in 2020 and 1,706 effective samples were obtained. Each survey was conducted by professional market research interviewers through telephone interviews or online questionnaires. To ensure the representativeness of the samples, we select samples from different customer groups.
The customer satisfaction rate in 2020 was 83.9%, which was 1.5% lower than the target value. Based on the analysis, we learned that although the satisfaction rate of digital finance customers exceeded the target in 2020, the satisfaction rate of the wealth management customer group had fallen due to fluctuations in the financial market caused by the pandemic. To meet customer expectations for products and services, Taishin executed key action plans for important businesses such as digital finance and wealth management. They included big data model analysis, mobile banking system optimization, and regular reports on investment performance by wealth management specialists.
Branch Service Satisfaction
Taishin Bank conducted quarterly branch service satisfaction surveys on "service attitude", "waiting time", "speed for processing business" and "clear answers to questions" to monitor and obtain customer feedback after receiving services at branches. The satisfaction rate for the whole year was 93.3%, which was a slight increase of 2.3% compared to the previous year. The score in previous years has been maintained steadily above 90%.
Wholesale Customer Services
In terms of wholesale banking, Taishin Bank provides comprehensive services for wholesale banking customers and continues to focus on small and medium enterprises. To improve efficiency and expand the scope of services, Taishin Bank established the "Small and Medium Enterprises Special Loan" to provide small and medium enterprises with rapid loan review process with dedicated personnel, special projects, and special reviews. These measures have effectively improved service performance and customer satisfaction. We also use due diligence (DD) credit investigation and post-loan alert system control and management mechanisms to ensure loan quality and fulfill the Bank's social responsibility.
Securities Customer Satisfaction
Taishin Securities is committed to improving the customer experience and continuous optimization of services. The satisfaction rate was 83.14% in 2020 which fell from the rate in 2019 but comprehensive plans have been created for items that require improvements (e.g., the official website). In addition to overall revision and a focus on user-friendly interface design and additional business contents and market information, we also implemented multiple system optimizations and services for the online platform with the aim of providing a better user experience and improving the satisfaction rate. In addition, the Net Promoter Score (NPS) of Taishin Securities in 2020 was 34.8 with promoters and neutrals accounting for 90% of all responses, which was higher than the results from the 2019 survey.
Grievance System for Retail Banking Customers
Taishin has robust customer complaint procedures in place to collect and address customers' opinions. They provide us with the means to make ongoing improvements and adjustments in line with customers' needs. Taishin Bank offers multiple customer feedback access points, including the 24-hour customer service hotline, the customer opinion hotline (0800-079-885), service opinion forms available at branches, customer inquiry online form on the website. All complaints raised by customers through external institutions are collectively handled by Taishin Bank's customer complaint unit. The Bank also has manuals that outline the treatment process and timing for handling different levels of customer complaints.
Complaint hotline/Customer service branch
Stage 1: Immediateresolution
Accountable unit personnel/manager
Stage 2: Resolution within the same day
Accountable unit of the Head Office
Stage 3: Resolution with 3 days
Grievance System for Corporate Customers
Any complaints or disputes with the Bank's corporate customers are raised by the Wholesale Banking Division for discussion during weekly morning meetings. The Wholesale Banking Division regularly tracks the progress of customer complaint cases of various authorized units on a quarterly basis, and summarizes the assessment results of all units with regard to their compliance with financial consumer protection regulations and violations of Fair Treatment of Customers Policy. This information is orally presented to the Board of Directors.
Grievance System for Securities Customers
Taishin Securities has customer service hotline (886-2-40509799) and e-mail vailable to collect customers' opinions. For financial consumer disputes, the authorized unit would contact the customer immediately to explain the situation and notify the competent authority.
Financial Consumer Dispute Resolution Process
Stage 1: Immediate processing
Authorized Unit staff/supervisor
Stage 2: Contact the customer within two working days and complete the “Financial Consumer Dispute Settlement Report Form,” and submit for signature within ten days.
Authorized Unit at head office; Financial Consumption Review Center Competent authority/court
Stage 3: Reply to the customer within 30 days from the date of receipt of the complaint and complete processing
Stage 4: Improved case filing and customer complaint tracking