The customer can truly enjoy every moment of living and KTC brand can win their hearts. It is important to build customer trust as such bonding will lead to secured, stable growth of the organization. The Company has approaches to running business and managing customer relationship as follows:
Aside from product and service that complied with legal framework, the Company recognizes the importance of positive product and service experience and privilege programs that satisfy customer needs. To this end, the Company deploys data analytic technologies to analyze, process and understand customer behavior data in order to design products and services that meet a wide range of customer lifestyles and behaviors, address specific issues in customer relationship management, and respond to customer needs in various categories as well.
Over the years, KTC has collaborated with business partners and card brands to jointly run sales promotion programs and select over 1,800 privilege programs each year. The aim is to make every spending worthwhile and offer value creation when choosing to use KTC credit cards and credit services that can satisfy member needs in over 20 lifestyles at a large variety of merchant partners nationwide, such as eating, traveling, shopping, sports, health and beauty, as well as a multitude of retail stores abroad.
Moreover, the Company also constantly develops products and services to satisfy ever-changing customer needs, enhance overall competitiveness, and improve efficiency in its business operations that enabling the Company to sustain profitable return in the long run.
The Company complies with rules and regulations of regulatory bodies and card brands. It develops corporate governance policy, code of conduct and regulations on product and service design and development as framework of business conduct as well as product and service development process. Before launching a new product or service and undertaking service modification, the Management Committee and the Risk Management Committee will consider product and service details and potential risk of a new product before launching it into the market. Moreover, the Market Conduct Committee will monitor the Company’s fair customer service practices and follow up on handling of customer complaints on services. Furthermore, to ensure that regulatory bodies’ rules and regulations and its own regulation are followed, the Company set up Internal Audit and Compliance business units to examine or validate internal practices of operating units and report findings to the Audit, Environmental, Social Responsibilities, and Corporate Governance Committee on a regular basis.
KTC is committed to transparent, accurate, clear and equitable services and places emphasis on gaining customer insight and creating customer needs. Therefore, it is important that online and offline communication must convey complete, correct, straightforward, and comprehensible information without causing misapprehension or misuse due to customer misunderstanding and must conform to legal requirements
Moreover, KTC is also committed to knowledge sharing among sale agents. So, they can explain product information to customers or consumers correctly and completely.
In 2022, the Company received notification on breach of laws and regulations related to marketing communications from regulators and customers. Accordingly, improved communication, respond to clarify to customers with accurate information and consider punishing/admonishing sale agents in accordance with the Company’s guidelines.
The Company conducts KTC credit cardholder satisfaction survey to gather information on customer satisfaction to ensure that KTC develops only quality products and services that meet customer needs, by using Net promoter score (NPS) which is a customer satisfaction survey tool that has been used to collect information about customer satisfaction of product and service usage since 2018. It can be discerned that the number of satisfied customers willing to recommend KTC brand to others has increased steadily.
The Company analyzes these evaluation results to further develop and improve its products, services, and business operation processes in accordance with annual product and service development plan with an aim of maximizing customer satisfaction.
The Company conducts customer satisfaction survey on service quality and product recommendation of KTC TOUCH employees to create customer confidence and good impression upon receiving accurate and complete information. In addition, this survey also focuses on fair market conduct management.
The Company regularly conducts satisfaction survey on service delivery of sales agents responsible for presenting product information – including accurate and complete information about products, privileges, fees and interest rates as described in the sales handbook and market conduct policy – and making sales presentation without annoying customers. Additionally, this monthly survey also focuses on service quality and staff attire and mannerism.
Upon receiving customer suggestions, the Company will email customer feedback to responsible staff. Then, evaluation results will be analyzed to further develop and improve service quality, sales presentation etiquette, training programs, coaching techniques, and information updates as well as warning and penalty imposition according to supervision and penalty provisions in accordance with the Company’s regulation and market conduct. This is to maintain the service standards of sale agents of the Company. As a result, customers is confident in product information accuracy and clarity, leading to the loyalty of the Company’s products.
The Company conducts satisfaction survey each time that customer uses KTC contact center services. In case the satisfaction evaluation results are below established criteria, the Company will consider using the results to help and solve problems or concern for customers immediately. along with finding preventive approach for any recurrence. In addition to customer service satisfaction surveys, the Contact Center also conducts regular internal service assessments to expedite fixing and improving the service continually on an annual basis.
The Company set up Customer Feedback Center to gather customer feedback from various channels, including KTC contact center at 02 123 5000, KTC TOUCH service points, regulatory bodies, and social media. Upon receiving a complaint, KTC will quickly examine the complaint, explain the issue, resolve the complaint, and notify customer of resolution within the time limit as required by law. Then, KTC will gather pertinent information and sum up the number of complaints and submit a report to the Market Conduct Committee, the Audit, Environmental, Social Responsibilities, and Corporate Governance Committee and the Board of Directors, respectively. Moreover, the Company will consider a corrective action to improve product and service quality, create customer and stakeholder satisfaction, It will determine solutions to prevent recurrence of such complaint.
In addition, information about service issues and complaints is disclosed on the Company’s website at www.ktc.co.th
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