SEYLAN BANK

Q: How has the role of customer service evolved in recent times?

A: Customer experience management is critical in any service or product-related industry. The importance of customer service has been heightened in the last decade as consumers can easily switch brands since the costs incurred are low. Digitisation and the social media revolution too are empowering clients, making them knowledgeable and offering them ever widening options.

Therefore, every customer touchpoint needs to be regularly infused with value additions. At Seylan Bank, we pursue not only service quality but also customer experience management. This includes managing and mapping the customer experience journey from the moment they seek information about our products through the sales process, and ensuring that we build loyalty in the long term.

Q: What is your organisation’s approach to customer service?

A: Throughout its 34 years of operations, Seylan Bank has placed great emphasis on customer service and taken it as a matter of pride to be recognised for industry best service levels. We definitely have an edge when it comes to customer service.

The team has decoded our promise – The Bank with a Heart, to holistically understand client requirements and offer relevant financial solutions. This approach has been ingrained in our DNA and a ‘customer first’ policy is deeply instilled in every employee.

We understand the demands of customers and troubleshoot when necessary. Mechanisms for tracking variations, and delivery of service and feedback are in place along with set KPIs across all service fronts. Across our touchpoints – branch, doorstep, social media, digital platform and call centre, rules have been set for time bound resolution of queries. This customer-centric mindset has filtered throughout the bank.

Q: In what ways does your organisation add value to the overall customer experience?

A: Seylan Bank has multiple tools for both formal and informal purposes. We have introduced surveys and benchmark our performance against our competition. And then we provide feedback to our network of branches and proactively work on resolutions.

The Customer Experience Management team identifies the branches with the lowest scores, and provides training and constructive feedback in order to improve their service levels. Call centre audits are also conducted to analyse the performance of the call centre.

Since we have a young workforce, they receive intensive training in customer call handling. Customer satisfaction surveys and net promoter score surveys are some of the tools in our 360 degree approach to enhance the client’s experience.

Q: What are the latest trends in custo-mer excellence?

A: Sri Lanka is learning from global examples of how digitisation can be a game changer, as customers are demanding superior service and providing feedback on a real-time basis. This keeps service providers on their toes, as word-of-mouth and peer preference are powerful, and can determine which bank they choose.

Digital tools and the digital environment have enabled service providers to offer effective and measurable service standards, and track customer sentiments/reactions in real time, while also offering tools to anticipate new requirements. This leads to channel expansion, business development and product innovation.

These tools will continue to evolve and banks will require an innovative approach to manage the customer experience. From the client’s perspective, these tools will improve the efficiency of service providers.

Q: What are the challenges faced by your industry?

A: From a macroeconomic standpoint, the current situation has been challenging since customer pain points have shifted. Retail and business customers are facing challenges, and banks need to be more empathetic while maintaining profitability to meet stakeholder commitments and adhering to guidelines set by the Central Bank of Sri Lanka. It will be a tough balancing act given the ground realities but it will also provide opportunities for banks to challenge themselves to bring forth relevant solutions.

Overall, the banking industry has been flexible and customer-centric, and devised customised solutions including granting relief, loan restructures and so on. The digitised approach by banks has made banking cashless and accessible.

Q: What are the organisation’s future plans?

A: Marking almost 35 years of successful operations, Seylan Bank is still a relatively young player in the banking sector. Through product and service innovation we have sustained our philosophy of ‘The Bank with a Heart’ as our core while delivering new thinking and game changing propositions to the market. The bank has demonstrated prudent management as it directly contributes to economic indicators in the industry and national economy.

Looking ahead, from a customer-centric perspective, we will focus on providing not only the best possible service but also solutions rather than only products. The management is empowered to take quick decisions and expand to areas that support the economy, and the organisation’s profitability.

Seylan Bank has won key local and international awards over the last five years, which indicates that we are staying ahead in the sector when it comes to customer service.

Recently, we received a Silver award at Dragons of Asia for our campaign ‘Responsible Me,’ in recognition of our efforts to fulfil our corporate social responsibility during the pandemic. Seylan Bank also received eight awards at the National Sales Congress in recognition of its sales efforts.

While building a sound reputation for industry best customer service, Seylan Bank remains responsive to evolving customer needs.

“It will be a tough balancing act given the ground realities but it will also provide opportunities for banks to bring forth relevant solutions”

Telephone 2008888  |  Email info@seylan.lk  |  Website www.seylan.lk