S. Prabagar Chief Operating Officer Executive Director

Q: How would you describe your industry in terms of customer service – and what strategies do you employ to stay ahead?

A: Customer service stands as the pivotal aspect in service industries where tangible products are absent. In the case of financial services, it gains heightened significance due to the complexity of products and the long-term reliance customers place on organisations.

Central to our success are the core values we steadfastly uphold – customer convenience, ethical business practices, and sustainable products and services. These values serve as guiding pillars that shape our operations and strategies, and foster relationships with customers, which are built on trust and reliability.

These values are complemented by strategic and timely decision making, and form the bedrock of our achievements. Our strategic and continuous investment in developing, nurturing and enhancing human capital is another key success factor.

At Commercial Bank, our focus extends beyond merely improving the customer experience. Our primary goal is to streamline the end-to-end customer journey and ensure consistent experiences. This commitment is aimed at adding significant value to the ever evolving lives of customers on a daily basis.

Q: Having been ranked No. 1 in the banks and investment banks categories, how do you define customer excellence in your organisation?

A: Customer service excellence isn’t simply a facet of our operations – it’s an integral part of our identity. This principle is critical in financial services given the intricate nature of our products and services.

A satisfied customer always serves as the most influential brand ambassador and as such, our team is committed to delivering service excellence. Our commitment to customer service excellence is not merely a statement and is instead ingrained in the very fabric of our organisational DNA. It is also emphasised in our vision and mission statements.

We constantly assess the quality of our services, acknowledging the need to meet and exceed the expectations of our customers and other stakeholders too. Through collaboration with industry professionals, customer expectations, areas for improvement and service gaps are identified and benchmarked against local and international standards.

Significant planning and strategising for this purpose takes place over time. Through this approach, we have enhanced the bank’s services and gained invaluable insights into evolving customer expectations and trends.

Our commitment includes investing time and resources in establishing a platform that aligns with upcoming customer protection policies. This is made possible through our structured governance and targeted customer policies. These initiatives enable us to pinpoint any fulfilment gaps and take proactive measures to uphold the service promises made to our clients.

Customer satisfaction surveys are conducted in a planned cycle and the results are shared among various internal stakeholders. Action plans and targets are accordingly crafted based on survey findings, ensuring a proactive approach to meeting customer needs. Engaging in open communication with them remains a cornerstone of our approach.

Apart from day-to-day interaction at our physical branches, communication is facilitated through our social and digital media platforms, the corporate website and the integrated call centre. Feedback is analysed to gauge and elevate levels of customer satisfaction.

Being ranked No. 1 in the banking category in the Customer Excellence Survey is a testament to our dedicated and strategic approach to customer service excellence and is also a tribute to our hardworking team.

Q: What is your assessment of today’s consumers and their needs?

A: Today’s consumers are more discerning and informed, seeking personalised experiences and convenience. They prioritise transparency, sustainability and social responsibility in products and services. Meeting their needs requires a balance of innovation, seamless experiences and a focus on ethical practices.

With omni-channel experiences and having to walk a fine line between addressing increased data security issues and utilising big data, achieving customer service excellence has become more complicated than ever before. In a world inundated with information, capturing customers’ attention is a significant challenge.

Today, they don’t simply compare service experiences with local organisations, they measure them against the global standards they encounter. This underscores the need to innovate and align service delivery methods for best in-class experiences.

Q: Does your organisation offer customers a ‘phygital’ experience – and if so, how?

A: Commercial Bank is a pioneer in embracing the phygital concept by combining the best aspects of physical and digital interactions to cater to evolving preferences and needs. Our approach is about providing customers the flexibility to choose their preferred mode of interaction while ensuring consistency, seamlessness and a personalised experience across both digital and physical touchpoints.

This strategy allows us to adapt to the changing landscape of customer expectations and preferences while providing high quality banking services. Our digital banking solutions encompass omni-channel access, cutting-edge security features, a variety of tailored apps for specific target segments and notably, inclusive built-in customer service features at no extra cost.

Simultaneously, we ensure that clients have access to personalised assistance through our customer service teams via phone, live chat or in-branch visits. Our physical branches are designed to integrate digital capabilities. Customers can use automated machines and digital screens while our staff members are readily available to provide guidance or address specific needs.

Telephone: 486000 | Email: info@combank.lk | Website: www.combank.lk