UNION BANK
REDEFINING THE STANDARD – UNION BANK’S BLUEPRINT FOR CUSTOMER EXPERIENCE EXCELLENCE
In an era where banking transactions are increasingly digital, the true differentiator for financial institutions is no longer merely the platform – it is the emotion, reliability and human connection behind every interaction.
And in this article, Union Bank explores its ongoing service revolution, highlighting how the integration of advanced contact centre operations and dedicated customer experience governance drives a seamless, empathetic and reliable financial journey for every customer.
Its Chief Marketing Officer Thishani Dissanayake shares the strategic vision driving Union Bank’s service revolution, followed by in-depth insights from Senior Manager – Customer Experience Karthiga Sridhara and Manager – Contact Centre Tharindu Lokupothagama.
Q: What is the overarching philosophy driving Union Bank’s customer service strategy?
Thishani Dissanayake: It’s all about shifting from transactional to transformational. Banking is fundamentally about trust. For too long, customer service has been treated as a reactive back office function.
At Union Bank, we have flipped that paradigm. By bringing marketing, the 24 hour Contact Centre and the Customer Experience (CX) Unit under one strategic umbrella – while anchoring our service delivery directly through our vibrant branch network – we ensure that our brand promise and operational execution are completely synchronised.
We don’t simply want to meet customer expectations; we want to anticipate them. Recognising that exceptional external service begins internally, we also place a strong emphasis on internal customer service, utilising robust customer satisfaction score (CSAT) surveys to evaluate and elevate our interdepartmental support.
Looking ahead, we are driving innovation by integrating emerging technologies, such as AI assisted information systems at the Contact Centre, to empower our teams. Ultimately, it is about equipping our people – led by capable leaders at the branches, the Contact Centre and the CX Unit – to create seamless, empathetic and reliable financial journeys for every single customer who walks through our doors or connects with us digitally.
Q: Union Bank’s Contact Centre is recognised as a sector leader. What makes it stand out?
Tharindu Lokupothagama: Our philosophy is simple: we aim to be more than a helpline; we are an always on financial partner for our customers. Operating 24/7, 365 days a year with robust trilingual support, our availability is absolute.
What truly sets us apart however, is our operational rigour. We boast some of the highest call handling efficiency and standards in the financial services industry, coupled with rigorous real-time fraud monitoring to safeguard our customers around the clock.
But technology and speed mean nothing without the human touch. We carry out continuous training programmes for our front line agents, ensuring swift problem resolution. We also believe in celebrating our people: our internal recognition framework, such as the UB Heroes – Agent of the Month award ensures that the dedication of our team is constantly honoured.
Furthermore, we have broken down silos between voice and digital channels. Through seamless integration with the UBGO mobile banking app, customers can request various services directly digitally, which our Contact Centre agents immediately action, creating a truly connected omnichannel ecosystem.
Q: How does the Customer Experience Unit capture customer sentiment, handle service recovery and use these insights to drive continuous improvement across the bank?
Karthiga Sridhara: Our dedicated unit for service quality ensures that every voice is heard. We integrate the ‘voice of the customer’ directly into our service design and operational refinements.
Feedback loops are omnipresent. Beyond traditional channels such as social media, our website and the Contact Centre, we have made giving feedback effortless. Customers can simply scan QR codes placed at all touchpoints to share their thoughts, complaints or suggestions instantly.
We maintain a structured approach to proactive service recovery. All complaints are resolved within service level agreements (SLAs) and are proactively monitored at the highest levels, and dashboards are shared with the Chief Executive Officer once a week. Our entire front line and support staff are fully equipped to handle inquiries and grievances seamlessly, and in all three languages.
Additionally, we maintain total transparency and compliance, acting in alignment with regulatory links such as the Financial Ombudsman and the Central Bank of Sri Lanka Financial Consumer Relations Department (FCRD).
The CX Department also works hand in hand with centralised and support departments, and the Business Process Re-engineering (BPR) team, feeding insights back into the system to eliminate the root causes of complaints and drive continuous institutional improvement.
– Compiled by Prashanthi Cooray
CONTACT DETAILS
Telephone: 7818181 | Email: info@unionb.com | Website: www.unionb.com
