KBank has established a framework for promoting and developing financial innovations in line with the K-Strategy, which aims to empower every customer’s life and business. Key initiatives include fostering an innovative organizational culture and creating subsidiaries to advance innovations and technologies that enhance the well-being of Thai people and regional citizens.

KBank has established a product management framework and procedure as a guideline for managing products throughout their life cycle. The framework and procedure will cover every stage of product development with a focus on improved responsiveness of all stakeholders, ensuring that products are developed and improved efficiently in alignment with customer needs. 

Through customer deep listening workshops organized by our relationship managers (RMs), KBank aims to truly understand their pain points and needs for further analysis and development of products to ensure customer responsiveness. Moreover, KBank prioritizes the development of our banking platform with the aim of expanding the user base and maintaining our leadership in mobile banking services with the largest number of users in Thailand. Our focus is on the increased linkage of platforms with our business partners across all ecosystems and the development of innovations to accommodate customers’ ever-evolving lifestyles.

The Board of Directors approved the Market Conduct Policy which serves as guidelines for determining operations, while

assigning the 360 Prudent Risk Practice working group to be responsible for undertaking relevant operations in line with

the guidelines, reflecting KBank’s commitment to market conduct principles. Moreover, policies and operational procedures

have been revised appropriately to be consistent with the changing circumstances. We also have in place processes for taking

care of customers and giving compensation in a fair and proper manner.

   - Complaint management mechanisms have been set up to ensure systematic management via multiple service channels. We focus on consistent development and improvement of products and service processes to ensure a positive customer experience in using KBank products and services.

   - KBank prioritizes quick and timely resolution to minimize the impacts upon our customers. The Complaint Resolution Center was therefore set up to provide round-the-clock service, ensuring that customers’ problems are resolved within an appropriate timeframe. We have thus established an inspection and control mechanism for service level agreement (SLA) to minimize tail management. Moreover, KBank has put in place a mechanism for collecting data on customers’ pain points and demands on social media via the Social Listener tool, allowing us to learn of their problems and provide them timely and efficient assistance. To this end, a unit was set up to manage customer incidents in order to assess and control the situation so as to efficiently prevent widespread impacts on our customers and ensure timely handling and resolution. We also closely monitor the situation to control the operations of relevant units under the systematic measurement in the form of service quality dashboard.

   - We have established a systematic problem management mechanism by working in collaboration with related units inside and outside the Bank. We have conducted analysis to shed light on the causes, which will be applied to the improvement of relevant processes and products to prevent the repetition of problems and better meet customers’ needs.

Read more in KBank's Sustainability Report 2024 Chapter Financial Innovation and service