Philip Chiang Chong Tan orients on differences. Incentivize customers to choose "Kiatnakin"

Philip Chiang Chong Tan
President of Kiatnakin Bank Public Company Limited

Orientation on differences
Incentivize customers to choose "Kiatnakin"

Define 4 main points
Focus on 6 small targets

Philip said The direction of Kiatnakin Bank's small business under the new management guidelines is Four pillars of work have been defined. The first is that everything that is done must be ensured so that customers will choose the bank. If the factor that makes customers choose a particular bank does not depend on traditional sales methods. But you have to find a new way. How to make customers still choose Kiatnakin?

The second thing is Heading towards digital When the bank has products and services that are good enough to make customers choose them. We still need to reinforce our digital identity more than before. Banking digital will not be just an application. But you have to make customers feel like using it as well.

The third matter is work process It is another important pillar that will allow the bank to compete and beat its competitors according to its objectives. The organization's work processes must be fat-free. Cut off the excess that is not needed. Focus on increasing work efficiency as much as possible.

The fourth issue is people. Organizations must be able to attract talented people to work. Even though Kiatnakin is a small bank, people who come to work must be happy and must be different than other places. All four of these are the main pillars for moving forward Kiatnakin's future business. In the end, if it can be done according to the principles that are adhered to, it will have an impact on the shareholders, which is another important part of the organization.

“The capital market business is like catching fish. Set out on a boat to catch some big fish. But a small business is like farming. When farming, farmers must prepare the rice fields. Prepare a plan for when the water will come. Prepare how to deal with insects. Each point has details that are no different from small businesses that must prepare every step in order for the customer to finally choose the bank.”

Follow the full version of the CEO Talk column in the September 2562 issue of Finance and Banking Journal, Issue 449, on leading newsstands nationwide. or in digital form https://goo.gl/U6OnIi