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Let’s play BANKING!
The citi never sleeps.
CITIBANK
The world’s local bank.
HSBC
A passion to perform.
DEUTSCHE BANK
We find ways.
BDO
We’ll take you farther.
BPI
You’re in good hands.
METROBANK
Moving forward.
RCBC
Driven with passion.Powered by e-xcellence.
UNION BANK
Your success is our business.
CHINABANK
Ang Bangkong May Damdaming Bayan.
LANDBANK
Which bank was not mentioned?
EASTWEST BANK
What is EastWest Bank’s tagline?
Your dream.Our focus.
EAST WEST BANKA Case on Operations Management
about eastwest
operations overview
customer relations management
learnings
recommendations
JULY 6, 1994Filinvest Development CorporationCreated as the Philippines’ 34th
commercial bankMission: to become a “world-class
bank anchored on service excellence”
about eastwest
operations overview
customer relations management
learnings
recommendations
SEPTEMBER 4, 2009Merger with AIG PhilAm Savings Bank6th Largest Credit Card Issuer6th Largest Provider of Auto Financing
SEPTEMBER 2, 2011UNIVERSAL BANK STATUS
about eastwest
operations overview
customer relations management
learnings
recommendations
113 BRANCHES NATIONWIDE
145 ATM TERMINALS
HEADQUARTERS
about eastwest
operations overview
customer relations management
learnings
recommendations
Pasong Tamo Extension
PBCom
San Mig Properties
Salustiana Ty Tower
Hanston Building
THE BEAUFORT
Services
• Deposits• Bonds• Repo Placement• Safety Deposit
Products• Consumer Loans
• Commercial Loans• Electronic Fund
Transfer (Telegraphic transfer)
• Philippine Domestic Dollar Transfer System (PDDTS)
about eastwest
operations overview
customer relations management
learnings
recommendations
Departments
Human ResourcesTreasury
Trust
Credit Card Customer RelationsSales
about eastwest
operations overview
customer relations management
learnings
recommendations
about eastwest
operations overview
customer relations management
recommendations
learnings
New Product Development
Internet BankingMobile Access
about eastwest
operations overview
customer relations management
recommendations
learnings
• New Employee Orientation Program (NEOP)
• Internal control for branches Dual custodian requirement and CCTV Training for counterfeit detection and
signature verification
Quality Management
about eastwest
operations overview
customer relations management
recommendations
learnings
• Branch and employee performance evaluations
• DOSRI policy (Directors, Officers, Shareholders and Related Interests)
Quality Management
about eastwest
operations overview
customer relations management
recommendations
learnings
• Customer flow Queuing system (number system) Reserve employees for peak season
• Information flow Employee Relations Council (ERC) for
internal complaints Local no. and e-mail for interbranch
communication
Flow Management
Building Relationships about eastwest
operations overview
customer relations management
recommendations
learnings
• Door-to-door• Saturation of area• Filter customers applying for new
accounts (pleasant but strict)
Creating customer value:• Feeling important and valued• Up-to-date customer information• Customer needs and wants• Incentives and promotions
Sustaining Relationships about eastwest
operations overview
customer relations management
recommendations
learnings
For small clients:• No discrimination• Valued and taken care of as well
Sustaining Relationships about eastwest
operations overview
customer relations management
recommendations
learnings
Handling requests and complaints:• Listen• Allow customers to cool down• Explain the situation and resolve• Solving at the branch as much as
possible• Approval of management
Sustaining Relationships about eastwest
operations overview
customer relations management
recommendations
learnings
SWOT Analysis about eastwest
operations overview
recommendations
learnings
STRENGTHS:
•More services•Updated promos•Reach out to customers with a personal approach•Strategic locations•Owned by Filinvest
WEAKNESSES:
•Less aggressive marketing efforts •Limited appetite for risk•Inequality customer treatment
customer relations management
SWOT Analysis about eastwest
operations overview
recommendations
learnings
OPPORTUNITIES:
• Expansion•Owned by Chinese-Filipinos•Current tie ups with schools
THREATS:
•Other established and trusted banks•Competitive rates•Easily shifting customers •Investment bank status
customer relations management
about eastwest
operations overview
customer relations management
recommendations
learnings
Increase number of branches through mergers and acquisitions
Focus on establishing relationships with Filipino-Chinese market
Tie-up with schools for tuition and miscellaneous payments
Recommendations
about eastwest
operations overview
customer relations management
recommendations
learnings
Offer competitive rates for valued clients
Provide excellent customer service to build trust and loyalty
Conduct continuous training for employees to keep quality service
Recommendations
about eastwest
operations overview
customer relations management
recommendations
learnings
Learnings The main focus of a bank’s
operations is customer relationship management.
The banking industry is very competitive. Being efficient isnot enough.
about eastwest
operations overview
customer relations management
recommendations
learnings
Learnings Banks have to keep up with
customers’ needs and global trends.
Excellence in banking requires a balance between a strong background in finance and good communication skills.
about eastwest
operations overview
customer relations management
recommendations
learnings
Learnings
Banking is like a relationship.
Don’t overpromise.Keep your feet on the ground.
WEST
EASTEAST WEST BANK
Your dream. Our focus.
Thank you.Cruz.Cua.Cultura.Fonseca.Javier.Kua.Lim.Te.Wong
